• happi happi.com January 2017 44
BURGEONING brands are all the rage right now in our industry— just look at recent billion-dollar acquisitions such as Estée Lauder buying cult classic cosmetic brand Too Faced or events
such as Indie Beauty Expo or MakeUp in New York showcasing a
variety of independent players. Niche names are gaining reputations
as real innovators, giving bigger businesses a run for their money.
This is due to demand from consumers who want fresh ideas.
“Shoppers are looking for products that are natural, timesaving and used by celebrities or influencers,” said Ginger King,
president and CEO of cosmetic product development company
Grace Kingdom Beauty and instructor of special topics at Rutgers
Here’s a look at some of beauty’s rising stars in the new year.
Year Founded: 2016
Names To Know: Husband and wife co-founders Doug Brown
and JoAnn Brown
Major Products: Dirt Removal Multi-Tool Body Wash, Grime
Elimination Face Cleanser, Resurfacing Moisturizer
Hero Product: Tool box—all three products, packaged and
shipped monthly. Also available for one-time purchase.
Stocked At: www.mantoolz.com
Brand Story: Man Toolz began as a simple answer to a
complicated array of men’s skin products. A lot like most guys,
co-founder Doug Brown, Dallas, TX, had no clue what to put on
his skin and hated shopping, too. His wife, JoAnn, always bought
his products and he just used them. But when out shopping on
his own, he realized many companies make skin care for men
much more complicated than it needs to be.
Doug voiced his frustration to JoAnn and they concluded that
products were too expensive, too complicated or not geared toward
a man’s man. They decided it really didn’t need to be this difficult—
create a few basic products that will help make a guy’s skin look and
feel better without breaking the bank—and so began Man Toolz.
Over the next several months they worked to create the
products and develop the unique fragrance for them. After many
samples and testing with some trustworthy friends, they arrived
at the products available on www.mantoolz.com. Both Doug and
JoAnn wanted to make sure that the products worked and were
priced so that every guy could afford quality skin products. They
also wanted simplicity in the process, which comes in their signature product, the Tool Box, which is delivered via a recurring
The idea for the brand’s logo came from road and construction signs and the stencil block letters that many construction
companies use to stamp their large toolboxes. The photography
was inspired by iconic images—recreating a Man Toolz-version of
the Sistine Chapel and the famous WWII kiss.
Why We’re Watching: Man Toolz contends it is launching into
a market that no other company has focused on: the“soap and
Melissa Meisel • Associate Editor
Expanding beauty brands
to watch in 2017.
On the Edge
Man Toolz co-founder Doug Brown