An Ilkeston-born accountant has swapped numbers for nourishment with the launch of a new men’s skincare brand.
At 30, Sam Gent – raised in Cotmanhay and now living in Giltbrook – has unveiled GENT Skincare For Men, a brand designed to make skincare simple and accessible for men.
“Most men know they should wash their face, but many don’t know where to start,” Sam explained. “Our mission is to break down those barriers and make that first step into skincare quick, effective, and easy to understand. That’s why we’ve created a simple three-step routine – the perfect introduction for men who’ve never had a routine before.”
Experience in the beauty industry
Though an accountant by trade, Sam isn’t new to skincare. He spent three years working with The INKEY List, one of the UK’s fastest-growing skincare start-ups, where he worked closely with formulators, regulators, and industry experts.
“The founders of INKEY were hugely inspirational,” he said. “Their entrepreneurial energy rubbed off on me and gave me the confidence to take the leap and build my own brand.”
Local roots, local talent
Sam is also proud of GENT’s strong East Midlands roots. Nottingham – home to Boots’ global headquarters – has a long-standing reputation in the beauty industry, something Sam tapped into during development.
“I worked with local skincare consultants to develop the formulas, and local designers to shape the brand. The products are manufactured here in the UK too, which is increasingly rare. For me, GENT is a local brand through and through.”
Why now?
With more men starting to pay attention to skincare, Sam believes the timing couldn’t be better.
“Times are changing. Habits are shifting. Men who work outdoors, exercise regularly, or just want to look after themselves will see results within weeks. Smoother skin, healthier appearance, and protection from the elements – it’s never too late to start.”
Launch event in Ilkeston
To mark the launch, GENT will host a special event at Bosk in Ilkeston on Saturday 15th November, from 2–4pm.
Visitors will be able to try the products, purchase them on the day, and enjoy a bespoke menu of cocktails created especially for the occasion.
“All are welcome,” Sam added. “It’s going to be a great afternoon celebrating not just the launch of GENT, but also the creativity and community spirit that Ilkeston and Nottingham are known for.”
You can find out more about the products and order online here: www.GENTskincare.co.uk
