PSFK speaks to the founders of men's beauty retailer Hawthorne to understand the strategy behind a consumer-centric brand designing personal care experiences that appeal to male consumers

The beauty industry has been at the epicenter of change, spurred both by consumers’ eagerness for more inclusivity and retail titans, like Sephora, who are streamlining the purchase path with tech-first solutions. Hawthorne, a new DTC beauty brand, takes the ingredients central to this industry disruption and packs them in an inspired approach to beauty retail that places the customer first by using data-driven technologies.

Conceived as a way to help men get more excited about what they put on their bodies, Hawthorne not only emphasizes its products (made cruelty-free and without common additives like sulphates, silicone or aluminum), but also how they’re being sold. Online visitors take a short quiz on Hawthorne’s website and, after learning about their preferences, body types and lifestyles, customers receive a tailored list of products fit for their needs.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in