Christine Esposito, Managing Editor12.08.21
Bulk Homme—a 2020 Pure Beauty Global Award winning brand of skin and hair products founded by a young Japanese—is now available in the US market.
According to the founder, the brand’s science-driven solutions have been designed specifically for men’s skin and hair needs, and together the products offer a straightforward but sophisticated grooming regimen.
Bulk Homme was founded in 2013 by then-23-year-old Japanese entrepreneur Takuya Noguchi. His plan was to make making men’s grooming basics more exciting.
The name Bulk Homme comes from the Japanese cosmetics industry term bulk—meaning the actual product that goes into the bottle/container—and homme, French word for “man''.
According to Noguchi, Bulk Homme’s target customer is 18-49 year old male who takes good care of himself, spends more than $20 per month for skincare items.
Noguchi says he focused on quality in every detail of his brand—from the formula to the texture to the scent to and packaging.
The plant-based formulas are made in Japan and center around seven key ingredients—apple fruit culture cell extract (Miraculous Apple), Japanese spring water, glyceryl glucoside, hydrolyzed silk, green tea leaf extract, yuzu fruit extract and white willow bark extract. The formulas,—which have a fresh, slightly floral powder scent—are free of parabens, silicones, synthetics dyes, mineral oil, petroleum-based surfactants, and UV absorbers, and are not tested on animals.
Bulk Homme’s transparent pouch allows users see each product and feel the texture before opening, which the brand says enhances the sensory experience. The pouches use less plastic than conventional bottles, too. Further, Bulk Homme uses paper and biodegradable packaging wherever possible.
For skin care, Bulk Homme touts a 3-step routine designed specifically for men’s skin, which has twice the amount of sebum as women’s skin and less water, according to Noguchi. It includes a face wash, liquid toner, and a lightweight nourishing milk.
Bulk Homme's The Face Wash comes in packaging that features a straightforward product description.
For hair care, the range includes amino-acid-based gel cleanser shampoo that lathers into a decadent cloud-like foam as it infuses the scalp with collagen and hyaluronic acid; a light, refreshing conditioner (called The Treatment); and nutrient-rich serum for the scalp.
By offering a streamlined regimen, there’s less product and packaging waste, insists Noguchi, who spoke to Happi when he participated in a popup event at Naked Retail in early November, which was timed with the US debut.
.
HAPPI: Why enter the US market? What gap did you see that Bulk Homme could fill?
Noguchi: According to the Euromonitor survey, the US men’s grooming market is one of the biggest markets in the world. That being said, there should be needs, opportunities and possibilities for the new men’s skincare brands like ours. In addition, the ecommerce market is also mature in the US and this fact also encouraged us to enter the new market. It is easier for new players like ours to enter the market with the digital platform rather than entering the traditional retail market.
The men in the US take good care of themselves equally to the matured market in general and this fact also encouraged us to decide to enter the US market.
HAPPI: What would you say in the hero product in your line and why?
Noguchi: The Face Wash (and The Bubble Net, f I can choose two items). The Face Wash is a raw soap which forms a rich whipped foam face wash lather that coats the skin to lessen the friction while washing your face. This cleansing experience with the whipped foam is a brand-new way of face cleansing and what we have offered in every market and is the biggest asset which our customers always come back for.
Men tend to prefer scrubs or the strong detergent which may cause some skin troubles but actually men’s skin is as delicate as women’s and the strong detergent is not necessary. All men need are very simple; cleansing with gentle cleanser to keep the skin clean, hydrating the skin and protecting with the moisturizers.
The Face Wash works well as a first step for men’s everyday skincare routine.
HAPPI: The line is very focused/straightforward, but are there plans to expand the range?
Noguchi: Yes! We actually have developed some other products including body care items, sunscreen and even makeup items—makeup items have just launched in this summer in Japan.
We strategically selected the items when we entered the new market and this time we selected skincare and hair care products to start with.
HAPPI: What is your outlook for 2022 in terms of men’s grooming market performance?
Noguchi: believe the market will keep growing even though the COVID impacts the entire world. The sales volume from the digital platform will definitely increase while the growth of the retail market will slow. The women’s skincare market will also slightly increase, I believe. The reasons behind this are that people have more time to spend at home and more focus on skincare than the makeup items because people spend less time with friends and co-workers.
