American Crew – the brand whose products make a man a man

American Crew – You’ve surely heard the saying that a beautiful woman adorns a man? In fact, it works the other way too – a handsome, well-groomed man adorns his woman. While deodorant and shower gel are familiar to most Estonian men, a quality face cream and hair wax are two beauty products that should also have a place on today’s man’s bathroom shelf.

Founded in 1994, American Crew is a brand created specifically for men by hairstylist and photographer David Raccuglia. Today, American Crew remains committed to being among the world’s most innovative and interesting companies. The brand’s motto is music to every man’s ears – “American Crew creates products that make a man a man!” So the brand’s mission is to give men exactly the tools they need to be stylish and masculine. Skincare for men is now completely normal, and women expect it.
And indeed, the brand’s wide product range and stylish packaging are the best proof of those words – American Crew is a pioneer with the newest styles and innovative cosmetic products. In Estonia, American Crew means a quality, trustworthy brand used by thousands of Estonian men.

Men’s grooming through the ages

While in the Middle Ages a man’s beauty routine consisted, at best, of removing the day’s dirt once a month at a public bathhouse, sauna, or the local lake after fieldwork, today a man’s beauty arsenal includes far more exciting choices – from serums to body scrubs!
Standards of masculinity have shifted dramatically everywhere thanks to social media, and the slightly unkempt macho ideal has been replaced by the stereotype of a man who is boldly dressed, with a stylish haircut and well-groomed skin. These men look back at us from the covers of business magazines, sports arenas, and concert stages alike.
Over the past decade, the image of a well-groomed man has become very important to success. A year ago, the business magazine Forbes published fascinating statistics showing that the fastest-growing segment of the cosmetics market is men’s grooming products. Nearly two-thirds of American men surveyed regularly used at least one facial care product. American Crew products rank very high on that list!

Why do we need American Crew men’s face cream?

Although men have different skin concerns than women – men’s skin is 20% thicker than women’s, so it doesn’t sag as quickly with age and is generally less sensitive – men’s skin still needs regular nourishment and hydration. Men’s skincare should include proper cleansing, careful shaving, and nourishing protection.
Although the most common cause of skin problems is usually men themselves. Dense hair growth and daily shaving can leave the skin on the cheeks, neck, and chin sensitive and dry. Dryness, redness, and irritation of facial skin are often caused by unsuitable shaving products. That’s why skincare for men is extremely useful and important.
Did you know the average man shaves his face 16,000 times in his lifetime? So it’s no wonder that both wet and electric shaving irritate the skin. That’s exactly why it’s the right moment for face cream afterward! Besides moisturising, face cream is an important tissue softener, which also lowers the risk of ingrown hairs.
American Crew men’s face cream – the “All-In-One Face Balm” works as an aftershave balm and face cream, and is also an effective way to prevent skin irritation. This velvety-soft men’s balm moisturises freshly shaved skin and prevents redness and irritation. Its effective formula fights signs of skin fatigue and helps prevent ingrown hairs.
The environment around us greatly affects the condition of our skin. Every day it’s important to protect your skin from harmful factors by cleansing it of dirt and oil. Men’s skin differs from women’s, which is why men should also use skincare products made specifically for men.

American Crew men’s hair care – the key to beauty and success

While most men leave the barbershop looking on-trend, at home they either avoid using hair care products or use them incorrectly. That’s exactly why most men prefer to keep their hair as short as possible. Yet the right hairstyle is one of the simplest ways to look more stylish and successful!
The right hair care products are the foundation for maintaining a great hairstyle with good hold. American Crew’s Estonian product range includes several effective, internationally award-winning beauty secrets!

American Crew hair wax – the finishing touch

To easily recreate that “fresh from the salon” look at home, you need the right finishing products. For most, a single quality hair wax is enough. American Crew hair wax is ideal for this. Hair wax preserves the hair’s texture and lets you style it easily into a long-lasting look.
The A and O of men’s hair care starts with choosing the right, high-quality men’s shampoo. The rule is that shampoo should be chosen based on hair type, and conditioner based on the hair’s current condition. Shampoo opens the outer layer of the hair and cleanses it of dirt, excess oil, and styling product residue.

Before using shampoo, hair and especially the scalp should be thoroughly wetted under running water. The water should be warm enough for the shampoo’s active ingredients to absorb into the skin better. While washing, massage the scalp thoroughly with your fingertips, since it’s primarily the scalp that needs cleansing.
This is a fresh-scented shampoo that moisturises hair and scalp, made for men’s daily use. The formula includes several well-known natural ingredients such as wheat protein and sage extract. Wheat protein is derived from whole wheat. Wheat protein adds volume and shine while giving hair a well-groomed look.
Sage extract, on the other hand, is antiseptic and helps fight hair loss; both ingredients also moisturise and soothe the scalp and make hair soft and elastic. Works well for dry scalp and hair too.

Not just a women’s concern – thinning hair

We have roughly 100,000 hairs on our heads, of which normally about 50-100 hairs fall out each day, with the same number growing back. But when hair loss exceeds regrowth, thinning occurs.
Although this concern affects both women and men, men encounter it far more often. According to researchers, a quarter of men already experience baldness by their 30s, and two-thirds have thinning hair or are bald by age 60. Various studies show that in 90% of cases, hair loss is linked to higher-than-normal levels of the male hormone dihydrotestosterone.
Androgenic hair loss is characterised by hair loss starting at the temples and progressing to the crown, until the bald areas on top of the head merge. Often, unless it’s a genetic issue, the right hair care products can help. American Crew has developed a special shampoo for thinning hair.
This shampoo, designed for men for daily use on thinning hair, removes residue such as wax and gel, refreshes the scalp, and leaves hair soft and clean. It contains ingredients that cleanse, care for, and add volume and density to hair. It stimulates the scalp and encourages hair growth. The shampoo works well for fine-structured hair.

Effective ingredients in the shampoo:

• Rosemary leaf extract (Rosmarinus Officinalis (Rosemary) Leaf Extract) – Rosemary strengthens hair follicles, promotes hair growth, and helps combat hair loss by strengthening the hair roots.
• Menthol – The menthol found in peppermint gives hair a pleasant scent and stimulates the scalp.
• Castor oil (PEG-40 Hydrogenated Castor Oil) – Castor oil, thanks to its strong moisturising ability, is especially beneficial for dry or damaged hair. Regular use of various oils on hair moisturises it deeply and reduces breakage. Castor oil can also be helpful for those with dry, flaky scalp. It’s also excellent for stimulating hair, eyelash, and eyebrow growth, which is why it’s often used in hair, eyelash, and eyebrow care products.
• Hops extract (Humulus Lupulus (Hops) Flower Extract) – Hops extract gives hair texture excellent volume and adds fullness at the roots while ensuring better hold.

A daily energy boost – American Crew shower gel
Did you know that a men’s shower gel with the right scent stimulates the senses and awareness and can even help relieve stress and nervousness? So it’s worth paying special attention to this “small thing” after all.
Designed for everyday use, American Crew’s refreshing shower gel for Estonian men moisturises and nourishes the skin, keeping it healthy and elastic-looking. Its pleasant, fresh, masculine scent guarantees a great mood all day long. A true product that makes a man a man, just as the brand’s slogan promises!