September 9, 2025 |
Gustaf Törling has always been one to break away from convention. After a distinguished career working with brands like Gucci, Tom Ford and Estée Lauder, the Swedish-born creative director left behind the high-stakes world of fashion to build something entirely his own. His venture? Narcyss, a beauty and wellness brand that doesn’t just cater to men, but actively challenges the way masculinity is represented in the wellness space.
“I reached a point where I wanted longevity, balance and to set the right example for my three kids,” Törling explains. “And of course – looking your best, always.” In 2019, after years spent in Milan, London, Zurich and New York, Törling moved back to Europe and found that beauty and wellness had become integral to his daily routine. But he couldn’t find a brand that resonated with him or his friends. That’s when Narcyss was born.
Törling didn’t go it alone. He co-founded the brand with his younger brother, Oscar Knaust, who serves as the CEO. Their partnership is an interesting mix of personal and professional dynamics. “We have very different strengths,” says Törling. “He’s the structure, I’m the abstraction. It works perfectly: he’s technically the boss, but in private life… well, let’s just say it’s more complicated.”
The relationship seems to be working. Narcyss isn’t just another men’s grooming brand; it stands apart with its bold design, distinctive scents and a philosophy that’s as much about embracing imperfections as it is about achieving results. “We wanted a name you’d remember. Something bold, unique and unapologetic,” Törling says. The name itself is a direct nod to the concept of narcissism, which they’ve turned on its head. “Loving yourself isn’t vanity – it’s strength,” Törling asserts. “If more people took care of themselves, maybe the world would feel a little lighter.”
That philosophy is evident in every aspect of Narcyss, from product development to design. Törling insists on a brand that feels both personal and universally accessible. “Narcyss started with my own circle – men living fast-paced urban lives who needed skincare that worked as hard as they did,” he explains. “We started with the essentials: cleanser, moisturiser, scrub, mask, body wash. No clutter. Just the things you actually use.”
Despite Narcyss being rooted in wellness, it’s far from a ‘one-size-fits-all’ approach. The products aren’t about catering to specific skin types but rather addressing the modern lifestyle that urban men lead. “City living punishes your skin – pollution, stress, late nights. That’s why every formula is built on Protect & Repair [the Narcyss mantra],” Törling says. “It’s about resilience for modern men, not specialisation.”
Narcyss’ appeal isn’t just about efficacy; it’s about creating an experience that feels intentional. “Men don’t want a PhD in skincare,” says Törling. “They want products that are intuitive, effective and – crucially – pleasurable.” Each product is designed with the sensory experience in mind, from textures to scents. “When a routine feels good, it becomes a habit. And that’s when skincare works,” he adds.
This focus on the full experience is part of Narcyss’ broader goal to challenge the typical beauty industry’s representations of masculinity. “I wanted Narcyss to cut through the sea of beige and minimalism,” Törling says, noting the bold, graphic design of the brand’s packaging. “Our packaging is maximalist, bold and confident. Every detail – from graphics to photography – builds the Narcyss universe.” The design language draws from Törling’s extensive background in fashion art direction, combining his deep understanding of visual culture with a desire to create something that feels entirely new in the wellness space.
As for the fragrances, Törling says he wanted something evocative without being overly aggressive. “The scents, developed with Robertet in New York, are masculine in a subtle way – evocative of the ’90s, my favorite fragrance era,” he says. “It’s about nostalgia, but without trying to recreate the past. It’s modern masculinity, with depth.”
When asked about the decision to avoid the popular anti-aging narrative that dominates much of the skincare industry, Törling is refreshingly direct. “I grew up being told to fight aging – to buy anti-wrinkle creams and hide the years. I say, fuck that,” he laughs. “I’m in my 40s, and I look better now than I did 15 years ago. I don’t want to erase age – I want to embrace it, healthily. That’s our philosophy: not anti-aging, just great aging.”
This philosophy ties into Narcyss’s approach to product development, which blends ingredients like adaptogens, vitamins and hyaluronic acid to deliver visible results without compromising on ease. “Men want efficacy, but also ease,” says Törling. “So our products slip into your routine, feel amazing and actually work.”
In the context of the broader men’s wellness landscape, Narcyss stands out not just for its aesthetics but for its attitude. “Wellness has become another way to tell men they’re not enough unless they’re optimised. I reject that,” Törling says firmly. “I’d rather live with joy, discipline and the occasional late night.”
Narcyss’s dedication to slow, small-batch production is also a critical element of its ethos. Initially, small-batch production was a matter of necessity, as the brand couldn’t afford large production runs. But it turned out to be a key decision. “It allows us to obsess over quality, keep things fresh and reduce waste,” says Törling. “We partner with boutique labs in Paris, Stockholm, Lille, Varberg and Seoul. Slow by design, potent by nature.”
Though Narcyss is still in its early stages, the brand has already found a loyal following. “Beyond glowing press, the best moments are personal,” Törling shares. “Just the other day on set, a photographer pulled me aside raving about our sheet mask Le Fix and our moisturiser Suede L’Éclat. He said, ‘I never thought I needed a glow, but now I can’t live without it.’ That’s the magic.”
Looking ahead, Törling remains committed to expanding the brand thoughtfully. “We’re just getting started. Two new deodorants [will] launch soon – I road-tested them on Hydra last summer, and they passed the heat test perfectly.” Beyond that, he teases, “We’re looking at exciting collaborations and expanding our range, always with the same focus: quality, authenticity and a brand that lasts.”
For Törling, wellness isn’t about chasing perfection – it’s about finding balance. “A life well lived is balance,” he says. “Work late, then mask in the morning. Wine with friends, then yoga the next day. Fashion, food, skincare, meditation – they’re not indulgences, they’re essentials. What I reject is the culture of exhaustion. Living well is about pleasure and purpose, not punishment.”
It’s a perspective that has translated into a brand designed not just to look good but to make its customers feel good. Narcyss may be the antidote to the sterile, overly optimised versions of masculinity we’re so used to seeing in wellness, but more importantly, it’s a brand that dares to redefine what it means to take care of yourself.
Photography courtesy of Narcyss.
