Male-centric: Australia’s MADE FOR MAN launching botanical skin care products internationally
Founded by Nicholas Stojanovski, MADE FOR MAN’s products are based on Australian researched botanicals, catering to dry, ageing skin and oily-combination problematic skin. Some of the botanicals used include eucalyptus oil, jojoba oil, and kakadu plum.
Currently, the firm sells 22 products for face, beard, hair and body on its website in Australia.
It is now in discussions with The Hut Group on a partnership agreement which will see products launching in UK, Europe and US, followed by the greater Asia region this year.
The Hut Group is an e-commerce business that sells its own brands as well as third-party products across health and beauty, fashion, lifestyle, and sports.
According to Stojanovski, the plan is to tap on The Hut Group’s e-commerce expertise to sell products D2C in the international markets.
A UK launch is set for summer 2022, followed closely with European markets of Germany and France. Q3 2022 will see a US launch, and Asia in Q1 2023.
For Asia, the company is eyeing markets including Singapore, Hong Kong, Taiwan, South Korea, Japan and China.
“We will also look at Middle Eastern markets such as UAE and Saudi Arabia,” as Stojanovski outlined the firm’s three-year strategic business plan from 2022 to 2025.
Closing market gap
Growing up with problematic skin which affected his confidence, Stojanovski created MADE FOR MAN, as an Australian botanical skin care company developing products for men to improves skin health and self confidence.
“In the men’s sector, we are very unique because our products are based on Australian native botanical ingredients. Australian native botanical ingredients have an amazing reputation around the world especially in women's skin care, but no one was leading the market with these amazing ingredients for men's skin care.”
“I see the trend around the world definitely moving towards men that are becoming more educated about looking after the skin and men that are looking for natural and organic ingredients for their skin.”
Stojanovski said: “As a men's brand, we are passionate about having a positive impact on men around the world. We want to promote products that genuinely benefits skin health for men, regardless of your skin type but to also build self-confidence and promote self-care for men, and growth this sector.”
For him, the self-care aspect led him to create the MADE FOR MAN foundation, a non-profit to shed light on men's health issues around the world. 5% of each order goes to supporting positive role model initiatives and organisations making a difference in the community.
MADE FOR MAN commenced online test sales in late 2020 on its website. Stojanovski said online sales have been successful despite little marketing, although declined to disclose the data.
However, he told us the firm did an 8-week pilot sales before the pandemic where it sold 250 units just from one retail location.
“But COVID-19 impacted us because we had to stop all the retail testing, so we concentrated on product development during this period. COVID really affected our confidence in moving into retail distribution, however several retailers have approached us and we are in discussions with some major international retailers.”
“Australia is a very good test market for us in terms of product development because Australian botanical ingredients are revered all around the world. Australia also has strict product testing which is well respected when creating products of good quality and reputation.”
In Q4 2021, the firm recorded a 524% increase in online sales revenue.
Most recently, MADE FOR MAN started a public equity crowdfunding campaign but withdrew it shortly.
“We received a high level of interest from this public campaign which worked well for our brand exposure. The decision to withdraw the public crowdfunding campaign was one of timing as we were approached by a number of higher-level private equity funds/investors that have taken the majority of the private placement investment offer available. We expect to close out the offer in Q1 2022,” Stojanovski said.