Profile on Guise Etiquette with Paul Andersen
What was the inspiration for starting the Guise Etiquette brand?
After a lot of market research and trying out different products, we realized that there wasn't a strong men's brand that brought together skin care and grooming with health and wellness. The few that do have a very weak story and don't really seem to support men the way that we felt was needed, which is to empower and validate them. So, after a lot of trial and error, plus a bit of sweat too, a makeup artist and registered nurse created a brand of grooming products that directly integrates natural elements with evidence-based ingredients to promote healthier skin and an overall better look and feel.
Since we started, we've grown to understand our market even better, and have narrowed our focus to how we can provide the absolute best shaving experience and results for men.
Tell us about how doing good for people and the planet is a key part of your company’s philosophy.
Sustainability is the first and primary way we do good for our planet. We use natural and biodegradable ingredients from sustainable sources and place them in recycled or recyclable packaging (amber glass bottles, kraft paper boxing). This is in strong contrast to nearly all our competition who prioritize maximum margins and use cheap plastics, chemical ingredients, and nonrenewable resources.
Our philosophy translates over to business practices in which we try to minimize waste and reuse as many resources as possible. Moving forward, once we can afford to do so, we're going to explore supporting nonprofits that share our vision on clean energy, sustainable modern farming techniques, green urban design, and technology.
What role does community play in inspiring or helping Guise Etiquette grow?
Luckily for us, good skin care is a necessity across all peoples and ethnicities, and this enables us to reach a wide and diverse audience of men across the globe. This degree of diversity is a boon to us since different cultures bring inspiration, such as the skin care movement in South Korea, and challenges, such as some of the unique needs that African skin has. A diverse community of followers and customers provides opportunities for us to continually listen and adapt as our customer base grows.
What obstacles or challenges has Guise Etiquette had to overcome, particularly considering things like impact or running a small business.
Frankly, economic resources are the number one barrier for us. We're a bootstrapped startup and we don't have the fortune that many other skin care and grooming brands have of getting a nice jump start with funding from the formation or validation stages. There are certain advantages to be had for enduring without outside funding, but sometimes it can prove to be extremely challenging as it restricts us from pursuing a lot of different opportunities.
What’s next for you and the company?
We'll grow into the facial hair care market and up to the scalp itself, with hair care and styling. The market for these parts of the body is very robust and growing, and we'll be listening closely to what our customer base wants us to make next, and let them guide us on growth to an extent.