A HEREFORDSHIRE farmer and distillery co-founder has embarked on his latest entrepreneurial venture by launching a skincare brand for men.

BAZ & CO was founded by James Chase and launched in September 2022 with three key products for a simple morning routine.

Mr Chase, whose father William was behind the successful Herefordshire Tyrrells crisps brand, was the co-founder of Chase Distillery, known for its vodka and gin products.

The new products include a body wash, exfoliator, and moisturiser, with the company vowing never to use parabens, soap, harsh exfoliants, detergents, sulphates, synthetic chemicals, or anything else artificial ever.

The hero ingredient featured in all three products is basil, proudly grown at the UK’s leading vertical farm.

“Everything we make is a celebration of naturally, vertical-farm-grown goodness, packed with a healthy diet of everything your skin needs, and nothing it doesn’t. The process is as green as the basil it grows”, said Mr Chase.

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“We’re also big advocates for taking those extra pockets of time, no matter how small they are, and putting them to good use,so that you

can benefit mentally and physically. Rituals and routines can be impactful in your daily life and it’s also why our products are designed to refresh and relax you, no matter what time of day you use them.”

James Chase set his sights on rejuvenating the male skincare market through the power of innovation and modern farming.

Inspired by his family’s journey of turning homegrown crops into original brands, he learned about the detrimental effects commercial farms have on the land and how male grooming products are yet to hero the positive, environmental effects of growing products in vertical farms, and the goodness he says this gives to skin.

Vertical farming sees crops grown vertically in stacked layers and in a controlled environment without soil.

On average, vertical farms use 85 per cent less water and 95 per cent less land than traditional agriculture.

The entire process uses renewable energy and zero pesticides.

BAZ & CO said basil is a natural moisturiser and proactively increases moisture when in contact with the skin, reduces roughness, and contains antioxidant and anti-inflammatory properties.

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