SIMEON DOYTCHINOV

Here’s the truth.

I didn't start SD05 because I was obsessed with skincare. I started it because I wanted to create a business.

While I was considering different ideas, my mother, a luxury all-natural cosmetics formulator who's been in the game for nearly two decades, and the proud owner of Conscious Cosmetics, came up with the idea of creating an extremely simple to use, masculine line for men.

She developed the product line over several months of trial and error, eventually arriving at the current SD-05 Set.

Doing a deep-dive into the ingredients in the formulations and comparing them to those in mainstream products, I found out that 99% of grooming products are loaded with hormone disruptors and carcinogens.

The testosterone levels of men are a fraction compared to those of our grandfathers at our age, and we have been convinced that it's normal, even a good thing. 

I learned what role testosterone has in the male body, and how higher levels lead to men living a strong, energetic, purposeful life, while a deficiency leads to wrecked fertility, depression, and weight gain. 

There's currently a war on men's health, and I decided I wanted to join the battle.

I also realized that the ingredients in our products are a big deal and usually reserved for luxury brands, where a single serum can set you back half a grand. AND that without the brand-name markup, we can offer our superior level of quality and position the set at an affordable price.

At this point, I had serious confidence in our products. 

As I furthered research into how looks, especially clear skin, that has been scientifically proven to give men a competitive advantage, not only in dating but also in their careers, I realized this was going to be the way that I get to help men today. Not only by selling a skincare product, but by motivation to take action towards the betterment of their lives, with skincare being a tool to use along the way.

SIMPLY EFFECTIVE

Most skincare routines are complicated and overloaded with steps no one has time for. 

Our regimen is simple, our formulations are pioneering and complex. We let the products do the work, not you. 

Every formula is designed to handle multiple steps in one, giving you maximum results without the unnecessary hassle.

Three steps. No wasted time. Just powerful, effective skincare.

SD05 SCENT PROFILE

Not only did we create these elixirs that are packed with the hardest working ingredients for maximum effectiveness, but they smell amazing too.

The blend of Cedar Wood, Lime and Rosalina creates a bold, fresh and sophisticated scent that is both masculine and invigorating with a grounding warmth. With every use you get reminded of what an amazing decision you made by investing in these products.

CONCENTRATES

Most skincare brands bulk up their products with cheap fillers, excess water, and synthetic additives, giving you more volume but far less effectiveness. 

We do the opposite.

At SD-05, every formula is condensed, potent, and engineered for maximum impact. No fillers. No fluff. Just pure, high-quality ingredients that work harder with every application.

50ml of our Face Balm delivers the same hydration and skin protection as 200ml of other face creams. Why? Because we don’t dilute performance. We optimize it.

Less product. More power. Maximum results.

PRICING

Mainstream skincare brands overcharge for cheap formulas, fancy packaging, and inflated marketing budgets. Making you pay premium prices for subpar results.

At SD-05, we put every dollar where it matters; high-performance, all-natural ingredients that actually deliver. 

Our products aren’t just cleaner and more effective, they outperform luxury brands at a price that makes sense.

You get top-tier quality without the industry markup. No middlemen, no unnecessary costs, just elite skincare that works, at a price that respects your wallet.

More results. More value. No wasted dollars.

PACKAGING

Our product are packaged in UV and amber glass. This means no risk of plastics leaking into the products and your body. With the products being well protected and our labels provided with all necessary information, we have no need for outer packaging, saving the landfill and cost for something that gets thrown away immediately after purchase.

Our jars and bottles are reusable and recyclable.