Hawthorne

About Hawthorne

Hawthorne operates within the men's personal care market, offering a data-driven approach to product personalization. Founded in 2016 by Brian Jeong and Phillip Wong, the company aims to provide a tailored grooming experience, moving beyond the traditional one-size-fits-all model. The founders identified a gap in the market between mass-market drugstore brands and high-end department store options, seeking to offer premium, accessible products for men who were becoming more discerning about their personal care routines.

The company's core business model revolves around a detailed online quiz that gathers data on customer's lifestyle, body chemistry, and personal preferences. This information is processed through a proprietary algorithm to recommend a customized suite of products, which initially focused on cologne and has since expanded to include a full range of items such as deodorant, body wash, shampoo, conditioner, and skincare. This data-centric strategy allows Hawthorne to personalize formulas for specific needs like skin type, hair type, and scent preference with a high degree of accuracy. Revenue is generated through direct-to-consumer sales, with an optional subscription model that replenishes products based on individual usage patterns.

Hawthorne has secured significant investment to fuel its growth, raising a total of $22.5 million through several funding rounds, including a $12 million Series B in 2021 led by Coefficient Capital. These funds have supported product line expansion and a move into omnichannel retail. Originally a purely direct-to-consumer brand, Hawthorne's products are now available in major retail stores, including Nordstrom and Target, significantly broadening its market reach. The brand's products are formulated with natural ingredients and are free from sulfates, parabens, and silicones. One of its fragrances was awarded "Best New Fragrance" by GQ in 2022.