8 minute read
Pioneering the Men’s Grooming Movement in Australia
By Louise May
VITAMAN founder and resident Sydneysider, Clare Castles, is an experienced Beauty Therapist, International Skincare Lecturer, and former Salon Owner. She spotted the men’s grooming trend in Australia way ahead of the curve – and knew there was an opportunity to create a marketplace that had never existed before.
So, after heaps of research about indigenous biochemistry and a solid education on formulating naturally active products, the idea behind VITAMAN was born – to create a natural, 100% Aussie-made skincare and haircare range of products specifically designed for men.
In December 1999, at the height of a very warm Australian summer, VITAMAN officially launched as the first men’s grooming e-commerce brand in Australia. To this day, Clare remains dedicated to VITAMAN’s legacy of being the most innovative, effective, and natural men’s haircare and skincare product range available today.
Beauty Biz Editor Louise May chats with Clare to find out more about the VITAMAN brand…
Can you tell us about the history of VITAMAN and what inspired you to create the brand?
“A Bit on the Side”, which was a salon that I was part owner in was an extremely successful salon in Newtown, it was the first modern salon to start on King Street. After a divorce and leaving the salon, I became a registered training organisation (RTO) teaching Photographic Makeup and Beauty Therapy.
I was also contracted to do a lot of Corporate Grooming Lecturing for companies like Qantas, Major Banks and Hotels. While I was training the new recruits at Qantas in hair and makeup presentation, I literally had nothing to recommend for the men. I realised there was a huge gap in the market for men. This was in 1997 and where the VITAMAN idea first took shape.
I started thinking of my ideal business model and a basic product range. I knew I wanted to create a product that I could export and could be sold globally. I wanted to create “Australia” in a bottle!! I also realised that online and eCommerce was an emerging market and was going to be critical to taking the product global Most importantly, the range had to be natural, and antioxidant based (Vitamins A, C & E)
So, I launched VITAMAN, the first e-commerce grooming site for men in Australia in 1999. We launched with 9 skincare products, all natural, using unique Indigenous ingredients from Australia. In fact, it was the first men’s brand to use Kakadu Plum, Grass Lilly, Lemon Myrtle, Quandong and Aniseed Myrtle, all widely used today.
It’s generally exciting to be FIRST at something, but it was scary being the first e-commerce site for men, and we found out the hard way that no one trusted buying online. And in 1999 men weren’t convinced that they needed skincare, let alone know what an antioxidant was!
Back then, almost 25 years ago, I really believed antioxidants would be the future of skincare, and they are still regarded as a necessity now, both taken internally for health and used externally in skincare formulations.
How has the brand evolved since its inception?
The opportunity arose to supply overseas hotel spas for male business travellers, so we extended the range to include comprehensive Body & Sports categories, as well as professional massage and body treatments – that worked in well having our Ambassador/Shareholder Tim Cahill (former Socceroo) on our team. We developed unique treatments that were incredibly therapeutic focusing on relieving stress, detoxing and overall wellbeing.
We’ve won many awards with our treatments and our direction has always been one of Hair, Skin & Body Wellness. We became members of various Spa Organisations and were contacted by Spa Directors around the world to develop exclusive treatments and products for this fast-growing area. Our spa growth has always been by referral.
We’ve been so grateful to win many ASIA Spa Magazine awards for Best Products and Best Treatments, voted by industry peers. Some of our Spa stockists, past and present include W Hotel Taiwan, Grand Hyatt Singapore, Park Hyatt Doha, The Savoy Portugal, Four Seasons Philadelphia, Conrad Bali and then in 2009 we won a global contract with Hilton Hotels worldwide to be the exclusive men’s brand in their eforea spa concept.
Our entry into the Middle East came about when an extremely smart businesswomen saw VITAMAN at Galeries Lafayette in Paris (2003) and went on to create the most impressive chain of Executive Grooming Lounges for men, exclusively using VITAMAN, called “1847” (the year the safety razor was invented). We worked closely developing unique treatments and trained their team in Dubai. We’re still present in 1847 today.
