We had a simple plan. An aftershave for sensitive skin. One that would soothe and hydrate. Alcohol was obviously out. And when it came to other ingredients, we decided not to go for the cheapest options. Instead, we looked for the ones that were safest for skin. Regardless of cost. It took a few attempts, a lot of learning and an ugly credit card bill, but eventually, we created an alcohol-free, skin-friendly aftershave we love using.