Lumin

• Launched in 2019, Lumin is a premium, ingredients-focused male skin and hair care line ("Premium care for the premium man").
• They offer products in facial care, hair care, and body care.
• Their facial care products include moisturizers, exfoliators, face oil, face masks, eye masks, and pore strips.
• Sample products include "No-Nonsense Charcoal Cleanser" for $12.80 and "Eye Depuffer" for $9.60.
• The company is US-based (Los Angeles, CA) with a global focus, offering delivery around the globe.
• The products can be purchased via subscription (80% of sales) or "à la carte."

• A privately-held, venture-backed company, Lumin has not reported official revenue (though they did report that their 2019 sales "reached 8 figures"). Revenue growth was estimated at over 50%.

The Grey

• Amsterdam-based men's facial skin brand, "The Grey", highlights their natural ingredients and the "compact and convenient" nature of their 5 product range.
• Their five core products are face wash, face scrub, face serum, and exfoliating toning pads. They also now offer "turn wrinkles away" anti-aging capsules.
• The Grey is a premium-priced brand, with their introduction gift box (including their five core products) retailing for $390.
• The company has a global focus and ships their products worldwide.
• A privately-held company, we were unable to find revenue information.

Get Jack Black

•  Launched in 2000, Get Jack Black is a skin care company that focuses on simplicity and effectiveness. They describe the brand as "Nothing complicated. Nothing cosmetic. Just superior skin care."
• Their product line encompasses four categories: face care, shave, body care, and hair care.
• Their face care line is broad, including face moisturizers, cleansers, toners, scrubs, anti-aging products, eye creams, face creams, lip balm, and sunscreen.
• Product pricing is premium, with the "Pure Clean Daily Facial Cleanser" priced between $12.50 and $35.00.
• Jack Black has websites in the UK and Canada. Their products are available through specific online retailers globally.
• Jack Black was acquired by Edgewell in 2018. The company noted that Jack Black grew 14% in 2019.
• Edgewell did not appear to report sales for Jack Black in their most recent financial presentation, but the privately-held Jack Black reported annual revenue of approximately $60MM in 2016.
• Edgewell's market cap is $1.78 billion.

Hunter Lab

• Started in 2013, Hunter Lab is a male-focused, Australian online beauty brand that focuses on natural ingredients, skin health, and simplicity in the skin care routine.
• The company offers products in the face, hair, and body care segments.
• Their facial care line encompasses cleansing, exfoliating, lip care, moisturizing, and sun care.
• Their "Charcoal Cleansing Stick" won an award for "best cleanser" in the 2018 GQ grooming awards.
• The products are premium-priced, with the "Charcoal Cleansing Stick" available for $44.
• Their products are available globally, through their website and additional online distribution channels (not specified). The company may also distribute their products through brick-and-mortar channels, but we only found a reference to this in a separate news article.
• Private investor, the Foundry, acquired a 50% stake in Hunter Lab in 2018. The company is private, and therefore revenue is not available publicly. Zoominfo reports annual revenue of $4 million for Hunter Lab.

Tiege Hanley

•  Founded in 2015, Tiege Hanley is an online male skin care brand focused on helping men "look and feel amazing" with a "simplified skin care system."
• Tiege Hanley is based in the United States, but has a global focus (shipping to 100 countries).
• The company offers a "system" of facial care products via a subscription-based model. Their systems include 4-6 products: cleansers (wash and scrub), moisturizers (AM and PM), and optional eye cream and serum "add-ons", for an additional price.
• Tiege Hanley WASH was awarded "Cleanser Product of the Year" in the 2019 "Beauty Independent Innovation Awards".
• Pricing ranges from $25-$45 per month, depending on the system level.
• The company is privately-held, so revenue is not publicly-reported. Zoominfo reports annual revenue for Tiege Hanley at $9 million. The company noted an 8% increase in subscribers between March and April 2020.

Additional eCommerce Male Facial Care Brands

• Some additional male-focused face care brands with a primarily eCommerce, direct-to-consumer (DTC) distribution model include Fabric, Geologie and Bruvy.

Men's Skin Care Market Insights

• The global men's skincare market is projected to grow at a 3% CAGR through 2023, with product premiumization and innovation driving growth. Demand for natural and organic products are also trends that will help drive market growth.

• The men's grooming market in the UK grew 1.2% in 2019, to £895. The growth was driven by an increase in spending on facial care products, including cleansers, moisturizers, and facial masks. 33% of UK men claim to use face creams and lotions on their skin.
• Euromonitor notes that the male grooming market in New Zealand is expected to experience growth, with online subscription models a major disruptor in the industry.
• The North American male grooming market is expected to grow 4.1% annually between 2019 and 2027.

Summary of Early Findings Relevant to the Goals

• In this early research, we were able to profile four companies offering male-focused face care e-commerce sales models. The company profiled in Australia (Hunter Lab) may have some brick-and-mortar distribution, making it less relevant to this analysis.
• We were able to find information surrounding the positioning, product lines, and pricing for each of the brands.
• Most of the brands profiled are privately-held, except for Get Jack Black, which was purchased by Edgewell in 2018. Revenue estimates were difficult to uncover, as privately-held organizations are not required to report sales. Instead, we leveraged news articles and reporting sites, such as Zoominfo, in an effort to get a rough estimates of brand sales.
• Since the companies are privately-held, we were unable to report market cap statistics (except for Jack Black's parent, Edgewell).
• We were able to identify three additional male-focused skin/face care brands that appear to have exclusively eCommerce distribution models, but did not have time to profile them in detail.
• We also provided some general market statistics surrounding the male-focused skin care market and eCommerce subscription models in some requested countries.
• Recommendations are based on the information uncovered in early research.