GQ reviewed PROTECT+: what it says (and why it matters)
Contents
On 8 August 2026 GQ Italia published, in its Grooming section, a review by Gioele Panedda entirely dedicated to PROTECT+, our SPF 50+ day cream. We did not ask for it, we did not pay for it, and we found out about it the way everyone else did: by reading it. It is an independent editorial selection, as GQ itself states at the top of articles of this kind.
For a young brand, this is the kind of validation no campaign can buy. So we are sharing it here, transparently: what the article says, where it gets it right, and what it means for anyone using (or about to use) PROTECT+.
The article's thesis: sun protection fails because of friction, not ignorance
GQ's starting point is not the formula: it is behaviour. Almost every man knows SPF should go on every day; very few actually do it, because in many minds "sunscreen" still means beach cream: thick, shiny, white residue in the beard. Every extra step is one more reason to skip the whole thing.
The review's conclusion is the best summary we have read of why PROTECT+ is built the way it is: "SPF in a day cream that doesn't feel like an extra chore". A day cream with built-in SPF 50+ doesn't add a step to your morning routine: it removes one. Which is exactly the principle the HBSKN method is built on: fewer steps, done consistently, in the right order.
What's inside (and what the review confirms)
The article walks through the formula, and everything it describes matches PROTECT+'s technical sheet:
- SPF 50+ with new-generation organic filters, designed for daily wear in the city, not just at the beach;
- hydration from hyaluronic acid and glycerin, keeping skin comfortable through the day;
- vitamin E, centella asiatica and calendula, with antioxidant and soothing action on shaving-stressed areas;
- matte finish and fast absorption: no shine before a call, no residue in the beard.
GQ also repeats a rule we insist on: the SPF on the label only holds if you apply enough. Spread it generously across the whole face, without forgetting ears, neck and hairline.
Where to find PROTECT+
PROTECT+ is the morning step of the HBSKN method (CLEANSE → HYDRATE → PROTECT+). You can get it on its own, inside all five Routines, and in travel size in the Escape Kit.
The full review is on gqitalia.it; every press feature about HBSKN is collected on our press page.
Frequently asked questions
No. It is spontaneous editorial content: HBSKN did not request or pay for it. GQ Italia states that products in its shopping articles are selected with full editorial independence.
On gqitalia.it, in the Grooming section: the review by Gioele Panedda was published on 8 August 2026.
PROTECT+ is an SPF 50+ day cream with new-generation organic UV filters, hyaluronic acid and glycerin for hydration, vitamin E, centella asiatica and calendula. It has a matte finish, and it is vegan and reef-friendly. It costs €42.90 (50 ml).
Products in the article
