Apostle co-founder Jamie Melbourne masters men’s skincare

In a mere five seconds, Jamie Melbourne has perfectly shade-matched a facial moisturiser needed for the model seated in front of him.

The tonal accuracy is par for the course, given Melbourne’s 30-year-plus history working in the international fashion industry. First as a runway and editorial model, then as an in-demand make-up artist for Versace, Dolce and Gabbana, and Condé Nast publications, where he worked as first assistant to the legendary François Nars across a multiplicity of client jobs.

He has graciously obliged our request to meet at The Mingles Bar and Lounge at the Courtleigh Hotel and Suites on Knutsford Boulevard to discuss his expanding men’s cosmetics brand Apostle. It is here, inside the New Kingston watering hole, where Melbourne’s knack for making skin luminous is on full display on SAINT International model Kristoff Taylor.

“I’m using the Westmoreland shade of Apostle Reclaim Tinted Moisturiser on Kristoff,” the make-up guru explains to Sunday Lifestyle of the snap-judgement selection from his line’s 12 inclusive shades all named after The Rock’s counties, parishes, and townships.

There’s Morant Bay, Black River, Negril, Falmouth, Cornwall, Kingston, and more.

“The Jamaican references to the Apostle brand is natural,” explains its Manhattanite co-founder, who migrated as a 20-year-old to the United States to attend Columbia University. “The core ingredient is called the Apostle Blue Mountain Complex. It’s a combination of three ingredients: water from the Blue Mountains, Scotch bonnet pepper, which no Jamaican cooks without, and also my favourite orange juice from Mandeville, ortanique orange.”

Trumpeting the benefits of the moisturiser products on men’s skin, Melbourne says Apostle’s ingredients and texture lend themselves to a light application that is buildable, depending on the level of coverage one attempts to achieve. “It provides a semi-matte finish that evens out the skin tone and hydrates and restores skin texture. The Blue Mountain Complex improves elasticity and supports natural collagen and also reduces the look of fine lines and protects the skin from stressors.”

Raised by his late pharmacist mom Lena Grey, who was one of the first such trained in Jamaica, his childhood years were spent, after school, in Moodies Pharmacy, which at the time was located at Spanish Court plaza. “That’s where I was first exposed to cosmetics, skincare, fragrances, and even fashion magazines. Then, when I went to the United States, my first job was at the Ralph Lauren store in Bloomingdale’s, and I was drawn to the cosmetics floor. My exposure through my mom’s apothecary is why I was so drawn to this industry,” Melbourne reflects. “The issue is I didn’t realise how much of an impact that background would have on me, so when I decided to do this brand, it was the most natural direction for me to take in terms of incorporating Jamaican names for products and Jamaican ingredients.”

Here for a tropical reprieve from the chilly autumnal New York weather he has grown accustomed to this time of year, the beauty entrepreneur launched the brand two years ago with business partner Anthony Lecy-Siewert.

It is a certified success story. In its relatively short existence, the brand has mushroomed from its direct retail site, apostleman. co, to include Amazon orders and became available on Ulta Beauty’s e-commerce platform in October.

Melbourne traces the initial origins of his brainchild as the next SAINT model, Jahiel Thompson, takes a seat for another demo under the make-up guru’s hands. Again, with lightning-fast assessment, the determination comes that the Mandeville tinted moisturiser – Shade Number 5 – is the ideal facial match.

“I always thought the women’s cosmetics market was flooded, which is probably not entirely true because if you have the right idea, it will sell if you go about it the right way,” he explains as our midday interview presses on in the softly lit bar. “During the COVID era, I began noticing War Paint cosmetics for men in London on social media and Instagram, especially.

In fact, he opines, the decades preceding the pandemic saw men becoming increasingly vigilant about physical fitness and general self-care.

“My point of view is that skin is skin. Skin doesn’t have a gender. We all have skin like we have hearts, livers, or kidneys, and they all succumb to negative exposures. Just the same, skin also certainly succumbs to negative exposure.”

Apostle’s impactful formula, according to Melbourne, was developed in New York by South Korean scientists – the du jourskincare experts whose influence currently weighs heavily in the global cosmetics space. Apostle is produced in New Jersey by Cosmax, the largest South Korean skincare manufacturer.

As for how he landed on the brand name, Melbourne gives the backstory. “We didn’t want to name it Jamie or Tony, or Tony and Jamie. I had seen two names, Santos and Apostolo. Tony spoke to his wife, and she said, ‘Why not just call it Apostle?’ For us, Apostle means messenger, and we believe great-looking skin sends a powerful message to the world.”

Melbourne’s entrepreneurial dive into gender-specific cosmetics is reflective of his business smarts in seizing the Zeitgeist.

A July 2025-published report by Research and Markets, the world’s leading authority on financial breakdowns and market forecasts, estimates that by 2031, the men’s skincare market globally is expected to generate US$28 billion.

Analysts attribute this to the evolution of notions of masculinity, noting that “more men are becoming conscious of their appearance and wellness, contributing to a rising demand for products tailored specifically for male skin”.

The report further cited improved access to dermatological knowledge and beauty trends through digital platforms and influencers as accelerating the adoption of skincare routines among men.

Apostle’s expansion into the commerce space of Ulta this year is broadening its mass reach. Already, international fashion media have taken notice with British GQ, Esquire, WWD giving rave notices. GQ ranked Apostle fifth on its list of the 15 best men’s tinted moisturisers.

The organic buildout of the brand has seen the development of additional men’s products set to hit the market within the next quarter. “We have a face wash, anti-shine powder, and a toning mist that we are coming out with,” he tells Sunday Lifestyle.

In the pipeline is a planned extension to deepen consumer reach in the United States and then the European and Asian retail frontiers.

What does he credit the ongoing growth curve of the business to?

“My co-founder, Tony, is a huge part of this endeavour. I come from the make-up artist or model standpoint of what’s been used on me over decades, or what I have used on models over time. Tony approaches more from a consumer perspective. He is someone who uses men’s products, and so the combination of our perspectives forms this perfect circle. We are able to decide how we want to pursue things and come to a conclusion about the appearance of products, the texture, the application, and sign off on these things before going into production in the labs and then on to the factory.”

As he strategises about what is to come for the business, Melbourne reveals that his late mother is actually the heart and soul of Apostle.

“The very colour of the packaging, the navy blue and the white, that’s inspired by her uniform. Pharmacists back then wore navy blue hobble skirts and white medical blouses, so it’s that much detail that we put into honouring a Jamaican history,” he proudly shares.

What is even more bittersweet is a dream he shares he had of her. “She came to me in 2019, eleven years after Obama was elected president, and she said to me, “You think you didn’t inherit anything from me, but don’t forget I was a pharmacist, and you are a make-up artist, and pharmaceuticals and cosmetics are often made in the same lab.”

For this apostle of men’s skincare, each bottle is a tribute – a message shaped by science, heritage, and a mother’s enduring influence.

lifestyle@gleanerjm.com

CREDITS

Shot on location at Mingles Bar and Lounge at the Courtleigh Hotel and Suites

Visuals: Gladstone Taylor and Matthew McKoy

Our thanks to SAINT International Chief Executive Officer Deiwght Peters and Courtleigh General Manager Kate Hendrickson and her team for their hospitality.