Jamie Melbourne: The Apostle of Men’s Skincare

In just five seconds, Jamie Melbourne has shade-matched a facial moisturizer for model Kristoff Taylor, showcasing his impressive skill. With over 30 years in the fashion industry, Melbourne’s expertise shines through. He began as a runway and editorial model before transitioning to a sought-after makeup artist for renowned brands like Versace and Dolce & Gabbana.

Today, we find him at The Mingles Bar and Lounge in New Kingston, discussing his expanding men’s cosmetics brand, Apostle. As he applies the Westmoreland shade of Apostle Reclaim Tinted Moisturizer, it’s clear that his talent for enhancing skin is second nature. “We have 12 inclusive shades named after Jamaican counties and parishes,” he explains, highlighting the cultural connection behind his products.

Melbourne’s journey into skincare began in his childhood, influenced by his late mother, Lena Grey, a pioneering pharmacist in Jamaica. “I spent my after-school hours in Moodies Pharmacy, surrounded by cosmetics and fragrances,” he recalls. This early exposure ignited his passion for beauty, leading him to launch Apostle two years ago with business partner Anthony Lecy-Siewert.

The brand’s success has been remarkable. From its direct retail site to Amazon and Ulta Beauty, Apostle is making waves in the men’s skincare market. “Skin is skin,” Melbourne asserts, emphasizing that everyone deserves quality skincare, regardless of gender. His products, developed in New York by South Korean scientists, are designed to hydrate and restore skin texture while providing a semi-matte finish.

Melbourne’s entrepreneurial spirit is evident as he discusses the growing demand for men’s skincare. A report predicts the global men’s skincare market will reach $28 billion by 2031, driven by changing perceptions of masculinity and increased awareness of self-care. “Men are becoming more conscious of their appearance,” he notes, reflecting on the shift in societal norms.

As he prepares for the next model, Jahiel Thompson, Melbourne quickly selects the Mandeville tinted moisturizer, showcasing his swift expertise once again. “During the COVID era, I noticed brands like War Paint gaining traction,” he shares, recognizing the evolving landscape of men’s cosmetics.

Apostle’s growth is not just about products; it’s about honoring Jamaican heritage. The brand’s name, inspired by the word for “messenger,” reflects Melbourne’s belief that great-looking skin sends a powerful message. The navy blue and white packaging pays tribute to his mother’s pharmacist uniform, adding a personal touch to each bottle.

Looking ahead, Melbourne is excited about expanding Apostle’s product line, with new offerings like face wash and anti-shine powder on the horizon. “We’re aiming for deeper consumer reach in the U.S., and eventually Europe and Asia,” he reveals, demonstrating his ambition.

As he navigates the world of men’s skincare, Melbourne’s journey is a testament to the blend of science, heritage, and personal influence. Each product is not just a cosmetic; it’s a message shaped by his mother’s legacy and a commitment to quality. What will the next chapter hold for this apostle of men’s skincare? Only time will tell.