Rocky Collins is a 3x men’s grooming award winner and entrepreneur with corporate experience at some of the biggest brands in the world (American Eagle Outfitters, Guess Inc, L’Oréal, etc.).


CALI HNDSME (pronounced hand-some) is a direct-to-consumer business providing premium essential cosmetic products for men to feel unapologetically handsome AF via subtle enhancement, “HNDSME Tools”.


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


After working in the fashion/grooming industry for 7 years, I left a job at one of the biggest beauty brands in the world – L’Oréal – to launch my own skincare company for men. I was frustrated by the lack of premium products catered towards Black male consumers and recognized a deeper need for a luxury Made-For-Us grooming experience.


We launched our algae-based skincare collection in May 2020, and quickly caught the attention of major retailer EXPRESS who began offering our skincare 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.


Our company is changing how guys approach taking care of their appearance and how that can positively impact their mental health. Products for Us, by Us that solve specific problems we face, while considering the unique tones and properties of melanated skin. We know how to engage + support our guys where they are.


"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 )