2-3 Minutes Skincare

In 2026, men using skincare are still mocked on social medias, often with the “2–3 years Dagestan” meme. Originally a statement on discipline, it's twisted into a toxic reference used to shame men who don’t fit the “ultimate stereotype.” So Kahf flipped it : from "2-3 years Dagestan" to "2-3 minutes Skincare". In partnership with Islam Makhachev, who became the face of this weaponized meme without ever choosing to be, we set things right. By hijacking the meme’s GIF search results, we created a version identical to the original, until it wasn’t. Once shared, it revealed the world champion applying skincare. Together, we proved that strength and self-care aren’t opposites, turning haters into accidental ambassadors and a toxic reference into a symbol of a more balanced masculinity.