BASELINE
Skincare for guys who don't do skincare.
Guys won't reapply if it's noticed.
If it stings, shines, smells, or leaves a white cast — it's not getting used twice. So most guys skip it, burn, and deal with the peel later.
We needed something a man would actually reapply in a truck, on a course, or in a carpool line without a comment from anyone.
2 drops, invisible, designed for sensitive skin.
Baseline is one bottle, morning and reapply. No fragrance. No grease. No white cast. Disappears in ten seconds and stays matte.
Founder testing in Hoover, AL.
Currently in daily wear through real Alabama sun. Not a lab in California.
Testing on golf courses, baseball fields, job sites, and school pickup. If another dad notices it, we reformulate. So far, zero comments. That’s the point.
First batch is cooking.
We’re finalizing the invisible matte formula. Join the list for early access and Hoover-only field test notes.