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New Line for Guys



Published August 5, 2014
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The US population is decidedly mixed. And now there is a new men's grooming line to meet the needs of an increasingly diverse consumer ase. New Hue for Every Man grooming products are formulated for an underserved multi-cultural market, according to the company founder. The collection includes a pomade, shaving and shampoo products, and a refining mist.

The inspiration for Hue for Every Man came from a barbershop. In conversations with a celebrity barber friend, Hue founder and CEO Jessica Estrada repeatedly heard that clients were unable to find good skin and hair products. Noting an absence of such products at Bloomingdales, Nordstrom, Fred Segal, or Kitson, Estrada, a seasoned entrepreneur, set out to create her own.

"In 2012, men spent over $34 billion on grooming and personal care products and the numbers are increasing. By 2015, the US Census Bureau projects that there will be more people born of mixed ethnicity than of one race," noted Estrada. "Add to these trends the fact that there is not a single premium brand that specifically markets to men of color, it's clear that Hue for Every Man will connect with an underserved customer base."

The hero product in the Hue for Every Man line is the 1.5oz pomade, which retails for $25. With its unique formulation of natural ingredients and botanicals like mango and shea butters, argan and primrose oils, the pomade makes hair both healthy and dapper. It's available online at www.hueforeveryman.com, and at more than 100 premium barbershops in the US and apothecaries in six foreign countries. In addition, a curated selection of the products will be available with Birchbox Man.  

Filling out the current range of Hue for Every Man products is a shampoo, a conditioner, a pre-shave gommage --all formulated with natural botanicals specifically suited for the multi-cultural market. These products price from $25-$37. Toner and clay mask products will also soon be available.

"Although formulated for Men of Color, we're finding that well-groomed men of every color appreciate our natural ingredients and results," says Estrada. Plans are already in the works for expansion of the Hue for Every Man collection and distribution network. Estrada expects the line to reach traditional retailers next year.


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