Ritual knows how men think. They know that men seek out quality grooming products, but they do so covertly lest they become stigmatized with the feminine scarlet letter of “metrosexual.” Because men can’t boldly make the plunge into their own beauty aesthetic without feminine ramifications, they need products that have a masculine sensibility. In response, Ritual has coined the term “machosexual” and has released a full line of grooming products tailored toward the man that wants to look and feel good without extended sessions watching the Bravo network. So what did Ritual figure about the male mode of thinking? Men are inherently simple creatures, and they follow basic routines. Thus Ritual has kept their marketing simple: Shit, Shower and Shave. Men don’t like to pay a lot for their basic grooming needs (unlike their high maintainance girlfriends), so Ritual keeps their prices competitive to keep men from thinking they are putting too much emphasis on their own beauty. Men like quality, so Ritual uses only the highest quality materials. Lastly, while other competitors overwhelm men with an unlimited number of products, Ritual keeps it simple, just a basic grooming kit. No frills. Some of their products include: Nature Calls: an odor eliminator; Trifecta: a body, hair, and face wash; Razor Rinse: which is, well -- self-explanatory. Ritual keeps it simple. According to Scott McEwen and Ty Lifeset, the founders of this innovative company, we are all creatures of habit, of ritual, of routines. We adhere to the basic philosophy of the “Shit, Shower, and Shave.” And so finally, men have the answer to some of their most primal and ritualistic needs: courtesy one of the most hip companies out there. What’s in your medicine cabinet? www.yourritual.com