From multi-million dollar Bel-Air mansions and superyachts to partying with supermodels, Dan Bilzerian personifies the decadence of luxury. An ex-army turned world-class poker player, the Internet has crowned this American-Armenian juggernaut as the unofficial ‘King of Instagram’.
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Last week, Bilzerian visited Mumbai for the first time to launch his association with Livepools, an online fantasy sports prediction portal in India, and to introduce Alister to the Indian market. Alister, Bilzerian says, uses 100 percent natural ingredients and an in-house concept called Pheroboost™, which infuses naturally-gathered pheromones into its products, helping men feel more confident.
We spoke with Bilzerian about his new luxury grooming venture and his personal grooming cues.
What makes Alister stand out as a luxury grooming label?
I conceptualised Alister the day I went out shopping for new grooming products and realised that men simply need more. I found that there was a serious gap in the market for affordable, luxury products with clean ingredients. We want products that are hassle-free yet efficient and durable, which further led us to the concept of Pheroboost™.
Tell us about the infusion of pheromones in your products and the concept of Pheroboost™
I think all men desire to be seen as confident and attractive individuals, but their efforts require direction. To me, it’s best done naturally rather than artificially. Pheroboost™ is a perfect blend of plant-based pheromones that can amplify the production of natural pheromones. They’ve been designed to adjust to your existing pheromones, and enhance it naturally by adding another layer.
Conscious luxury is an important aspect of Alister. What was your idea behind that?
I don’t think I’d be able to stress enough upon the importance of being aware of the products you use. I wanted to be extremely transparent about ingredients, which is why it’s 100% natural. It’s something every man should consciously inspect. Conscious luxury is the wave of our future.
Which would be the best product from Alister’s line?
The Travel kit Deluxe by Alister is my favourite. This 360-degree kit contains all your travel essentials for hair and body. It’s the perfect last-minute grooming kit you can just grab before you head out.
What kind of grooming regime do you use when travelling?
Honestly, I’m quite particular about what I use but I keep it super simple. A healthy, good cleanser and moisturiser are my essentials. I’d throw in a trimmer as well to keep it tidy.
What does it take to maintain a well-groomed, healthy beard?
Nobody has a perfect beard, but I think men first need to just find the right style. It’s a combination of a bunch of things – consistency, knowing which product suits you, and patience. You have to make the effort, otherwise you’ll be dealing with a mess. I personally go super low maintenance with just two trims a week.
In your opinion, what’s the most common mistake men make in the matters of grooming?
I think men hasten the process of picking the right product. They usually look for a quick fix, which isn’t sustainable at all. Men should be doing their research, and not ignore labels and ingredients. It is wise to invest in products that have long-standing results.
Alister will be debuting in India towards the end of 2019 and their product line will be priced at Rs 2,000 onwards.
All images: Courtesy Alister