GetMr has relaunched as Modern Ritual, a skin care brand dedicated to providing simple and holistic skin health products for men. The rebrand precedes the launch of its at-home skin cancer screening solution.
Dermatologist Beth Goldstein, MD, and her daughter, Elianna Goldstein, founded the company.
The brand’s existing products, including its most popular product, The Daily 3-in-1 moisturizer, antioxidant aftershave and mineral sunscreen, will not change their formulations.
Research by Goldstein and her daughter, published in the Journal of Drugs and Dermatology, found that only 17% of men wear sunscreen daily, while wearing sunscreen every day can help reduce the risk of skin cancer by nearly 40%.
Goldstein's husband and Elianna’s father was treated for skin cancer in 2018, making fighting the disease personal.
“After our family’s own run-in with skin cancer and my experience treating male patients, I saw that men were not wearing sunscreen regularly," said Beth Goldstein. "Sometimes they just didn’t realize how at risk for damage they truly were, or they didn’t like their current options. It was vital that we formulated a product that is both efficacious and safe.”