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Strategic Brand Partnership: Barbe de Rue Joins Forces with PureGym Southampton
11.04.25 | By Thomas Sparkes, Exotic Matter, Niche Creators
At Exotic Matter, Niche Creators (EMNC), we develop brands that are culturally resonant, ingredient-conscious, and rooted in functionality. We’re excited to announce a new brand partnership between Barbe de Rue, our performance-driven grooming line, and PureGym Southampton — one of the UK’s leading fitness destinations.
A Shared Philosophy of Simplicity, Performance & Accessibility
Barbe de Rue was created with a clear intention: to offer high-performance grooming essentials made with naturally-derived ingredients and functional, no-fuss packaging. These values align closely with PureGym’s approach to fitness — straightforward, results-oriented, and accessible to all.
Through this partnership, PureGym members will now have access to exclusive in-gym experiences, offers, and product samples. Barbe de Rue is also being featured on the PureGym app, allowing for seamless brand discovery within a trusted wellness ecosystem.
Why This Matters for EMNC
For EMNC, this partnership is more than just a retail opportunity — it’s an example of how our brands can move beyond traditional retail channels and engage audiences where lifestyle and routine intersect. By connecting Barbe de Rue with the daily rituals of health-conscious consumers, we’re placing purposeful grooming products where they naturally belong: at the intersection of wellness, movement, and identity.
We extend our thanks to Tracy and Zoe at the Southampton team for their enthusiasm in supporting independent, science-backed brands and making this collaboration possible.
About Barbe de Rue
Barbe de Rue is one of the niche brands developed under EMNC. It speaks to the modern individual who values clarity, effectiveness, and a cultural edge in their self-care routines. The product range is rooted in urban storytelling, clean formulations, and a belief that skincare and grooming should be both honest and high-performing.
For inquiries or retail collaboration opportunities with EMNC and its portfolio of brands, please contact us.
Why Marine Biotech Is the Future of Skincare
08.04.25 | By Thomas Sparkes and Fania Bajot, PhD, Exotic Matter, Niche Creators
In the search for high-performance skincare ingredients, we’ve long turned to the land — roots, flowers, minerals. But the ocean, with its deep biodiversity and extraordinary resilience, is becoming the next great frontier. At the heart of this blue revolution is marine biotechnology — a sustainable, science-forward approach that allows us to harness the ocean’s brilliance without disrupting its delicate balance.
At Exotic Matter, Niche Creators, we integrate marine biotech into our Ô SABLÉ formulations as a conscious decision — not just for efficacy, but for ecology. Rooted in the lush biodiversity of the French West Indies, Ô SABLÉ celebrates nature with intention and integrity.
What Is Marine Biotech?
Marine biotechnology involves cultivating ocean-derived ingredients — such as microalgae — in controlled, sustainable environments, rather than extracting them from the wild.
This approach allows us to:
Protect fragile marine ecosystems
Ensure ingredient purity and consistency
Access powerful bioactives with lower environmental impact
It’s a win for performance and for the planet.
Why We Use Bioactive Microalgae
One of the hero ingredients in our Ô SABLÉ Purifying Botanical Face Mask Powder is a sustainably cultivated microalga grown through marine biotech. Here's why it matters:
Rich in chlorophyll, amino acids, and trace minerals that nourish and brighten
Supports skin renewal, detoxification, and barrier health
100% biodegradable and planet-kind
Microalgae are among the oldest and most adaptive organisms on Earth. Their ability to thrive in extreme conditions while producing oxygen makes them a uniquely intelligent ingredient. When applied to the skin, their bioactive compounds help detoxify, repair, and restore radiance.
A Better Way to Formulate
By choosing marine biotech over traditional wild harvesting, we reduce environmental impact while enhancing product efficacy. This method ensures:
Traceability and purity
Lower carbon footprint
Consistent quality with every batch
It’s part of our commitment to crafting skincare that’s not only effective but deeply respectful of the ecosystems that inspire it.
From Sea to Skin: A Ritual of Renewal
Your skincare ritual should be more than routine — it should be a sensory moment rooted in intention. With every use of our Ô SABLÉ Purifying Botanical Face Mask Powder, you’re not just nurturing your skin — you’re honoring the ocean’s intelligence, preserved through innovation.
Let the sea care for your skin — without taking from it.
Caring for Leather: Developing Fania B Leather Cream
28.04.24 | By Thomas Sparkes, Exotic Matter, Niche Creators
Leather, as a skin, is an organic material that requires nourishment to maintain its suppleness and longevity. Just as our skin benefits from moisturizing to stay hydrated and flexible, leather too thrives when treated with care.
Exotic Matter, Niche Creators, has developed the Fania B Leather Cream.
Why Nourishing Leather Matters: Leather is an organic material that demands regular care to maintain its supple texture, lustre, and strength. Over time, exposure to environmental factors like sunlight, moisture, and dirt can cause leather to dry out, crack, and lose its natural oils. By regularly nourishing leather items with high-quality leather cream, owners can shield them from these detrimental effects and preserve their pristine condition for years to come.
Naturally-Derived Ingredients: Harnessing the power of nature to provide gentle yet effective solutions for leather care, our Leather Cream is meticulously crafted with only naturally-derived ingredients. This includes nourishing waxes and oils that deeply penetrate the leather, replenishing moisture, restoring elasticity, and enhancing its natural beauty without the use of harsh chemicals or artificial additives.
