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SoHo Startup Helps Men Keep Their Bathrooms Well Stocked

December 5, 2018: 12:00 AM EST

Brian Jeong and Phil Wong are the co-founders of a soap, body wash and deodorant startup based in SoHo, New York. The brand, Hawthorn, recommends products to male buyers based on their body type and lifestyle. It sells the products direct to consumers on the website and aims to leverage the personalization trend to compete with and beat traditional brands like Colgate-Palmolive’s Irish Spring and Procter & Gamble’s Old Spice. Its early days for Hawthorn, which has secured $2.2 million in seed funding, but it has been doubling its customer numbers each month. The subscription model uses an algorithm to analyze answers to an online quiz before recommending products.[Image Credit: © HAWTHORNE LAB INC.]
Tiffany Kary, "Deodorant Targeted for Disruption by Two 29-Year-Olds in SoHo", Bloomberg , December 05, 2018, © Bloomberg LP
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