The ULTIMATE range: between simplicity and efficiency

The dawn of a new era in men's grooming

There are moments in a brand's history when every detail converges towards something obvious. For MLRS, this obvious choice has a name: the ULTIMATE range . Designed for the modern man, created for those who seek the essential without compromise, this new skincare line marks a decisive turning point in men's cosmetics.

The ULTIME range is not simply a collection of products: it's a manifesto. A manifesto for uninhibited, simple, effective, and resolutely future-oriented masculine beauty. A complete, coherent range, minimal in its approach, but maximal in its results. A range that fully embodies our mantra: “ULTIME, nothing more.”

How was the ULTIMATE range created?

Understanding modern men

For years, we have studied, analyzed, and listened to men's behavior regarding care. The observation was always the same:
Most want to take care of themselves, but reject complexity.

Overly long routines?
Dozens of different products?
Unreadable ingredients?
Very few actually subscribe to it.

Men want visible, fast, effortless results, and with products that inspire confidence.

MLRS was born precisely from this observation: to offer uninhibited men's cosmetics, free from the superfluous, focused on the essential.

The ULTIMATE range is its quintessence.

Five years of research dedicated to a single objective: to make it simple, but to make it right.

Behind every ULTIME product lies five years of development. Five years during which our teams worked with men's care experts, specialized laboratories, and grooming professionals to achieve a unique formula: a short, ultra-effective range adapted to all men.

We refused the excess.
We rejected repetitive routines.
We refused the extra ingredients.

Every decision was guided by a vision: to invent a routine that requires nothing more.

A strong identity: demystifying the world of men's grooming.

One of the biggest obstacles for men remains the perception of caregiving. Too technical, too feminine, too codified.

MLRS has given itself a clear mission:
reinventing the codes, breaking down barriers, creating accessible, elegant and modern men's cosmetics.

The ULTIMATE range, with its sleek design, signature fragrance, and raw effectiveness, embodies this desire: to make men's grooming simple, instinctive, natural — without ever sacrificing quality.

What the ULTIMATE range actually does

The strength of the ULTIMATE range lies in its comprehensiveness . It covers the essential daily needs of modern man. Nothing more, nothing less.

Each product serves a specific function and provides a real benefit. Here, nothing has been created simply to "fill a collection." Everything has been designed with usability, efficiency, and simplicity in mind.

The ULTIMATE beard oil

Beard oil is one of the cornerstones of our range. Designed for bearded men, whether they wear a short or long beard, it moisturizes, nourishes, and softens the hair while soothing the skin underneath.

• Deep hydration
• Light, non-greasy texture
• MLRS signature fragrance, discreet yet masculine
• Soft and natural finish
• Avoid tightness and itching

This is the essential care for a clean, well-groomed and elegant beard.

The ULTIMATE facial treatment

Because the skin is the first reflection of well-being, the ULTIMATE facial treatment has been formulated to meet the real needs of men:

• intense hydration
• daily protection
• light texture that absorbs quickly
• matte finish, not glossy
• anti-fatigue action
• natural and purifying composition

No three-step routine.
No layering of serums.
One product, one simple action, visible results.

The ULTIMATE facial treatment is particularly suited to active, sporty, busy men or men prone to dehydration.

The ULTIMATE styling products

MLRS is deeply rooted in the world of men's grooming. It was therefore obvious that our ULTIMATE range would include professional styling products:

• The ULTIMATE volumizing powder : perfect for a natural look, instant volume, a textured and matte effect.
• The ULTIMATE styling wax : strong hold, natural finish, easy to shape, suitable for all hair types.
• The ULTIMATE texturizing spray (if planned or future product): ideal for structuring and adding movement without weighing hair down.

Each MLRS styling product is designed to be simple to use, residue-free, with long-lasting hold and a light fragrance, true to the MLRS DNA.

A complete range that requires… nothing else

Our aim with ULTIME is clear: to offer a minimalist but sufficient range .
With just 2 to 4 products, every man can follow an effective, fast, consistent routine perfectly suited to his lifestyle.

• A soft and clean beard
• Hydrated and protected skin
• A neat and structured hairstyle
• A subtle and masculine fragrance

A complete routine.
A single range.
The ULTIMATE range.

III. The ingredients: the power of the essential

The art of selecting less, but better

Our products have been designed according to a simple philosophy: the essentials are enough.
This means that each ingredient has been chosen for its relevance, its actual effectiveness and its naturalness.

We have eliminated:

• superfluous ingredients
• aggressive components
• Marketing formulas without concrete benefits

What's left?
Natural, high-quality, pure, effective raw materials — without artificial additives.

Natural ingredients, selected for their real benefits

We have prioritized:

• Premium vegetable oils (jojoba, sweet almond, argan depending on the formula)
• Natural extracts with soothing, moisturizing or purifying properties
• Active ingredients known for their direct effectiveness on the skin or hair
• Clean, non-comedogenic and non-aggressive textures
• Signature fragrances developed especially for MLRS

Each formula is crafted to offer a raw, natural, elegant feel — true to the modern man.

A perfect balance between nature, science and efficiency

The goal was never to be "100% natural" or to ride a trend.
The goal has been — and remains — to create fair , healthy and high-performing products, capable of supporting all men in their daily lives.

Science allows us to improve the stability of formulas.
Nature offers us a pure and high-quality foundation.
MLRS's expertise unites the two.

ULTIMATE: the beginning of a long adventure

MLRS wants to reinvent men's cosmetics

The ULTIMATE range is just the first chapter.
A starting point.
A solid stone placed in a much larger vision: to revolutionize men's beauty in a lasting way.

At MLRS, we believe men deserve products that:

• elegant
• effective
• simple
• natural
• designed for them and not to please traditional standards

The market is evolving.
Mentalities are changing.
Men want to take care of themselves without feeling judged, without getting lost in complex routines.

ULTIMATE is our answer.
And this is just the beginning.

Innovative projects already in preparation

Without giving too much away, we are already working on:

• new ultra-essential formulas
• even more advanced products, but still easy to use
• specialized skin, beard, and hair care
• premium accessories to complete the MLRS routine
• exclusive collaborations with grooming experts

Our ambition is clear:
to make MLRS the absolute benchmark for next-generation men's grooming.

A long-term vision: to support the man of today and tomorrow

Modern man is evolving.
His needs change.
Her relationship with beauty is opening up.

MLRS is committed to supporting this transition over the long term.
With you.
With respect.
With elegance.
With conviction.

The ULTIME range is the symbol of what MLRS stands for: uninhibited, simple, essential and resolutely effective men's cosmetics.