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Our goal is simple —

To build a community of men who have confidence in their ability to achieve their goals.

Our goal is simple —

To build a community of men who have confidence in their ability to achieve their goals.

Why grooming products?

Because looking your best can quickly translate to feeling conïŹdent and empowered. We know this because we are barbers — we see it everyday.

It may not always be that simple — true, but that’s why we don’t just stop there.

01 —

Education

We share all of our grooming knowledge & techniques with you — no secrets here.

Visit the Vault

We share knowledge with our partners — everything from product training to business resources, so that they can run highly successful businesses.

Partners Portal

02 —

Inspiration

We provide inspiration so that you can achieve a look that matches your vision.

Take a look

We talk to industry leaders in barbering & hairdressing and share their wisdom.

Listen to the Podcast

03 —

The
Formidable
Mindset

04 —

Honest,
clean fuel

All our ingredients are as clean as possible, without compromising on performance. Just like you take care of what goes into your body - Now you can take equal care of what goes onto it. Learn more about each individual ingredient on our product pages.

See Full Range