You know what we hate? Transparent attempts to ‘dude up’ your product. Naming soap ‘fuel’ and featuring pictures of greased up rockers in leather jackets doesn’t make things look cooler, it just looks teenage. Which is why we’ve chosen something from the ‘gifts for her’ part of the site. It’s all just stuff that cleans your body at the end of the day, there’s no need to for it to threaten your masculinity. And if it does, then surely your masculinity was pretty frail to begin with? (Kiehls)

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