Carlos Barreto, a beauty industry veteran with more than 20 years of experience at P&G, Coca-Cola and Revlon, launches today Cleverman, a men’s hair color solution available direct-to-consumer and via subscription.
First, a customer completes a quiz on their hair and beard color and textures and for their desired look before creating a specialized order for the customer available for a one-time purchase of $22.95, or subscription for $9.95 for the first purchase and $18.95 for the following purchases.
“The beauty market in men’s grooming isn’t very developed,” Barreto said. “There’s one competitor in the [men’s hair color] market in retail that has 90 percent market share.”