In 2007, veteran hair and makeup artist Lisa Hilton, recognizing the shortage of men-specific skincare products, decided to launch her own company. First, though, she did research--a lot of research. For two years, she surveyed men to find out what was missing in men's grooming. Then she gathered experts--dermatologists, makeup artists, and a few groupies--to develop formulas tailored to men's skin, which produces 20% more oil than women's. Rehab London was born.