A new men’s grooming & cosmetics brand, BCOS, has been launched in the UAE to address the crucial role of likability for men in various aspects of life, including combating loneliness, enhancing personal connections, finding love and even professional success.
Founded by Leila Selmane, BCOS is a homegrown brand dedicated to enhancing the grooming habits of men in the UAE. The brand offers a fresh perspective on men’s self-care, driven by a keen understanding of the unique grooming needs of men.
“While women are supported by an abundance of products and grooming advice, men often lack similar resources,” stated Leila Selmane, Co-Founder & CEO of BCOS.
Inspired by personal experiences that highlighted the impact of grooming on how others perceive us, Leila created BCOS to provide men with innovative grooming products and the necessary knowledge to improve their grooming habits. By helping men present themselves more confidently and attractively, BCOS aims to boost self-esteem, foster social interactions, and open opportunities for personal and professional success.
“Many men may not even understand the critical role grooming plays in making a positive impression. They may be willing to improve their grooming habits, but often, they don’t know where to start or what products to use,” Leila continued.
BCOS is committed to equipping men with the knowledge and tools necessary for impeccable grooming, ensuring they never miss an opportunity to make a positive impression. The brand simplifies grooming, making it straightforward for men to look sharp and feel confident daily.
