Page 12 - Adelante Magazine March 2021

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By: Al Ballesteros

GET YOUR HANDSOME ON:

ALPHA MALE COSMETICS INNOVATOR ANTTONI LOPEZ EXPLAINS HOW

Alpha Male Cosmetics are made special for
men. Anttoni Lopez, the companyʼs founder Adelante: What has the reception been like
says he created the products in response to for Alpha Male products so far?
seeing numerous friends and colleagues Lopez: Humbly and with the most gratitude I
struggle with their skin and appearance issues. am pleased to share that the reception has
This led him to explore new ideas and been very well received. Through the recent
formulas to solve these issues. promotion of our sample packages, more men
have been able to quench their curiosity in
Alpha Male Cosmetics is the first full line of wearing our products. The reviews and
products designed exclusively for men and comments have been positive and encour-
their unique skin conditions. The products are aging. We have noticed that more men are
made for the Alpha Male and are water based finding themselves more accepting and
and organic and reported to leave oneʼs skin comfortable wearing makeup. It prides us to
feeling hydrated and refreshed. provide a series of products that can assist in
increasing the confidence, self-esteem and
A feature of the company, Alpha Male happiness in the everyday man.
Cosmetics indicates their products are formu-
lated to enhance only the most handsome Adelante: Are you seeing similar interest
features men already possess. Lopez says in the product among gay and straight
since the company launched in 2017, their goal men?
has been to provide both a superior customer Lopez: In all honesty I have no clue. We do
experience and unique life enhancing products not collect the demographics of our customers.
for its customers. Our brand values represent the equality and
acceptance of all men, from every walk of life.
Lopez was 27 and working at Macys when he We do not represent one specific category of machismo?
was hired by a cosmetic brand to apply men. We market and advertise in various Lopez: There are quite a few cultural norms
makeup to shoppers. He had never done it markets to cater to the vast majority of men in that embrace men wearing makeup. South
before but quickly discovered that he was a the world. Alpha Male Cosmetics was made for Korea has huge acceptance and market for
natural. “I found that I really enjoyed improving M-E-N…..period. men wearing makeup. As for our side of the
peopleʼs faces with the wave of a brush,” he pond we still have a bit of work to do. However,
remembers. Adelante: What are the barriers, if any, to we are not far from a massive breakthrough in
men using make up products? the beauty industry for men. This journey has
Five years ago, Lopez launched the make-up Lopez: If there were any barriers to men using rough, trying long-suffering, exciting, encour-
company for men. “Back then, the morning make up products I would have to say that lies aging, life changing and humbling to say the
grooming routine for most guys was shampoo, within the eye of the beholder. We live in a least. We are prepared to address any
shave and maybe a bit of hair gel,” he explains. society today where it has become very obstacles that stand in our way. Rome wasnʼt
“Guys are taking much better care of accepting of the most outlandish things. built over night.
themselves these days. They want to feel and (Knocking on wood) we have not received one
look good.” compliant regarding any setbacks or negative Lopez has been featured on numerous
experiences as a result of Alpha Male television shows and in print media for Alpha
Lopez says his products address conditions Cosmetics. When I created this line my #1 Male Cosmetics. He is featured on this
that are unique to menʼs tougher skin. concern was to never compromise the integrity monthʼs cover of Adelante Magazine looking
“Applying a blade to our face leaves many of of men. I never want you to know when I am very handsome we must say. So please
us with razor bumps, ingrown hairs and dark wearing makeup and that is the experience I checkout his website at www.alphamalecos-
spots.” He says Alpha Male Cosmeticsʼ have created for you. With our 20 plus color metics.com and order some Alpha Male
foundations, primer, liquid concealers, BB palette weʼve made it possible for most men to products and get your handsome on. We want
Creams and setting sprays work to help correct find their perfect match. to congratulate Anttoni Lopez on his success
these conditions while also covering them up. with Alpha Male Cosmetics and for his
He says the aim is to enhance a guyʼs Adelante: Are you having to break-through innovation and as a successful entrepreneur
handsome without taking away his masculinity. cultural norms? If so, what are these, i.e., from our community.

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