“I lost my hair due to hereditary balding when I was just 24 years old. As someone from the inner city - confidence was rooted in our hairlines, fades, and deep waves. Without those things, I didn't want to be seen. Finding male-focused cosmetics helped me regain that swagger. I could choose - with absolute certainty - how I wanted to be reflected in the world. Unapologetically as handsome as I want to be." – Rocky Collins, Founder/CEO


I left a job at one of the biggest brands in the world – L’Oréal – to launch my own cosmetics company for men. I wanted a Solutions-Made-For-Us grooming experience.


We launched our algae-based skincare collection in May 2020, and quickly landed a deal with major retailer EXPRESS who began offering our products online at in September of 2020. In November of that year, we received a 2020 Grooming Award (our first ever!).


January 2021 we launched our first male cosmetic “HNDSME Tool” – the MVP Beard Pencil – designed to help guys fill patchy beards/hairlines and keep a fresh appearance in between barbershop appointments (tutorial here). Remember - I lost my hair when I was just 24 years old, so I know first-hand what it’s like to rely on beard tricks as a source of confidence. 4 months after introduction, the beard pencil received a 2021 Grooming Award for Best New Beard Product of The Year and became our top selling item EVER. (Still is.)


"I never set out to become an entrepreneur or build a company. However, I did want to create things that would help me reflect who I wanted to be in the world. It's taken me nearly 30 years to find my confidence - and now I own that shit. This brand, This product: Is for us. It's unapologetically handsome as fuck, and we don't care who's threatened by it. Your skin, Your beard, Your hair, Your handsome. It's yours - so own it.” – Rocky (Founder/CEO)


Everyone deserves to be Handsome AF!

Follow the brand and tap in with our community on IG @CALIHNDSME
-Rocky Collins ( @therockycollins )