Horace.com

How Two Friends Built Horace to Dominate Men’s Skincare in France

Founded By

Marc Briant-Terlet

Monthly Revenue

$2.5M

Founders

Employees

100 (est.)

Profitable

Yes

Year Started

2016

Customer

B2B

Founded By
Marc Briant-Terlet: Monthly Revenue
$2.5M: Founders
2

Employees
100 (est.): Profitable
Yes: Year Started
2016

Customer
B2B

Who is Marc Briant-Terlet?

Marc Briant-Terlet, originally from the Paris suburb of Le Mée-sur-Seine, studied marketing and consumption anthropology in Montréal, and formerly worked in marketing for Vans and as a fashion journalist before co-founding Horace in 2015 to make simple and natural grooming products for men.

Marc & Kim, Co-Founders of Horace

What problem does Horace.com solve?

Horace solves the hassle men face in finding straightforward, quality grooming products by offering simple, affordable solutions that cater to everyday needs, which many big brands often overlook or complicate.

How did Marc come up with the idea for Horace.com?

Marc Brian-Terlet co-founded Horace by identifying a gap in the men's grooming market when he struggled to find grooming products easily accessible for men like himself. This realization came during his time in an office job, where he found it challenging to purchase grooming products due to store hours and a complicated online shopping experience. To confirm he wasn't alone in this problem, Marc spent time learning about male grooming products and spoke to other men to understand their needs.

The idea solidified while Marc was on holiday in Italy, where he realized that existing solutions didn't meet his needs. He discussed this with a friend from business school, Kim Mazzilli, leading to the conception of Horace. They aimed to create a brand that would offer efficient, natural grooming products without perpetuating unattainable masculine ideals. Moreover, they adjusted their ideas based on customer feedback and unfulfilled offerings in the market, ensuring their products resonated with their audience. This customer-centric approach, combined with a straightforward product range, was pivotal in shaping Horace's brand identity.

How did Marc build the initial version of Horace.com?

The development of Horace's first skincare products involved an extensive research and formulation process, lasting approximately nine months. The co-founder Marc Briant-Terlet, alongside a laboratory, crafted a Purifying Face Cleanser and a Mattifying Face Moisturizer, ensuring they catered specifically to modern men's skincare needs. They focused on creating formulas with high concentrations of active ingredients such as zinc, which helps regulate sebum production. The brand's commitment to using clinically substantiated, natural ingredients set a high quality standard from the start. Despite the promising outcome, the journey was challenging, with initial setbacks in production timelines and the necessity of raising capital to cover manufacturing costs.

Horace Nouveau Sérum-Bio Rétinol + Argireline® Peptide.

What was the growth strategy for Horace.com and how did they scale?

Horace effectively utilized social media platforms and content marketing to engage with their audience and build a strong brand presence. They produced engaging and relatable content on platforms like Instagram and Facebook, showcasing real conversations and product usage, resonating with their target demographic by addressing common grooming concerns.

Why it worked: This strategy succeeded because it spoke directly to the needs and lifestyles of modern men, who often find existing marketing strategies and product offerings unrelatable. By avoiding clichéd advertising and using a tone that appealed to everyday men, Horace was able to connect more personally with their audience, driving both brand loyalty and customer acquisition.

Direct-to-Consumer (DTC) Model

Horace embraced a direct-to-consumer business model to bypass traditional retail channels. This approach allowed them to offer high-quality products at competitive prices by eliminating middlemen, thus maintaining control over their brand and customer experience.

Why it worked: The DTC model resonated with consumers looking for transparency, quality, and value. By selling directly through their own channels, Horace could collect customer feedback efficiently, adjust their offerings quickly, and create a seamless shopping experience that further built trust and encouraged repeat purchases.

SEO and Content Guides

To drive organic traffic, Horace invested in SEO and developed content guides to educate their audience about grooming. They focused on optimizing their website and producing articles that provided helpful, practical information on men's skincare routines and product benefits.

Horace Homepage

Why it worked: This strategy tapped into the growing trend of self-education and research before purchase. By providing valuable content, Horace not only attracted potential customers via search engines but also established themselves as experts in the field, enhancing their credibility and stimulating product interest.

Customer Feedback and Community Engagement

Horace actively engaged with their community for feedback and insights, creating an open dialogue with customers via social media and their website. They encouraged customers to share their experiences and participate in the development process of new products.

Why it worked: Involving customers in product development and maintaining open communication fostered a sense of community and belonging. This approach not only reinforced customer loyalty but also ensured that products met actual customer needs, leading to better satisfaction and increased word-of-mouth referrals.

What's the pricing strategy for Horace.com?

Horace.com primarily sells grooming products directly to consumers, emphasizing affordable pricing by eliminating middlemen, with products like a mattifying face moisturizer priced around €16.50 and offering bundles for additional savings.

What were the biggest lessons learned from building Horace.com?

Embrace Simplicity: Horace found success by stripping down complicated beauty jargon, focusing on straightforward product names and messaging that resonated with their audience.
Engage with Customers: Marc spent countless hours talking to customers and learning from them, ensuring the products met real needs and built brand loyalty.
Build a Resilient Brand: By navigating initial industry obstacles, such as the lack of wholesale opportunities, Horace built a strong direct-to-consumer presence that provided leverage in later retail negotiations.
Adapt Based on Feedback: They carefully used customer insights gathered from product tests and research to refine and develop new products that aligned with consumer preferences.
Leverage Local Strengths: Horace capitalized on France’s rich cosmetic industry resources, utilizing local expertise and manufacturing capabilities to produce high-quality products efficiently.

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