Ali Bin Ali, VITAMAN’s distribution partner across the GCC, sits down with Michael Gebran, Global CEO of VITAMAN, to talk professional grooming, the power of technique and why some of the world’s best spas keep hearing the same request: the men’s treatment, please.
For 27 years VITAMAN has been quietly shaping the way men are looked after in some of the world’s finest hotels and spas. Long before men’s grooming filled the shelves, the brand was in the treatment room, refining technique, training therapists and building a menu designed entirely around men. Here, Michael Gebran explains why the professional side of VITAMAN remains the beating heart of the brand.
VITAMAN began in 1999. What was the original idea?
VITAMAN was born inside the Australian spa industry. At the time, men were walking into spas and being offered treatments designed for women, with a few words changed on the menu. The gap was obvious. Men have different skin, different concerns and a very different idea of what relaxation looks like. So VITAMAN built a professional range and a treatment system specifically for them. Twenty-seven years later that is still our foundation.
Everything we make starts in the treatment room and works backwards.
Most people know VITAMAN from the shelf. Is retail the core of the business?
Retail and e-commerce matter. We’re in more than 26 countries and registered across five territories and homecare is how many men first meet the brand. But the heart of VITAMAN has always been professional.
We have a large footprint across hotels, spas, executive grooming lounges and global contracts, where our treatments are delivered every day by therapists we have trained. That professional channel is what gives the products their credibility. When a man experiences VITAMAN in a five-star spa, he understands why the product in his bathroom works.
Where can people experience a VITAMAN treatment today?
Our treatments have been taught to therapists all around the world, in some of the most respected names in hospitality, including Hilton, Marriott and Mandarin Oriental.
Alongside our hotel and spa partners we work with executive grooming lounges and professional clinics. The setting changes from market to market but the standard doesn’t. A VITAMAN treatment should feel the same wherever in the world you book it, from the first hot towel to the final stretch.
What makes a VITAMAN treatment different from a standard facial?
Technique. We approach a man’s face, scalp and body the way a sports therapist approaches muscle. Men hold tension in the jaw, the neck, the shoulders and across the scalp. Our signature techniques release the myofascia, the connective tissue that wraps every muscle, combined with deliberate stretching sequences.
The therapist reads the body first, then works with it rather than over the top of it. The result is a treatment that goes genuinely deep. Men walk out feeling physically lighter, not just cleaner. The skin results are excellent, but it’s the release that keeps them coming back.
“Men walk out feeling physically lighter. The skin results are excellent, but it’s the release that keeps them coming back.”
‒ Michael Gebran, Global CEO
How many treatments are on the menu now?
VITAMAN currently has more than 12 signature treatments. They range from precision shaving rituals and advanced facials through to scalp, hair, body and recovery experiences. The newest family is our Skin Longevity treatments, which men have embraced quickly. Each treatment is built as a system, so the therapist knows exactly which products, which pressure and which sequence to use and the guest leaves with a homecare routine that continues the work.
Tell us more about Skin Longevity.
Skin Longevity is our philosophy for the next decade. Men don’t want a 12-step routine and they don’t want quick fixes. Th
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