Gen Z is also affecting the men’s grooming industry. They prefer to be gender-neutral and aren't afraid to try new things without any judgement.
According to the founder, the brand’s science-driven solutions have been designed specifically for men’s skin and hair needs, and together the products offer a straightforward but sophisticated grooming regimen.
Bulk Homme was founded in 2013 by then-23-year-old Japanese entrepreneur Takuya Noguchi. His plan was to make making men’s grooming basics more exciting.
The name Bulk Homme comes from the Japanese cosmetics industry term bulk—meaning the actual product that goes into the bottle/container—and homme, French word for “man''.
According to Noguchi, Bulk Homme’s target customer is 18-49 year old male who takes good care of himself, spends more than $20 per month for skincare items.
Noguchi says he focused on quality in every detail of his brand—from the formula to the texture to the scent to and packaging.
The plant-based formulas are made in Japan and center around seven key ingredients—apple fruit culture cell extract (Miraculous Apple), Japanese spring water, glyceryl glucoside, hydrolyzed silk, green tea leaf extract, yuzu fruit extract and white willow bark extract. The formulas,—which have a fresh, slightly floral powder scent—are free of parabens, silicones, synthetics dyes, mineral oil, petroleum-based surfactants, and UV absorbers, and are not tested on animals.
Bulk Homme’s transparent pouch allows users see each product and feel the texture before opening, which the brand says enhances the sensory experience. The pouches use less plastic than conventional bottles, too. Further, Bulk Homme uses paper and biodegradable packaging wherever possible.
For skin care, Bulk Homme touts a 3-step routine designed specifically for men’s skin, which has twice the amount of sebum as women’s skin and less water, according to Noguchi. It includes a face wash, liquid toner, and a lightweight nourishing milk.
Bulk Homme's The Face Wash comes in packaging that features a straightforward product description.
For hair care, the range includes amino-acid-based gel cleanser shampoo that lathers into a decadent cloud-like foam as it infuses the scalp with collagen and hyaluronic acid; a light, refreshing conditioner (called The Treatment); and nutrient-rich serum for the scalp.
By offering a streamlined regimen, there’s less product and packaging waste, insists Noguchi, who spoke to Happi when he participated in a popup event at Naked Retail in early November, which was timed with the US debut.
.
HAPPI: Why enter the US market? What gap did you see that Bulk Homme could fill?
Noguchi: According to the Euromonitor survey, the US men’s grooming market is one of the biggest markets in the world. That being said, there should be needs, opportunities and possibilities for the new men’s skincare brands like ours. In addition, the ecommerce market is also mature in the US and this fact also encouraged us to enter the new market. It is easier for new players like ours to enter the market with the digital platform rather than entering the traditional retail market.
The men in the US take good care of themselves equally to the matured market in general and this fact also encouraged us to decide to enter the US market.
HAPPI: What would you say in the hero product in your line and why?
Noguchi: The Face Wash (and The Bubble Net, f I can choose two items). The Face Wash is a raw soap which forms a rich whipped foam face wash lather that coats the skin to lessen the friction while washing your face. This cleansing experience with the whipped foam is a brand-new way of face cleansing and what we have offered in every market and is the biggest asset which our customers always come back for.
Men tend to prefer scrubs or the strong detergent which may cause some skin troubles but actually men’s skin is as delicate as women’s and the strong detergent is not necessary. All men need are very simple; cleansing with gentle cleanser to keep the skin clean, hydrating the skin and protecting with the moisturizers.
The Face Wash works well as a first step for men’s everyday skincare routine.
HAPPI: The line is very focused/straightforward, but are there plans to expand the range?
Noguchi: Yes! We actually have developed some other products including body care items, sunscreen and even makeup items—makeup items have just launched in this summer in Japan.
We strategically selected the items when we entered the new market and this time we selected skincare and hair care products to start with.
HAPPI: What is your outlook for 2022 in terms of men’s grooming market performance?
Noguchi: believe the market will keep growing even though the COVID impacts the entire world. The sales volume from the digital platform will definitely increase while the growth of the retail market will slow. The women’s skincare market will also slightly increase, I believe. The reasons behind this are that people have more time to spend at home and more focus on skincare than the makeup items because people spend less time with friends and co-workers.
Gen Z is also affecting the men’s grooming industry. They prefer to be gender-neutral and aren't afraid to try new things without any judgement.
