- #BLACK WOLF SKINCARE HOW TO#
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- #BLACK WOLF SKINCARE SKIN#
- #BLACK WOLF SKINCARE FULL#
Sam: This has been a challenge like we didn’t expect. How did your previous business experience prepare you for starting Black Wolf? They really guided us through the process of making the products that we had a vision for.
#BLACK WOLF SKINCARE FULL#
There was a full process making formulations and that’s where we learned about things like coconut extract and antimicrobials and activated charcoal and all the ingredients we didn't know. So Alex went down to Florida (he was 19). There was one manufacturer in Florida and we just hit it off right away. We compiled a big list and starting calling them. So we started googling natural skincare manufacturers in the States, literally googling. We decided to approach this from the perspective of our customers. We really had to figure it out as we went.
#BLACK WOLF SKINCARE HOW TO#
Sam: We didn't come from Mary Kay or Gillette as executives knowing exactly how to do it and with all the right contacts. How long did it take you from that idea to start your product line and what was the process like? Men need something that's specifically designed for them that is not just an all-purpose solution.” When we saw the problem, it was natural to go after it. It should smell amazing, it should feel amazing, and be really easy to use. That was when we said, “You know what? For guys like us who are simple guys who just want to look better, this solution should be very obvious. Also, it was positioned for both men and women and it was very complicated to figure out how to use it because there was so much writing on the label. It was a traditional aftershave liquid, so the user experience was not that great. It was a great product, but Sam and I noticed a lot of problems with it. I kept using it and using it and it was my first intro to skincare. He gave it to me to try since I have really bad razor bumps under my neck when I shave. Sam: After that, we met with all four of them and they signed on that same day.Īlex: A friend of our dad’s was developing a razor bump treatment for men and women. I've got to talk to my guys.” After two months, he finally said yes. And I'd just say, “Hi, how are you?” He'd remember me and he'd say, “Oh, I'll get back to you on that decision. I knew he'd leave at 6:00, so I'd walk into the office at 6:00 every single day. I knew someone else in his office, so I would go there every single day to see my friend. I realized that if I called him every single day and annoyed him, it could turn him off and that if I emailed him or asked for too many meetings, I would be pushing too much.
It was incredibly difficult to find the people who would be willing to do it, get them nailed down for a meeting, and to get them to say, "yes."Īlex Lewkowict : The first real interest we had was from one guy who also had the potential to bring along three other investors. Sam Lewkowict: We were two young entrepreneurs with no track record convincing local angels in Montreal to invest in the company. What was the hardest part about starting this business? I spoke to the brothers about how they started a business from scratch, what they’ve learned and, most importantly, why skincare.
#BLACK WOLF SKINCARE SKIN#
The products they developed are specifically formulated to address a variety of men’s skin needs like including charcoal for deep cleansing or leaving pore-clogging oil out of their moisturizer. Instead, they wanted to help guys like themselves to look and feel better, but didn’t know how to start.
The idea to start a skincare line wasn’t because they had (any) experience in the beauty industry. It seems the secret is that, as the cliché goes, they’re also customers. Not bad for young guys with no formal business training. In fact, in the few times we’ve spoken since I first met them six months ago, they have sold out of product three times. Since the brand launched earlier this year with three products (a face wash, a moisturizing gel and a razor bump cream), the brothers have seen their sales double nearly every week. And it’s being led by innovative, direct-to-consumer brands like Black Wolf. The men’s grooming market is seeing rapid growth, estimated to reach $29.14 billion dollars globally by 2024. But 20 and 21, the brothers’ latest business venture, Black Wolf Skincare, isn’t about making a buck, it’s about providing a solution to a problem they had themselves: a lack of knowledge around how to care for their skin.
Their ability to instinctually see a need, a market and an opportunity eventually led them from preteen toy resellers to full-on small business owners when they launched a car wash business in their native Montreal while still in high school. As early as age 12, the brothers were starting businesses reselling toys and sports jerseys to classmates.
#BLACK WOLF SKINCARE SERIAL#
Not many people can call themselves serial entrepreneurs by their early twenties, but Canadian brothers Sam and Alex Lewkowict can certainly claim that title.
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