Swartz saw an opportunity to create a grooming brand that rejected the metrosexual, glossy image of men's care products. He wanted to build something that resonated with blue collar values.
Co-founder and longtime entrepreneur; strategic advisor to early‑stage, socially responsible brands. He leads brand development and long term vision of creating products that are clean, effective, and elevated.
The founders noticed that men's grooming was dominated by generic, one size fits all products. They wanted to create personalized deodorants and colognes matched to each customer's profile.
Meyer and Bolduc saw that most men's grooming products were filled with synthetic chemicals and lacked transparency. They wanted to build a brand offering high‑performing, natural formulations that men could trust.
The founders realized that millions of Americans struggled with hyperhidrosis, yet most available treatments were either too expensive or too clinical. Their goal is to create a simple, clinically proven antiperspirant lotion that could be applied to hands, feet & underarms.
Haldrup wanted a men's grooming brand that felt natural, fun, and unapologetically masculine. Most natural soaps were marketed toward women, and most men's soaps were full of synthetic detergents. He saw a gap and filled it.
