I believe men are becoming increasingly conscious of their appearance and it’s quite evident on GV as well. Working out, getting in shape is only L1 problem, personal care goes beyond working out. But there are two problems when men want to start personal care (skin,hair, body)
1. Lack of knowledge. Where to start? How to start? Which products to use? What is Vitamin C? WTF is a hyaluronic acid?
2. If #1 is sorted, then the second problem is laziness. I spoke to 220+ men and 70% spend only spend or want to spend 10-20 mins/day on personal care.
I plan to solve this by,
1. Content. Becoming an education first brand. Best example is Ditto Insurance, they’re more of an advisor than a Insurance selling company. A good example in D2C space is The Whole Truth. I want to educate men about personal care. I want to build a brand that men turn to when starting their personal care journey.
2. Innovative products & Functionality. Men would benefit a lot from serum but they don’t use it primarily because the hassle of using a dropper, rubbing it on your face is too much. We’ll innovate how these products are made. Easy to use.
I’ve dropped a full-time job offer to build this right out of college. Borrowed 10L from F&F. Registered the company and on-boarded a few kickass people to create content. Hope all goes well. I’ll keep sharing the progress here :)
