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Khabib in Cosmetics:
Launching Q’MEN — from concept to retail shelves at Magnit and Golden Apple
Launching Q’MEN — from concept to retail shelves at Magnit and Golden Apple
- Reading time: 6 minutes
Client
Q’MEN by Khabib — a new men’s personal care brand in the mid-price segment.
Created in collaboration with Khabib Nurmagomedov, one of the most influential ambassadors with the largest male audience in social media.
Product range:
Created in collaboration with Khabib Nurmagomedov, one of the most influential ambassadors with the largest male audience in social media.
Product range:
- Shower gels
- Shampoos
- Deodorant antiperspirants
- Creams and skincare products enriched with natural ingredients such as black cumin oil, arak, and thyme.
Challenge
Before launch, the client received feedback from major retail partners (including Magnit Cosmetic) that the existing packaging did not visually match the declared price segment and lacked the premium, modern look of its competitors.
To ensure a confident market entry, the brand needed to:
To ensure a confident market entry, the brand needed to:
- Develop a new design concept aligned with the mid+ segment.
- Respectfully and authentically build positioning around the ambassador — Khabib Nurmagomedov.
- Incorporate Khabib’s personal values into the brand: honesty, purity, strength, and respect for tradition.
Solution
We redefined the brand’s visual language — calm, confident, and understated, just like Khabib himself.
Instead of the stereotypical «masculine» aesthetic filled with metal, fire, and aggression, we proposed a restrained yet powerful style — where minimalist design meets inner strength. This approach set the brand apart on retail shelves and visually conveyed the ambassador’s core values.
Q’MEN speaks to men in a tone of confidence, not bravado. No loud slogans. No clichés about «+100 to masculinity.» Just respect, honesty, and everyday ritual — reflecting the essence of Khabib’s worldview.
Instead of the stereotypical «masculine» aesthetic filled with metal, fire, and aggression, we proposed a restrained yet powerful style — where minimalist design meets inner strength. This approach set the brand apart on retail shelves and visually conveyed the ambassador’s core values.
Q’MEN speaks to men in a tone of confidence, not bravado. No loud slogans. No clichés about «+100 to masculinity.» Just respect, honesty, and everyday ritual — reflecting the essence of Khabib’s worldview.
Before
After
Execution
- Research and AuditStep 1
- Reviewed the existing packaging to identify causes of negative retailer feedback.
- Analysed the design of key competitors within the mid-price segment.
- Identified the visual codes and aesthetic cues that resonate with the target male audience.
- Brand PlatformStep 2
- We explored the brand name and its semantic layers.«Q'MEN» encapsulates a balance of qualities — quick, quiet, qualitative.
- The name personifies a modern man — fast, courageous, decisive, self-assured, and aware of his own worth. A man moving forward with integrity and purpose.
- PositioningStep 3
- We defined the brand’s philosophy:"Being a real man today means being strong, confident, honest, and principled. It means staying true to your values and traditions. No matter what happens in the world, you remain open and sincere — first and foremost with yourself. You uphold your traditions and keep your body and mind clean.
- "Positioning statement:"The daily ritual of being a man. Purity of body, spirit, and mind."
- Design Concept DevelopmentStep 4
- We redesigned the entire product line — bottles, tubes, aerosols — with a unified visual logic.
- The V-shaped contrasting element became the key recognisable detail, allowing products to stand out on retail shelves (Magnit, Golden Apple) without unnecessary visual noise.
- The core colour palette combines black with white and gold accents.
- Signature brand elements include:Mountains — symbolising strength and heritage.Logo featuring Khabib and an eagle — the ambassador’s totemic symbol. A culturally sensitive detail: Khabib’s image does not appear on shaving products, in respect of Islamic traditions where shaving the beard is discouraged.
- Presentation and Rollout PreparationStep 5
- Created brand application guides for both offline and online usage.
- Designed product card templates for e-commerce marketplaces.
- Developed prints, banners, and POS adaptations for retail activation.
Results
- 100% alignment between brand positioning and the intended price segment — confirmed by retailers.
- 5 SKUs designed and adapted within a unified visual system.
- +90% audience loyalty growth according to focus group studies.
- Q’MEN successfully launched on major marketplaces and retail networks including Magnit Cosmetic, Golden Apple, Tabris, and others
- The brand has launched in the labor markets of the UAE and Saudi Arabia.
Project Team
- Ekaterina SichkarFounder of «SICHKAR GROUP»
- Yana BelousovaCreative & Strategy Director
- Denis GultsevCreative, Ideas & Copywriting
- Vero YuvakaevaDesign
- Vladislav SkorobogatovDesign
- Anastasia RomanovaProducer of Branding and Design projects
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