Online Exclusives

Razor with an Edge

By Christine Esposito, Associate Editor | February 16, 2011

TwinLuxe, a men's grooming brand created by twin brothers Anthony and Hubert Tsai, was designed for men who like the finer things in life, even when it comes to shaving.

Hubert and Anthony Tsai will tell you that they play hard and work hard, and have always been drawn to luxury—fast cars, hot restaurants and high-end watches. But shaving was a let down. Even the most sophisticated and high-tech disposable razors in the marketplace were a disappointment to them.


“When it came to shaving and skin care maintenance, there was nothing appealing for us to use. Everything in the market was too traditional. We don't eat with plastic knives and forks at home so why shave with a $5 plastic razor?” asked Anthony Tsai, president of TwinLuxe LLC, Irvine, CA.


So, he and his brother decided to create something that “we ourselves wanted to use and which we thought others like us—successful young professional men—would want to use too,” he said.


The goal was to modernize the look and feel of the old school English barbershop razor set, a complete makeover for the brush, razor and stand.


 
The TwinLuxe Arctic Shave Set.
Four years later, TwinLuxe’s line rolled out, complete with a trio of shave sets and a line of seven skin care products.


The shave sets incorporate industrial materials and finishes from advanced technologies (think fine wristwatches, exotic automobiles and surgical instruments). In fact, to create a shave set that would appeal to today’s tech-savvy “iPhone and iPad users,” the Tsais turned to Marek Djordjevic, the brains behind the exterior design of the Rolls Royce Phantom.


“He was introduced to us by a family friend who told us that he would be the perfect guy to go to in terms of luxury brand development. We worked so well together and were happy with his work that we ended up working together on all aspects of the TwinLuxe brand,” said Hubert, who serves as chief executive officer.


Instant Rescue Gel.
TwinLuxe’s Chrome Edition shave set is $788 while the Anthracite Edition—which features physical vapor deposition coatings found in Formula 1 racing components —is $1,088. The most high-end option is the limited edition Arctic Edition, which retails for $1,588 and is machined fromsolid white alumina ceramic, a material typically used in industrial and structural applications such as engine parts and ballistic armor. All three of the shave sets are compatible with replaceable Gillette Fusion blades.


For the skin care offerings, TwinLuxe hired a private lab as well as an experienced European cosmetic consultant to help develop its own proprietary formulations from scratch, according to Anthony. Djordjevic also worked on the skin care package design.


Hubert’s favorite product is the Soothing Face Balm, an aftershave balm/daily moisturizer, which he says is non-greasy, lightweight and has long-lasting effects on the skin.


“I have used many, many moisturizers and balms in my lifetime and I have not found one to be better in product performance and efficacy than my own Soothing Face Balm.It is simply the best moisturizer/balm out there on the market,” he told Happi.


Like a parent, Anthony hard a hard time picking his favorite, but eventually settled on the Smooth Shave Cream. He lauded it for its luxurious in texture. “It feels like buttercream cake frosting,” he said.


The other products in the line include Renewing Face Wash & Scrub, Booster Serum, Instant Rescue Gel, Instant Energy Mist and Daily Detox Face Wash & Mask. All are based on a powerful blend of Asian botanicals that have been clinically proven to help strengthen skin tone, improve skin smoothness and promote anti-aging properties, according to the company.


Having rolled out in late September 2010, the TwinLuxe line is now stocked at three retail spots in California (Beverly Hills and Los Angeles) and another in Greenwich, CT, as well as online at twinluxe.com and luxury4him.com.


According to the brothers, they have been successful in finding strategic partners and are in the process of getting the TwinLuxe Shaving Skincare line to be in spas and hotels as well as luxury retail stores around the U.S.


And the Tsais are also taking steps to get the brand noticed by the “in” crowd. For example, its Shaving Skincare Essentials Gift Set (a box set with Booster Serum, Smooth Shave Cream and Soothing Face Balm) will be in the 53rd Annual Grammy Awards Gift Bag given to presenters and performers.


As the they navigate the high-end men’s grooming market, the Tsais have a trailblazer to study in Zirh and The Art of Shaving—both of which were acquired by P&G in 2009. But don’t expect the Tsais to sell anytime soon.


“At the stage where TwinLuxe is now, we are not interested in a buyout.But in the future when we think an established global partner or luxury conglomerate can help TwinLuxe expand into markets where we couldn’t have done so by ourselves, we will consider all options,” said Hubert. “Right now our goal is to grow the TwinLuxe brand to be a luxury lifestyle brand recognized worldwide, and we are well on our way to achieving that goal.”

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.