Horace
ActiveOverview
Horace is a French men's grooming and cosmetics brand founded in 2016 by Marc Briant-Terlet and Kim Mazzilli. The brand positions itself as a men's brand that happens to offer cosmetics and fragrance, rather than traditional men's beauty or grooming, with an emphasis on natural, efficient products designed for everyday use. As of 2023, Horace generated €20 million in sales and operates 17 stores across France, with expansion into the UK market including a flagship location in London's Covent Garden.
History
Horace was founded in 2016 by Marc Briant-Terlet and Kim Mazzilli, who sought to create grooming products that reflected their lifestyle and values rather than conforming to masculine ideals. The brand launched with a focus on skincare before expanding into a comprehensive range including deodorant, shampoo, moisturizer, shower gel, and toothpaste. By 2023, Horace had established 17 retail locations across France and generated €20 million in annual sales. In 2024, the brand expanded internationally by opening its first UK store in London's Covent Garden, with the UK representing 10 percent of its customer base.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Skincare | Natural, efficient daily skincare essentials | $25 - $65 |
| Body Care | Natural shower gels and body products | $20 - $40 |
| Hair Care | Natural shampoos and hair treatments | $20 - $45 |
| Oral Care | Natural toothpaste and dental products | $15 - $25 |
| Deodorant | Natural antiperspirant and deodorant | $18 - $30 |
| Fragrance | Natural fragrances with floral and spicy notes | $80 - $150 |
| Concealer & Color | Natural cosmetics for men | $30 - $50 |
Manufacturing
All Horace products are manufactured in France, developed in collaboration with the brand's laboratories. The company maintains direct control over formulation and production, with no intermediaries between the lab and consumer. All formulas are at least 95% naturally derived and free from sulfates, mineral oils, and silicones.
Notable Products
- Natural Skincare Range - Foundational product line featuring moisturizers and treatments formulated with natural ingredients like hyaluronic acid from wheat
- Oud Rose Fragrance - Recent fragrance launch featuring floral notes balanced with warm, spicy accents
- Natural Deodorant - Daily essential deodorant made with natural ingredients and free from harmful chemicals
- Shampoo & Conditioner - Hair care products developed with natural formulations for everyday use
- Concealer - Natural concealer product designed specifically for men's skincare needs
- Toothpaste - Natural oral care product completing the brand's essential grooming range
Reputation
Horace is recognized as a leader in the emerging category of natural men's grooming brands, praised for its commitment to natural ingredients and direct-to-consumer approach that prioritizes consumer feedback over marketing ideals. The brand is noted for offering strong value for money and for avoiding harmful ingredients while maintaining efficacy. Its positioning as a lifestyle brand rather than traditional beauty appeals to men seeking grooming products without feminine connotations. The brand's expansion into physical retail and international markets reflects growing consumer acceptance of its philosophy, though it remains a niche player compared to mainstream grooming brands.