What was the driving force behind your decision to focus specifically on men’s grooming products?
In 1997, people said I was crazy, that men wouldn’t use skincare, but in fact their daily shaving ritual was technically skincare, although it was damaging their skin. They just didn’t use good products or ingredients because there was no choice on the market, except alcohol-based shaving foams and after-shave colognes full of artificial fragrances. The products they used caused the issues they were suffering being dryness, irritation, redness, flaky scalps etc.
So, I felt there was an urgent need for solutions to their problems. We were the first male Australian brand to launch in 1999 and export in 2000. It was a market that had been ignored because men didn’t really know what they wanted until they saw product that was designed specifically for them. Ultimately men, like women, want to feel good about themselves. They want to look good. It’s about self-esteem.
VITAMAN’s products are known for their unique aromas. Can you tell us more about the scents you’ve chosen and why you selected them?
We only use natural aromas from plants because of the irritation many fragrances can cause. We use aromas such as Wild Rosella Flower, Sweet Orange and other citrus fruits like Lemon Myrtle, Grapefruit, also men’s favourite, natural Vanilla Bean, masculine Patchouli and Sandalwood, Cypress, Eucalyptus, Spearmint, Lavender and Cinnamon. It’s interesting that women love our aromas too, many of which purchase for their men (and themselves)
Why do you believe there is a growing need for specialised men’s grooming products in today’s market?
The male grooming industry is a booming sector now, boasting a global market value exceeding $78 billion. It’s witnessed a significant surge in recent years, driven by a shift in consumer behavior and an increasing emphasis on self-care and grooming among men.
For skin clinics and salon owners looking to introduce men’s grooming products into their business, what advice would you offer to ensure a smooth integration? We allow the clinic/salon to tailor the categories to suit their business. We have several categories and there is no minimum. Whether their business is typically women buying for men, or men buying for themselves, I would advise starting with two categories, e.g.: Shave & Face or Face & Antiaging, or Face & Body, so they can recommend an entry-level of Cleanser, Scrub and Moisturiser and expand from there.
A Hair Salon may choose Hair & Styling or Shave & Hair. We believe it’s best to choose the category that suits their clientele. They all need certain products daily, so why not service their needs? Retailing should be seen as caring for each individual’s needs. For the salon industry, we have developed mini-Groom and Zoom treatments that we first launched at Barney's private treatment rooms in New York the added revenues and opportunities for retailing is exceptional.
When it comes to retailing VITAMAN products, what is the typical markup for sales that clinic/salon owners can expect?
50% margin – 100% mark up
Your product line includes both skincare and haircare solutions. Can you provide more details about the different types of products you offer and their benefits? We are a problem/solution brand so in Hair we offer 3 ranges Volumising (for guys with thinning hair), Moisturising (for dry hair and scalps) and Oil Control (for guys with oily hair and scalps).
We also have 3 popular treatments (1) problem irritated scalps, (2) our best-selling Leave in Moisturiser for dry hair and (3) a hair, scalp & follicle treatment called Hair Food to provide nutrients and strengthen the hair. Everything has been developed to heal, soothe and calm the skin & scalp or strengthen, nourish and condition hair. Everything is pH balanced, natural and organic ingredients as well as Vegan approved.
Do you offer sample products for salons to trial before committing to a larger purchase? How can salon owners obtain these samples?
Clinic/Salon owners can simply email us at info@vitaman.com. au describing their business and we will communicate and curate a range of samples. Or they can visit www.vitaman.pro and sign up for a wholesale account.
Do you have minimum order quantities?
No there is no minimum
How does a clinic/salon start with VITAMAN, and what is the process?
They can start immediately with an online account at www. vitaman.pro Or if they need more help, we are really happy to set up a time to discuss further. We provide digital training materials and videos, samples and access to a full image library, which stockists can use in promotions or advertising.
