Tomas Tappin is co-founder of Two Dudes, a men’s skin care brand from New Zealand.
Please briefly introduce yourself, your company and your role.
I’m Tomas Tappin, co-founder of Two Dudes, a men’s skin care brand from New Zealand. At Two Dudes, we’re on a mission to redefine men’s self-care with straightforward, effective, and natural products that men actually want to use. We believe in keeping things real — real ingredients, real results, and real conversations about self-care and men’s health.
As co-founder of a start-up, my role is wide-reaching — I lead sales, marketing, and product development to drive our brand's purpose of making self-care accessible to all dudes while supporting men’s mental health through our charitable contributions. Our journey started in a flat garage four years ago, and today, we're stocked in all of New Zealand's major retailers, challenging industry norms, and making skin care more accessible for dudes.
What do you consider to be your most significant achievement to date – whether it’s a specific project, collaboration, or partnership – that has helped shape your professional journey?
Our most significant achievement to date is launching Two Dudes into all of New Zealand's major supermarket chains; including Woolworths, New World, PAK'N'Save, and Fresh Choice.
These milestones represent years of hard work and perseverance, from starting as a side hustle during our corporate jobs at Heineken, selling at farmers' markets on our weekends, to now securing a spot on the shelves of these major retailers. The partnerships have not only expanded our reach but also marked a key moment in making men’s skin care more accessible across the country. We're here to ignite the men's grooming boom, and this has been a testament to our mission of changing the way men approach self-care, while laying the foundations for even bigger things to come.
What inspires your work, and how do you stay motivated to continue driving innovation in the industry?
My work is inspired by the powerful connection between mental and physical health. From personal experience, I’ve found that when you look after yourself physically, you feel better mentally. This belief is at the core of what we do at Two Dudes — we’re not just about skin care, but about promoting overall wellbeing. Helping guys understand the importance of self-care and seeing the impact that has on their confidence and mental health is a huge motivator.
Innovation comes naturally when you're driven by a purpose. Our customers are a constant source of inspiration, and their stories about how our products help them feel better inside and out keep us pushing forward. Whether it’s refining our formulations or expanding our range, we stay motivated by knowing that we’re making a difference, one product and one bathroom at a time.
What trends do you foresee in the APAC personal care and beauty industry?
In the APAC region, I see several key trends shaping the future of the personal care and beauty industry. One of the biggest shifts is the growing demand for transparency and authenticity. Consumers are becoming more educated about the products they use and want brands to be clear about ingredients, sourcing, and quality. We have to stay at the forefront of these, so our core philosophy at Two Dudes is keeping it real. We focus on real ingredients, real results, and clear, honest communication.
Another significant trend is the rise of gender-neutral and male grooming products. Traditional beauty boundaries are dissolving, and more men are becoming comfortable with self-care routines. Research has found that the historical approach of creating “for men” brands as sub-segments of female master brands has actually been a barrier to category growth, preventing men from starting their skin care journey because the brands don't resonate.
Two Dudes is not a sub-segment — we are the master brand. By flipping the traditional model on its head and targeting our marketing directly at the end user rather than the shopper, we’re generating excitement and driving incremental growth in the men’s grooming category. The men’s grooming category is set for major growth, especially as the stigma around men using skin care products continues to break down.
What advice would you give to young professionals looking to make an impact in the APAC beauty industry?
Be real – Stay true to your values and purpose. Consumers value brands that stand for something meaningful -- there are a lot of great products in the market but if you want to connect on a deeper level and create brand loyalists you need a real reason for being.
Challenge the status quo – Don’t be afraid to take risks and disrupt the industry. Things often get done the same way for a long time, but it doesn't mean it's right or the best way. The most impactful brands are often those that push boundaries and think critically about what is possible.
Health is wealth – Your physical and mental well-being are key to long-term success. When you look after yourself, you’re in a better place to innovate and make an impact. Make daily investments into exercise, nutrition, and of course -- skin care.
What do you hope to achieve in the future?
Our goal is to continue expanding the reach of Two Dudes, making men’s skin care a staple in more households across the globe. We want to help reshape the conversation around self-care for men, normalising skin care routines and breaking down outdated stigmas around masculinity and grooming.
We want Two Dudes to lead the charge in men’s health beyond just grooming—connecting physical and mental well-being as part of a holistic approach to health.
Ultimately, the ambition is to grow our impact, both in terms of reaching more dudes and continuing to support mental health initiatives. By laying a brick each day carefully and consistently, over time we can make a real difference in men’s lives, one bathroom at a time.
