by The Culinistas
When we made the decision to create our glowing skin menu, we knew we had to speak to both men’s and women’s skincare experts, and we immediately thought of Soft. Soft was founded on the belief that skincare for men should be simple and effective rather than rugged, hyper-masculine, or minimalistic. Co-founders Emily, Patrick, and James started the brand with a hydrating face mask after noticing a huge gap in the market. The Moisture Mask is now their signature product featuring staple ingredients like hyaluronic acid and niacinamide along with natural extracts like ginger and turmeric. They named the brand Soft intentionally, as a play on the stigma that taking care of your skin is a feminine practice, when in reality, it’s simply self care. We sat with the three co-founders to discuss Soft’s skincare philosophy and what foods they eat to make them glow.
How long you’ve been in business
Since November 2019
Describe your brand/skin care approach
Skincare doesn’t have to be hard.
Three words to describe your skincare philosophy?
Ritual, simplicity, hydration.
Three people you’d like to have dinner with
Dev Hynes, Melinda Gates, Neil DeGrasse Tyson.
Who’s your skin muse?
Culinary staples in your kitchen
Bananas, apples, kale, chickpeas, whole wheat pasta, tahini, cherry tomatoes, olive oil, turmeric, paprika, cinnamon, chocolate-covered almonds, and frozen pizza (often with cauliflower crust… but not always!)
What’s on tap for 2020?
This year, we’re focusing on expanding Soft’s retail footprint and we’ve started developing our next product, which will also focus on the ritual of self-care, but put it on hold in light of the pandemic. Now, we’re focusing on our #Masks4Masks fundraising efforts to supply N95 masks for doctors, nurses, and other front-line workers in New York, where hospitals are experiencing severe supply shortages. So far, we’ve raised nearly $25,000 through Soft orders and our GoFundMe page, and we’ve been able to deliver around 10,000 masks to doctors and nurses all over the city.
Glowing Skin Menu Picks
Morning Glory Bread (with carrot, zucchini, banana, flax seed, sunflower seed, rolled oat, coconut sugar, apple cider vinegar, cardamom)
We’re always craving something warm and comforting in the morning, but typically avoid eating too much bread. This is the ideal healthy, nutrient-packed alternative—and with considerably more flavor!
Grilled Watermelon Salad (with watermelon, sheep’s feta, arugula, basil, mint, shallot)
Watermelon and feta is a favorite combo for our co-founder Patrick. Add some arugula and fresh herbs, and you’ve got yourself a perfect appetizer (or main course, if you can’t stop eating it).
Poached Salmon & Spring Peas (with wild salmon, spring pea, shallot, crushed red pepper, lemon)
We’ve known about the omega-3 skin benefits of salmon for years, but never felt confident enough to make it ourselves until recently. We were surprised to find how easy it is to roast in the oven, and we always serve it with a ton of lemon, so this recipe is speaking our language.
Carrot Roasted Brussels (with brussels sprout, carrot, golden raisin, almond, cilantro, lemon)
Roasted brussels sprouts are another go-to dish for us—this winter, we ate them at least once a week alongside a ton of other roasted veggies, usually with a spicy tahini dressing. This carrot and raisin preparation is a lighter, fresher option to keep on hand for the summer months ahead.
Chimichurri Chicken (with chicken breast, parsley, cilantro, oregano, garlic, fresno chili, lemon)
Give us anything with chimichurri sauce and we’re happy!
Meyer Lemon Tart (with meyer lemon, black berry, rice flour, agave, egg, butter, sumac)
Emily is pretty open about her obsession with citrus, particularly lemons. She admits to eating them raw as a kid (maybe she still does). A lemon tart with blackberries is her ideal dessert, any day, any season.
Thank you to Emily Farra for providing the beautiful photo.