Branding and Packaging: In alignment with the timeless black and white Fania B branding, we have selected sleek black metal packaging adorned with a black and white label artwork, ensuring that our Leather Cream exudes elegance and sophistication.
Experience the Difference: Fania B offers its leather cream as a complimentary product with Fania B handbags and small leather items such as keyrings, ensuring that every leather piece receives the care it deserves.
We take pride in formulating Fania B Leather Cream, showcasing our commitment to quality, service, and sustainability at Exotic Matter, Niche Creators.
Intentional Formulation for Focused Massage
18.05.23 | By Thomas Sparkes, Exotic Matter, Niche Creators
Massage is more than just a ritual of relaxation; it’s a practice of awareness, connection, and care. At DEEPLYST LABS, we approach formulation with this in mind. Created by Exotic Matter, Niche Creators, our massage oils are designed to support the rhythm and precision of focused massage techniques.
Our first release, the Ginger Massage Oil, was developed with texture and experience in mind. It offers long-lasting glide ideal for deeper pressure work, while the presence of ginger essential oil brings a naturally warming and invigorating quality to the massage experience.
Clean and minimalist in composition, DEEPLYST LABS products are crafted with professional use in mind, yet equally suited to anyone looking to bring clarity and intention to their self-care rituals.
Housed in black glass bottles and blended in small batches, DEEPLYST LABS reflects our belief in detail, function, and purposeful design.
For more inquiry about Deeplyst massage oil, contact us.
Men’s grooming: A growing market and what it means for the industry
29.03.23 | By Thomas Sparkes, Fania Bajot, PhD., Exotic Matter, Niche Creators
One consequence of changing societal attitudes towards masculinity in recent years, is a significant growth in the men's grooming market.
Shops are now giving more space on their shelves for male personal care and this has led to an increase in the development of high-quality, effective, and innovative products that cater to the unique needs of male consumers.
For years, the skincare industry was predominantly geared towards women, with men's products limited to basic hygiene items. However, as societal norms shifted, the demand for male-specific skincare grew, leading to an increase in product formulations specifically catered to men's needs. Men's skin, for instance, is often oilier and more acne-prone due to higher testosterone levels. Consequently, the male skincare market has seen a surge in cleansers, serums, and mattifying products designed to address these concerns. Additionally, men are increasingly seeking out anti-aging products to achieve a fresher and more youthful appearance, resulting in the creation of dedicated wrinkle creams, eye creams, and serums for men. As the men's grooming market continues to expand, this trend is expected to persist, providing men with a wider range of skincare options to choose from [1].
Another important segment of the men's grooming market is shaving products. Shaving can be a daily ritual for many men, making it important to use products that are effective and gentle on the skin. The men’s grooming industry has developed high-quality shaving creams, aftershaves, that incorporate active ingredients aiming to soothe the skin and reduce redness and razor burn whereas pre-shave oils and post-shave balms have bee designed to improve the shaving experience
Hair care and beard care are central segments of the men's grooming market. There has been a rise in the production of shampoos, conditioners, and oils for men's hair and beards. The practice of growing out their beards is becoming popular among men, products like beard oils and “all-in-one” hair and beard products have gained popularity; market growth forecast of 5.5% CAGR for 2019-2025, according to KVB Research [2]. On the other hand, many male consumers are becoming more aware of the contents in their grooming products and, they demand for natural and green products. More natural and organic solutions, including those that employ plant-based components and are devoid of harmful chemicals, have emerged as a result of this demand [1].
Lastly, the role of scent in men’s grooming is a important aspect, this includes the use of fragrances in products’ formulations (e.g. a scented beard oil) and the perfume market. Using fragrances is a way for men to express their personal style and make a statement. This has led to the development of a wide range of men's perfumes, including traditional colognes as well as more niche and artisanal scents. Sales of mass male fragrance and prestige male fragrance has fluctuated those last years, specially during the Covid pandemic; European fine fragrance sales fell more than 18% during the pandemic according to GlobalData Intelligence Center. But overall, there is a postpandemic increase in male fragrance sales in Europe [3]. The new generations such as Gen Z are also driving the growing trend of gender-neutral fragrances, which are becoming more popular among both male and female consumers. In general, fragrances’ consumers in Gen Z look for celebration of individuality and diversity [4,5].
Overall, the men's grooming market offers to manufacturers and retailers the opportunity to create innovative and high-quality products that meet the unique needs and desires of male consumers from mass market to more prestige segments. As men continue to embrace self-care and personal grooming, the market is expected to continue growing and evolving.
In conclusion, the specific demands from the Gen Z combined with the changing attitudes towards masculinity have led to a growing men's grooming market. The increase in the development of high-quality, effective, and innovative products that address the unique needs of male consumers emphasises on skincare products, anti-aging products, shaving products, hair care and beard care products as well as as fragrances. There is therefore a significant opportunity for growth and innovation for manufacturers and retailers as men continue to embrace self-care and personal grooming.
References
[1] Men’s Skincare Products Market Size, Share & Trends Analysis Report By Product (Shave Care, Creams & Moisturizers), By Distribution Channel, By Region, And Segment Forecasts, 2020 – 2027- Grand View Research. Report ID: GVR-4-68038-227-3.
[2] Global Beard Oil Market to reach a market size of $1.34 billion by 2025 - KBV Research
[3] Fragrances Market Overview – Consumer Behavior, Innovations, News and Deals Analysis, 2022. GlobalData Report Code: GDCS220013SL.
[4] Millennial men can boost the US fragrance market | Mintel
[5] Millennial men can boost the US fragrance market | Mintel
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