Hawthorne, Which Customizes Personal Care Products for Men, Raises $8M
Summary
Old generalizations die hard, but the often-hilarious branding discrepancies between hygiene products targeted at men and women seem to be fading. “Two years ago, we realized that not only were premium personal care options for men limited in offering, but they were also often marketed in ways and sold in places that made them essentially inaccessible for most men,” Hawthorne co-founder and CEO Brian Jeong said in a statement. “We were left to consider only either antiquated ‘dad brands’ on drugstore shelves or expensive luxury brands in Sephoras and department stores.” Hawthorne is looking to harness the subscription wellness trend and the hunger for personalization to reach men where they are. ) Once the quiz was submitted, Hawthorne’s algorithm generated a customized cart containing two colognes (one for work, one for other places), shampoo, conditioner, body wash and deodorant. With the men’s personal care market expected to reach $166 billion by 2022, Hawthorne seems to be in the right place at the right time.