Stuff, the Grooming Brand Promoting Healthy Masculinity, Is the First Aussie Men’s Product Stocked by Sephora

Article here. Excerpt:

'Founder Hunter Johnson reckons the personal care category for men has been ripe for disruption after decades of dominance from tired old brands.

“For so long it has been dominated by outdated conglomerates who perpetuate tired and toxic stereotypes that don't represent modern masculinity,” he tells Broadsheet.

“We’ve witnessed an amazing amount of innovation and evolution in the female space, but next to nothing for men. It’s a white-space opportunity to provide a positive narrative for men in a time when there aren’t many.”

Johnson’s solution? A personal care brand that’s not just good for your body, your face and your hair – but your head, too. The brand addresses toxic masculinity through its marketing campaigns, positive male role modelling and its website, which doubles as a resource centre for young men, with a blog addressing issues such as consent, first-time fatherhood and mindfulness. The products also help to fund preventative mental health programs for thousands of young men at Johnson’s charity, The Man Cave, which he launched in 2014.'