gorgeous Pretty Tough In The CaTskills

Men’s grooming titan CHRIS SALGARDO’s journey from Kiehl’s to Atwater has been epic. Now, he’s ready for more.

BY MARCO MEDRANO

hether you’re incessantly following skincare trends (who isn’t?), flipping through men’s fashion magazines (they still exist, yes?) or scrolling through your socials full of movers and shakers, I know you’ve seen Chris Salgardo somewhere. I mean, the beauty industry A-lister makes himself noticed. Salgardo’s public persona—bearded, burly, playful, larger-than-life—belies how often he seems to downplay his formidable business chops. Honestly, who among us could credibly go from a biker convention to the boardroom…in the same outfit? Exactly.

Salgardo’s long and public tenure as CEO of megabrand Kiehl’s in many ways helped to shape much of how the men’s grooming market is perceived today. With his patented entertaining, force-of-nature insistence, Salgardo showed tough guys how to care for their face confidently and efficiently at any age. Salgardo spoke to men who looked like him in a clear voice to counter the endless cacophony of contradictory (mis)information the beauty industry invariably is known for.

A resident of the Hudson Valley/Catskills for more than a decade, the grooming executive says his environment has had a profound influence in developing his latest and most personal venture, Atwater, his new premium skincare brand for men. The handsome skincare brand contains all the good stuff and none of the bad stuff—really. And at a price his competition sells for twice or three times more.

But who’s the real Chris Salgardo? Is he the couture suit-wearing dandy on the Chanel fashion show red carpet? Or is he the biker-booted leather-clad stud on a motorcycle ride fundraiser for amfAR? Or the T-shirt-and-jeans on weekends dude chillin’-and-grillin’ with his Catskills friends? Of course he’s all those things which tracks perfectly with his early career days on a retail floor working behind a beauty counter.

Let’s see what the man of the hour is up to.

How different has your work life been from Kiehl’s to Atwater?

Oh, it’s been a significant shift in my dayto-day work life. While I cherished my 18 years at Kiehl’s, Atwater has introduced me to a new dimension of responsibilities. As an entrepreneur at heart, the workload is allencompassing, and I find myself handling nearly every aspect independently.

In contrast, at Kiehl’s, I had the support of an expert team and the backing of our parent company, L’Oréal. The opportunity to build a brand on my own terms is something I’m profoundly grateful for.

Does living in the Catskills influence your business much?

The environment in the Hudson Valley and Catskills has a profound influence on my business. Although I’ve lived here for a decade, I may not have fully appreciated the natural beauty and slower pace of life until now.

Having the influence of nature and a more tranquil setting allows me to focus intensely on creating products that can be the best they can possibly be.

If you could change one aspect of living here, what would that be?

It would undoubtedly be the availability of services. Many residents, including those who have moved here from the city, miss the convenience of urban amenities—you know, dry cleaners, tailors, diverse food options and comprehensive healthcare services. Personally, I still find myself traveling to the city for some of these essentials when I wish they were readily available locally.

Recently, a media titan told me her teenage boys break into her skincare daily. Do you think men are more informed about skincare than they lead on? Or, rather, do you think men are as simplistic about their skin regimens as the industry makes them out to be?

When it comes to men’s skincare, I believe there’s still work to be done. The younger generation is becoming more comfortable with skincare products, but there remains a stigma around men using such products, particularly in public settings like department stores. We must continue breaking down the stereotype that skincare is either egotistical or exclusively for women. Men need to know that we acknowledge their desire to take care of themselves, and it’s a commendable choice.

While some men have (quietly) used women’s skincare for decades, what’s it like to develop female fans for your male-focused brand?

Developing a female fan base for our male-focused brand was something I anticipated. Women often appreciate a compelling founder’s story, and since I played a central role in building Atwater, they resonate with the brand’s authenticity. Additionally, women tend to be more informed about skincare ingredients, making them more receptive to our products. Currently, 16 percent of our clients are women, and this number is steadily increasing.

What’s the most frequent skincare question you always seem to get?

Well, that varies depending on the audience. Men often ask about the correct usage of our products, seeking assurance that they’re following the regimen correctly. On the other hand, women frequently inquire if our products are suitable for them as well, and the answer is a resounding ‘yes.’

Did you think we’d reach a time when men’s nail polish would be the norm?

The acceptance of men’s nail lacquer has been a long time coming, and I’ve always believed in its potential. My fascination with it dates to my first rock concert when I was all of 16. Nail products, particularly lacquer, have been a significant success for us, indicating that men have a growing interest in various grooming categories. It’s an exciting evolution and a testament to changing norms and attitudes.

Halfway There

It’s an imposing site. Whenever I take the train from Grand Central to visit friends north of New York City, I see the striking architecture situated on the west side of the Hudson River—an assortment of Victorian, Gothic and Tudor styles, its jagged arches, turrets and battlements the fruit of a hallowed devotion.

I’m speaking about the picturesque campus of the United States Military Academy in Orange County. Established in 1802 by President Thomas Jefferson, West Point has been the alma mater of countless military leaders who’ve left an indelible mark in American history.

I’ve always had an affinity with the military having grown up a military brat—both my father and oldest brother retired as Air Force colonels, while my godfather and namesake, an Air Force major general, was the executive assistant to the Chairman of the Joint Chiefs when I was born. An uncle served in the Army, however. Robert, called “Bobby,” was my mother’s only sibling, two years older, named after his father, the unique Army veteran among an Air Force ménage. Bobby was the impetus for my detour to see friends and visit West Point where he had graduated in 1943.

Exploring West Point, one must begin by visiting its showcase—the West Point Museum, in Olmsted Hall, open to the public. Passing through its grand entrance, this oldest of federal museums expands on West Point’s history and its illustrious graduates—the conflicting loyalties represented by its former superintendent Robert E. Lee, future presidents Ulysses S. Grant and Dwight D. Eisenhower and Gulf War commander Norman Schwarzkopf are among its alumni. There are more than 60,000 artifacts among its four floors and six galleries, a history of warfare ranging from Stone Age clubs and ancient Egyptian weaponry to signature arms—Napoleon’s sword!—as well as defenses used in modern US wars—artillery pieces, a World War I tank, an eye-opening full-sized replica of the atomic bomb dropped on Nagasaki, Japan and myriad automatic firearms. Battle dioramas are intertwined with historically important paintings and sculptures that lend a patient and artistic thoroughness.

One particular display gave me pause—the uniforms worn through the years by cadets, a poignant reminder of the thousands of young men and, eventually, women who spent characterbuilding years at West Point marking their relationship in the destiny of the nation.

I thought of my uncle—how Bobby grew up in rural Tennessee and made his way to a congressional appointment at West Point.

After graduating, having already received his pilot’s wings, Bobby was soon transferred to a combat unit overseas—the 358th Fighter Group—which played a critical role in the liberation of France in World War II. Returning from a mission on New Year’s Eve, 1943, Bobby’s P-47 fighter aircraft ran out of fuel and crashed landed in Southern England. He survived, but with near fatal injuries, returning to the US for treatment. After a lengthy hospitalization, remarkably, Bobby returned to full flying status. He’d made it through the war after all.

Then, on August 1, 1947, on the day President Harry Truman established Air Force Day (the precursor to our current Armed Forces Day), honoring “the personnel of the victorious Army Air Forces,” during a commemorative air show in Jamaica, flying the only fighter in the show, Bobby completed the second roll of his aircraft. His