You could conveniently meet in a perfumery department or a spa to talk cosmetics. But Custódio Avó is rather an unconventional type. The way he appears, the way he carries himself, the way he – working exclusively for Swiss line – talks freely about the competition on social media: all the opposite of conservative.
So the exchange about ultimate beauty tips for men took place in the lovely pavilion of Zurich’s Old Botanical Garden, where old medicinal plants, with explanations dating from the 16th century, line the windows. Custódio is immediately in his element, knows every plant. The Portuguese-born – full name Custódio José Ramalho Capoulas Avó – originally studied philosophy, before a summer job in a perfumery marked him for life. On Instagram he calls himself @theagetraveller and looks not a day over 39 – though he’s already 54.
Sharing Is Caring
Many men help themselves to the cream pots of the women they share a bathroom with. Is that okay? «Men’s skin doesn’t differ that wildly from women’s,» Custódio knows. Thanks to testosterone, men get oily skin faster, and shaving is no skin-soothing procedure. «But there’s nothing wrong with men also using women’s products. At most, aesthetic ingredients are an issue – pigments that make the skin shine, say, or a fragrance meant to appeal to women.»
What would be the minimum of attention for facial skin – apart from shaving and beard care? «The good thing about the last decade is the awareness of sun protection. If I were to advise a man one thing, it’s this: start the day with a sunscreen. It can even be the only moisturiser.» That suits men’s wish not to wear too many layers on their skin.
Given his flawless skin, one asks about Custódio’s own routine. «Of course I’m not a typical example – cosmetics has been my life for almost 35 years. When it comes to beauty products, I behave more like a woman.» Testing is part of his job as a product developer, a curse and a blessing. «A tip I also give on Instagram: if you like something, stick with it. Don’t wait for a miracle cure and stop trying dozens of products!»
Delivering Active Ingredients
Skin doesn’t like experiments. A moisturiser with sun protection is enough – and once a man has found one he can smell and tolerate, stick with it. That’s all? «There is something revolutionary, after all,» Custódio admits. «Delivery systems for active ingredients have been developed – that’s mechanical, men understand that. Anyone who wants to do their skin extra good gives it vitamin C in the form of a booster, one of the most potent antioxidants. A drop in the morning mixed into any cream – keep it simple!»
And his own morning routine? «I’m unusual. I don’t wash my face first thing, I apply a mask. I have four parrots; while I make tea or coffee and tend to the birds, the mask works – sometimes moisturising, sometimes cleansing, sometimes exfoliating, as needed. That comes to about 300 masks a year. I rinse it off in the shower, then shave, sun protection and a booster.»
It’s Never Too Late
Did you take notes? It really is simple. According to Custódio, you can even add booster drops to the cream in the blue tin with the five white letters. And no fear of seeming effeminate – it comes across as modern. «Anyone who visibly takes care of themselves is attractive in itself; one may assume they also take care of others.» And at what age to start? «Right away,» says Custódio firmly. Skincare is ageless – and it’s never too late to begin.
This article appeared in MEN issue 2/24 (November 2024).
