Navigating the world today feels like a game of watching where you tread, careful to not cross the fine lines drawn everywhere you look. What you can do, what you can say, how you can be.

Being masculine today can sometimes feel like living life within constraints—clean but not too clean; stylish but not too stylish; caring neither too much nor too little.

We’re working to build a world free from constraint. One that celebrates all of the wide-ranging, contradictory possibilities that masculinity holds for us. Both strength and tenderness, boastfulness and modesty, the quiet and the loud, the audacious and the vulnerable. Every facet, every feeling—we say that’s all part of the new, bigger, freer story we’re writing together.

FACULTY—(noun) An innate or acquired ability to act or do; any of the powers of the mind once believed to be the basis of all mental phenomenon; a natural aptitude embracing that which is innate and inherent as a strength; not a weakness.

What role does grooming play in all this? We believe feeling good in one’s skin, feeling fully and wholly yourself, lends us the confidence to live free from constraint. The peace of mind that enables us to take risks. The assurance with which we can then reveal what’s within. We believe we can do better than merely looking “presentable” every day.

So we’re reimagining grooming—with more tools to help you feel more yourself. Our vision of modern grooming is a daily practice of self-creation, designed from the ground up for you to make what you will of it.


We’re reimagining grooming—with more tools to help you be you. The identity around masculinity has been thrown into a crisis, and many options to express the self have been characterized as off-limits. We’re here to rewrite that story. Our purpose is to inspire connection, self-expression, daring, style, and confidenceall to improve your quality of life.

Sometimes the journey to finding yourself can get crowded out by noise. The path to feeling comfortable in your own skin is complicated and can take a toll on mental health. That's why we donate 1% of sales to Crisis Text Line, a free 24/7 text line to chat with a counselor in times of crisis. If you or a friend are in need, text "HOME" to 741741 (U.S.) for help.