Meet Dividends, the New Brand Redefining Men’s Skincare
Jake Rosenblum wasn’t looking to start a skincare brand. But a forgotten dopp kit on a pandemic-era trip turned into an unexpected catalyst. The 33-year-old Westport dad and talent agent borrowed his wife’s skincare products and immediately noticed they felt and performed far better than anything he’d used before. That moment left him wondering why men’s skincare didn’t feel intentional or enjoyable. Most of what he’d encountered was either overly masculine, forgettable, or so bottom-shelf it lacked any real sense of trust or appeal.
That realisation became the foundation for Dividends, a new brand designed to bring clarity, credibility, and long-term performance to men’s skincare. The goal? To reframe skincare as a smart, strategic habit rather than a vanity project.
“The way most brands talk to men about skincare has consistently missed the mark — too clinical, too soft, or too ‘lumberjack,’” Rosenblum told BeautyNewsDaily. “Dividends speaks a different language. We’re built on performance, clarity, and long-term returns. And it’s clearly resonating.”
Positioned around prevention, Dividends is built on a science-first philosophy, sidestepping trends in favour of effective, expert-formulated skincare solutions. These are functional, focused products, with subtle scents and straightforward instructions.
The brand launched with four core products, each formulated with targeted actives and no unnecessary filler:
The Cleanser ($38): a pH-balanced daily cleanser that optimises the skin’s microbiome and preps it for the rest of the routine. It gently exfoliates with natural salicylic acid, controls oil without disrupting the barrier, and helps reduce redness, all while maintaining an ideal pH of 5.5 for skin health.
The Moisturizer ($55): a fast-absorbing moisturiser that delivers adaptive hydration while reinforcing the skin barrier. It targets dry areas with deep moisture and balances oilier zones, building long-term skin resilience. A blend of ceramides and fatty acids supports barrier repair, while antioxidant vitamins protect against environmental stress. Tocopheryl linoleate and retinyl palmitate enhance elasticity, and ascorbyl methylsilanol pectinate helps brighten and refine skin texture.
The Retinol ($79): a next-generation retinol powered by time-release technology for consistent cellular renewal without irritation. It combines encapsulated retinol with bakuchiol (a plant-based retinol alternative) to visibly refine texture, boost resilience, and help future-proof the complexion. The formula smooths, firms, and softens fine lines, supported by collagen-stimulating peptides, protective antioxidants, and a microbiome-friendly buffer system that enhances both tolerance and results.
The Sunscreen ($49): a broad-spectrum SPF 45 that protects against UVA and UVB damage while strengthening the skin barrier with niacinamide and hydrating with sodium hyaluronate. Antioxidant-rich and designed for all skin tones, it delivers an invisible, non-greasy finish with no white cast.
The range, which soft-launched in May, sold out within days, a result Rosenblum notes was achieved without spending a single dollar on paid media.
“The response to our soft launch was honestly beyond my expectations,” he says. “It confirmed what I believed from the start: guys are ready for something smarter, premium, and actually cool.”
But Dividends isn’t stopping at skincare. The long-term vision is a full performance wellness platform, with plans to expand into supplements, clothing, content, and events.
“Our mission is to compound value for your skin, your routine, and your life. This is skincare for the man who plays the long game,” Rosenblum says.
The brand’s next inventory drop is scheduled for 7 July, with a waitlist now open at dividendswellness.com. The brand currently ships exclusively within the US.