Rewriting the Standards of Grooming

Henkel ANZ’s Beauty Care Professional business has officially launched STMNT, a new brand offering a range of effective, high-performing grooming goods with superior formulas and prestige packaging – designed to be accessible to all regardless of gender or style.

A team of disruptors in the barbering industry, creators Sofie Pok aka STAYGOLD (@STAYGOLD31), Julius Arriola aka JULIUS CVESAR (@JULIUSCAESAR) and Miguel Gutierrez aka NOMAD BARBER (@ NOMADBARBER) collaborated on the new collection to not only contribute to, but rewrite the standards of grooming.

Made up of four lines, one specifically curated by each creator and a general care line, the STMNT collection features 14 products ranging from shampoos, conditioners and all-in-one care products to pomades, sprays and powders for both long and short styles.

STAYGOLD

“There is so much we can do in a free-form art as barbering. It’s helped me elevate in so many ways as I connect with different people and inspiration from around the world.”

Designed by L.A-based, award-winning barber and international educator, Sofie Pok, the Staygold Collection is a genderless and lifestyle-driven 3-piece set designed to make an authentic, bold statement with a range that goes beyond the ordinary. Sofie’s dedication to personal growth and technical perfection is reflected in the formulas – from powders to fibers to transformative textures. Products include STMNT Spray Powder, STMNT Wax Powder, and STMNT Fiber Pomade. “People know me as Staygold, I’m a barber from LA and I’ve been professionally working my craft since my early 20s. I believe what you get out of life is what you put in, so I strive to better myself every day. I share my experiences to leave our industry in a better place than when I started. My determination led me to become an international educator; I care a lot about teaching, so inspiring other stylists and barbers is what drives me! Cutting hair is about connecting with people. It means so much more than just putting hair on the floor. It’s more of an emotion that we pass along to people that we’ve come into contact with. Life is what you make it, you shape your own future. I aim to shake up industry standards with a range that goes beyond the ordinary. I strive to go beyond what’s expected in all that I do. My dedication to personal growth and technical perfection is reflected in my formulas, each with unique qualities; powders, fibers and transforming textures.”

Staygold’s signature scent: an invigorating mix of citrus and peppermint, aquatic and woody notes.

JULIUS CVESAR

“Finding your own statement is super special. It should be something that comes from the heart. Be yourself. Make your statement. Manifest greatness.”

Designed by L.A. based barber, educator and show host Julius Arriola, the Julius Cvesar Collection aims to break the mold of grooming standards and inspire people to manifest their own statement in a bold way. These formulas are designed with the ability to cocktail, for truly custom-tailored styling. Products include STMNT Hairspray, STMNT Shine Paste, and STMNT Matte Paste. “Known as Julius Cvesar in the barbering and social media worlds, I’ve been cutting hair since my early teens. Originally, I was a San Francisco Bay Area native, however I’ve since found myself in Los Angeles after wanting to venture out from being solely behind the chair. I’m an educator as well as an international platform artist; my work has taken me all over the world, from Japan to the UK (and everywhere in between!). I didn’t start cutting hair because I wanted to, I did because I had to! I know what if feels like to come from a little, and I’ve used my passion for barbering to fuel the journey along the way. My desire to continuously innovate this industry doesn’t stop, it’s relentless; I’m here to share my vision with the world, as I translate my love for art and fashion into barbering. Greatness comes from having wholehearted conviction in your beliefs. In this ever-evolving industry, my passion is to take grooming to the next level. I’ve developed my collection to deliver versatile performance, whether you are behind the chair or session styling. Shine, matte and everything in between – these formulas are designed with the ability to cocktail, for truly custom-tailored styling.”

Julius Cvesar’s signature scent: a twist of creamy coconut and sandalwood with inflexions of orris.

NOMAD BARBER

“Traveling the world inspires me in my craft and creation. Embrace the unknown and let the journey become part of you.”

Designed by Miguel Gutierrez, UK based traveling barber, photographer, and storyteller, this collection blends his love of travel and photography with a passion for people and barbering to master his craft. Miguel, STMNT’s Nomad Barber, brings the very best of barbering from around the world to perfect a range of classical products, including STMNT Grooming Spray, STMNT Classic Pomade, and STMNT Dry Clay. “Originally from Liverpool in the UK, professionally I’m known as Nomad Barber. I’ve been barbering since my teenage years, but I definitely became more prominent in the industry when I decided to go around the world and document the barbering trade. I realized that there wasn’t much information about international barbering, especially not from countries like India, Nepal or China; I saw a real opportunity to blend my love for travel and photography with my passion for people and barbering. Being able to visit so many countries and meet so many barbers was amazing; I’ve learnt so much from my journeys both personally and in my profession. The symbolic side of cutting hair is fascinating; from a baby’s first ‘full moon’ hair cut in China, to the status hair has for the African Masai man. Travel has been a big inspiration for me, my craft and my barbershops in London and Berlin. I’ve absorbed the time-honored art of barbering from across the globe; this unique knowledge has allowed me to perfect a range of classical products, upgraded for today’s grooming needs. This authentic collection doesn’t just represent my travels, but the experience of the very best in barbering from around the world.” Nomad Barber’s signature scent: a fresh mix of spices, lavender and a hint of wood.

STMNT CARE

Together the founding collective have also created a 5-piece line up of high-performing care products designed to create the perfect canvas for styling. The STMNT Care core collection includes STMNT Shampoo, STMNT Conditioner, STMNT All-In-One Cleanser, STMNT Beard Oil, and a STMNT Bath & Body Cleansing Bar. Developed specifically to care for all hair and beard types, the high-performance formulas have been infused with activated charcoal to purify and invigorating menthol for that extra fresh, clean feeling. STMNT signature scent: fresh citrus and lavender with tonka bean. Beard oil signature scent: citrus with incense and woody undertones STMNT goes beyond the product, this is a brand with purpose. STMNT is grounded in the idea that everyone has an authentic statement to make and people should stand up for what they believe in.

For more information on stocking in your shop please contact STMNT.AU@HENKEL.COM

STMNT is brought to you by the founding collective: Julius Arriola aka Julius Cvesar (@juliuscaesar), Sofie Pok aka Staygold (@staygold31) and Miguel Gutierrez aka The Nomad Barber (@nomadbarber).

www.STMNTGROOMING.com

@STMNTGROOMING