EVOLUTION by KINGS – on a social mission
So, what’s that all about?
Well, it’s about the vision of one man, entrepreneur Blué O’Connor, who wants to “empower men to live happier and healthier lives” and at the same time he’s seeking to raise funds and awareness around men’s health projects.
It’s all kicking off with Evolution, a 100% vegan, cruelty-free and environmentally sustainable eau de toilette. Made in Britain, and palm oil- and paraben-free, the debut fragrance has a warm, sensual, earthy/woody/spicy vibe. Essential oils such as patchouli, cardamom, vetiver, ylang ylang and eucalyptus add a touch of the exotica.
Blué is one of a new breed of social entrepreneurs who believe that brands today need to do more. “All the products in the Kings range are certified vegan, which is important to me as a long-time vegan and animal lover,” he explains. “I’ve also taken things one step further by pledging a percentage of profits to supporting male mental health, another cause that’s close to my heart.
Created as a result of a successful crowd-funding campaign, Kings will be helping to fund two charities in Blué’s hometown of Bristol , Mentoring Plus (www.mentoringplus.net) and Bristol Mind (www.bristolmind.org.uk), as well as the national male suicide-prevention charity, Calm (www.thecalmzone.net) Blué also aims to launch a range of Kings’ own social projects, the first of which is to build outdoor urban gyms in areas of high deprivation. The vision is to improve young men’s health and wellbeing, raise aspirations and encourage their personal development.
50ml Evolution EDT – £39.99 / 10ml EDT – £14.99/ 1.7ml sample bottle – £2.49 www.kings-grooming.com