He’s Just A Man: Ben Almeter made his own laundry detergent...
The founder of PR agency Dispatch has one blend for his clothes and another just for his sheets.
I’ve spent a large part of my career asking women why their skin is so good or what beauty products they stock in their top shelves, but I’ve rarely gotten the opportunity to do the same with men. Welcome to He’s Just A Man, where I try to uncover why men are the way they are—at least when it comes to beauty.
When Ben Almeter and I met, we were just college kids doing group projects together. But I’ve also always known him as a person of great taste—and intuition; he has a knack for spotting up-and-coming brands. He worked early on for Harry’s, the razor maker valued at $1.7 billion in a private fundraising round in 2021. He was the first PR hire at luggage company Away, which also reached unicorn status.
Since then, Ben has founded his own PR and communications agency, Dispatch, through which he was the founding representation for brands like Crown Affair. He’s also worked with luxury essentials label Comme Si, underwear company Parade, and—one of my personal favorites, and now-defunct—slugging line Futurewise (RIP slug balm 😭).
Keep reading for the scent he layers over his custom detergent, the reusable face mask he uses to lock in his serums, and the hair mist he always keeps on hand.
“My interest in skincare came with age. When I started getting acne as a teen, I went straight to the aisles of Target or CVS. These days I rely more on recommendations, and I’m a bit more conscious of ingredients and the science behind a formula. Still, I’m a less-is-more kind of guy—I won’t hold on to anything in my ‘routine’ (quotation marks because I don’t even know if you can call it that) unless it feels actually effective. Right now, it’s pretty hydration-focused.
I won’t hold on to anything in my ‘routine’ (quotation marks because I don’t even know if you can call it that) unless it feels actually effective.
In the mornings, I wash my face in the shower with Experiment’s plasma wash, pat it dry, and if necessary, shave with House of Atlas’s ultra comfort shave gel and razor. Then I immediately drench my face in Isla’s elixir—it’s the giant sip of water my skin always seems to be begging for. If I feel like I need it, I’ll add moisturizer. I switch between whatever I have in stock, but my favorites include Dieux’s instant angel, Isla whipped dream, Experiment’s molecular mesh. Sunscreen-wise, I’m making my way through bottles of Kinfield’s SPF 35 and Supergoop!’s unseen SPF 50. I only wear body sunscreen if I go to the beach, and at that point, I grab whatever I can find.
My nightly routine only happens every so often. I’ll use whatever face wash is lying around, then go straight to Experiment’s super saturated serum. If I’m lounging before bed, I’ll throw on Experiment’s avant guard face mask to lock in the moisture. It’s reusable, and the ear straps keep it tight on my face—big win.
Facial treatments aren’t a regular part of my skincare, but I’ll indulge when I’m traveling. A favorite was at Turtle Inn, one of Francis Ford Coppola’s hideaways in Belize.
Hair-wise, wash day is usually once a week, if that. I like Crown Affair’s shampoo, and I’ll only use conditioner if my hair really needs it. I’m big on air-drying: I’ll pat it semi-dry with a Crown Affair hair towel (if I have one nearby), tussle it into place with my fingers, and let it do its thing. If my hair won’t comply, I’ll style it with a tiny bit of California Born’s days of dirt cream.
I always keep Oribe’s foundation mist on hand—I have one in my gym bag, one at home, and another in my travel bag. It’s perfect for when I don’t have time to shower but need something weightless to whip my hair back into shape. But honestly, if I don’t have a bottle nearby, tap water works just fine.
I’m not a big cologne or perfume wearer, but I’ve gotten really into functional fragrance. I pay attention to scents in everything from my Native bergamot and pine deodorant to Method sandalwood and vetiver body wash. I’ve even become picky with laundry detergent. After one too many nights feeling nauseated by the smell of Tide in my sheets—all I could smell were chemicals—I reached out to a formulator to create a custom clean detergent. I wanted something warm and woody—sandalwood or cedarwood—with spice or earthiness, like cardamom. Since then, I’ve also had them make a vanilla-lavender blend for sheets.
If my brain’s on straight in the morning, I’ll think about which fragrance to layer on top of the detergent base—sometimes grapefruit, pear, or bergamot. Recently I’ve been loving Boy Smells’ new launches; Hinoki Fantôme nails it. I’m also into Régime des Fleurs—every scent feels special and unique, especially Falling Trees. And I’ve always loved the world D.S. & Durga creates; Cowboy Grass instantly makes me think of an open field out west.”
omg two favs!!!!!
I’m speechless