In Brands, Finance

DTC men’s personal care brand Hawthorne has secured an $8 million Series A funding round led by Natalie Massenet and Nick Brown of Imaginary Ventures with participation by existing as well as new investors.This new round of funding brings the total amount raised to $10.5 million. 

WHO: Hawthorne is a new modern personal care brand serving the next generation of men’s care needs. Founded in 2016, the direct-to-consumer company creates premium personal care products tailored for each of its customers. Using a simple questionnaire, study-backed research, and algorithms built on machine learning, Hawthorne factors in attributes such as body chemistry, skin type, hair type, lifestyle, and scent preference to personalize the perfect hair care, body care, and fragrance products for its customers—making it an easy and hassle-free way to elevate your routine.


“Two years ago, we realized that not only were premium personal care options for men limited in offering, but they were also often marketed in ways and sold in places that made them essentially inaccessible for most men. We were left to consider only either antiquated ‘dad brands’ on drugstore shelves or expensive luxury brands in Sephora and department stores,” said Brian Jeong, co-founder and CEO of Hawthorne. “We started Hawthorne to make it as easy as possible to discover and use high quality personal care products tailored specifically to your functional needs—-regardless of your skin, hair, body chemistry, or scent preference. We celebrate individuality and, thus, get to know you on a personal level. We are on a mission to bring this same personal approach to serve all of men’s personal care needs—today and tomorrow.”


  • Hawthorne closed an $8 million Series A round of funding.
  • The round was led by Natalie Massenet and Nick Brown of Imaginary Ventures with the participation of existing investors Comcast Ventures, Founder Collective, and Shana Fisher, as well as new investors Yael Alflalo, founder and CEO of Reformation, Tom Chapman, founder of Matches Fashion, and others.
  • This new round of funding brings the total amount raised to $10.5MM. 
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