BASED is built on one principle: what you put on your hair, skin, and body matters.

No cheap fillers. No shortcuts. Just science-backed, high-performance formulas that actually perform, so you can both look and feel your best.

This isn't wellness marketing. This is men's care done right, real ingredients, real results, zero shortcuts.

Our formulas are built with premium, carefully selected ingredients, and not in a fake, greenwashed way.

Depending on what the product is meant for, we've carefully engineered the formulas to deliver results you can see and feel, without sacrificing how they feel to use.

Our ingredient standards are strict, and on all our products you can see which exclusions are relevant to that particular formula. A few amongst a very long list are parabens, sulfates, and silicones.

The bottom line is if it doesn't serve you, it doesn't go in.

Because most men don't realize what they're putting on their skin daily.

Many drugstore products rely on filler ingredients, cheap fragrance, and shortcuts that can leave hair or skin feeling worse.

We use premium ingredients, no filler, no shortcuts, no hidden compromises.

Because we're not selling cheap lather and fragrance.

We use ingredients that support your skin, body, and hair routine, things like omega-rich oils, botanicals, and barrier-supporting cleansers that cost more but perform better.

This is premium personal care with zero compromise.

Because we're grounded in truth and health, not trends.

BASED means no compromise. No fake marketing. No harmful ingredients.

We build products for how men actually live, sweat, shower, and grow, and we do it clean.