For decades, skin and hair care was dominated by traditional cosmetics. Men were left caught between generic products and a language that didn’t speak to them. But today’s man demanded more. Helseffekt was created to change that. Not as an extension of cosmetics, but as a category of its own: pharmacosmetics for men. A clinical approach for those who seek, and deserve, real results. But launching a new brand wasn’t enough. A new standard had to be built. Something that didn’t yet exist had to be created, its codes defined, and turned into the benchmark for an entire category.