It seems every day a new elixir of youth and beauty vies for a spot on our bathroom shelf. New ingredients, scientific formulations, exhilarating marketing all coming together to tell you the secret to life-long health and beauty. For Jackfir, a new men’s personal care line, the secret is simple: less is more.

Jackfir was conceived of and founded by Charlie Razook, during his 3.5-year treatment for leukemia. Attributing the cause of his diagnosis to genetics and environmental factors, Charlie tuned into how laden with chemicals his medicine cabinet and shower were. He noticed how ‘unclean’ he was being clean thanks to the complex formulations of his skincare products. His resulting mission and product line set out to set a new standard in what it is to be ‘super-clean’.

Thus, nowhere among the ingredients in Jackfir’s facial cleanser, shave cream, and moisturizer will read names like: ammonium lauryl sulfate, methylchloroisothiazolinone, or phenoxyethanol. You will, however, appreciate skincare that is vegan, gluten free, a minimum 70% organic, and EWG-certified, meaning that Jackfir is 100% free of harmful chemicals. Which is inevitable when nature is the inspiration for the formulation and the brand.

Jackfir’s tightly edited range of products reinforces the fact that super-clean is super-easy. Reinforcing that ease, the three basics of men’s skincare—cleanser, shave cream, and moisturizer—are designed and packaged, simply and stylishly. Think of the Jackfir brand as naturally masculine.

Product and brand together, make Jackfir feel great. Cleanser and moisturizer feel substantive on the skin, unlike products that are thin or flimsy. Cleanser works double time as it exfoliates and moisturizes. Perhaps it even works triple time as it is designed to also work as a masque for a deeper clean. By contrast, one thin layer of the shave cream effectively lifts the beard and protects the skin for a remarkably close shave. This is not your dad’s super foamy Barbisol. All products leave you feeling clean, protected, and delicately scented, like a distant waft of pine on a brisk hike. After two-weeks of usage, we can best describe our skin as feeling restored and resilient.  

Our experience of Jackfir left us feeling that this is an instantly classic brand, much like Ray-Ban, Zippo, or Jeep. It transcends time and trend; it is a staple; it is sturdy; it makes a simple statement; it does what it says it does. And what it does is provide men with a personal care experience that is straightforward, effective, and healthy for man and planet.