SORTED. began with a frustration. Good skincare for men either tried too hard — covered in mountain imagery, drenched in "rugged" marketing — or gave up entirely, settling for the kind of two-in-one shower gel that smells like a service station. We wanted something quieter.

We started in a converted warehouse in Maroochydore with a simple brief: make three skincare products that a man could use for the rest of his life without ever needing to think about it. Everything your skin actually needs, nothing it doesn't.

What that meant in practice: working with formulators who actually understood Australian skin. Sourcing native botanicals — Kakadu plum, quandong, lemon myrtle — from regenerative farms and Indigenous-owned supply partners. Choosing bakuchiol over retinol because it works without the weeks of redness. Building in SPF 30 as standard.

What we won't do.

We won't add ingredients just because they're trending. We won't launch a 14-product range. We won't use dark-pattern upsells at checkout. We won't ask you to think about your skincare more than 90 seconds a day.

Our entire business is built on the belief that you deserve products that earn their place on your shelf — and then stay there.

Why the Sunshine Coast?

Because this is where we live, and making things near the people who make them means we can walk into the lab, watch the bottles fill. It means tighter quality control, shorter supply chains, and a smaller footprint. It's not a marketing story. It's just how we choose to do it.

The name.

"Sorted" is the way Australians already say it. Got it sorted. All sorted. Skin sorted. It's the plainest possible way to describe what we're trying to do for your face: handle it, simply and well, so you can get on with the rest of your day.

We don't have a founder's manifesto about disrupting the industry. We just have three products, a room full of people who care about them, and a quiet belief that less, done properly, is almost always better than more. Thanks for being here.