NYC-based brand Hawthorne aims to put ‘personal’ at the center of grooming habits. Created by Brian Jeong and Phil Wong, the brand offers modern products for modern guys. To stand out from the crowd, the company provides a tailored set of products to customers, taking into account body chemistry and skin type as well as personality and lifestyle. Users have to complete a short survey to create a personal skin care profile, with over 95% accuracy. This way, the company can offer a selection of bespoke men’s grooming items to every customer.
Hawthorne partners with award-winning product creators and perfumers to develop their collections. The company also formulates and makes every product in the USA. The brand offers a range of fragrances, scented soaps, body washes, and deodorants. All of them feature natural ingredients that range from witch hazel and jojoba to peppermint oil. Of course, you won’t find any parabens, sulfates, or aluminum here.
Available through a subscription-based system, the brand’s bespoke men’s grooming collection also comes with a total satisfaction guarantee, meaning that Hawthorne will either re-tailor the selection of give a full refund. Thanks to predictive data, the company can send a new batch of products before the previous set runs out, offering a convenient way to stay on top of grooming routines. Photographs© Hawthorne.
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