OM4, a product house specialising in male skincare, has created a new skincare brand designed to celebrate inclusivity.

Called HAIA, short for Happy As I Am, the range is both gender neutral and inclusive. It is separated into five colour-coded collections, each with its own selection of cleansers, toners, serums, moisturisers, eye care products and masks. Each product bears its own affirmation, such as 'I am confident', 'I am bold', 'I am worthy'.

Formulated to promote a healthy skin microbiome, the products feature naturally-derived ingredients, including extremophiles, microorganisms that exist in extreme conditions, and mesonutrients, antioxidants found in superfoods, as well as plant stem cells and bioferments.

The company has also developed an accompanying app, available through its website, that will offer practical advice on how to implement affirmations in everyday life. It features animated characters, designed to reflect the brand's diverse target audience, and a virtual selfie derm-analysis tool that offers personalised product recommendations.

"Since beauty and belonging are such cultural drivers, our goal was to create a clean and inclusive skincare brand to help change the idea of living up to the social norm and remind you to love exactly who you are every day," explains OM4 CEO Mike Bruggeman.