The past year allowed consumers time to take care of themselves and discover new rituals. The Swiss start-up Wolf Project, based in Switzerland and New York, is grounded in a commitment to defining the men’s category by upgrading the quality of products and transforming the way men take care of their skin. “Wolf” represents the powerful and natural origin of their products, as well as a curious and free spirited personality. “Project” mirrors the community of men that the brand aims to create: men who are not afraid of gender-based stereotypes, who are open-minded and willing to improve themselves every day.

As with many businesses in men’s skincare, Wolf Project saw online sales double during the pandemic. “2020 has been a great first year for us. We look forward to expanding our product offering as well as activating our marketing activities to continue helping men improve their beauty rituals,” says Wolf Project founder Francesco Urso.

While online remains important, the business is bullish on brick and mortar, reflecting a commitment to all channels where its customers are shopping. Urso says of distribution, “Men and women shop online and offline, the experience is truly omnichannel. We believe each country has selected offline retailers that are pivotal to the success of a beauty brand hence why we will continue to develop relationships with them and selectively expand across countries.”

The brand has been executing against this strategy since its launch in the US in 2019, launching direct to consumer quickly followed by a rollout onto the shelves of 2,000 CVS pharmacies across the US and Amazon. The successful launch supported the raise of 1 million Swiss francs from Swiss-French business angels to allow the brand to develop faster in Europe. The first step is an exclusive partnership with Manor, Switzerland’s largest and most successful department store chain with 60 stores across the country.

Urso said Switzerland has been at the forefront of sustainable development, hence its population is too. There was an incredible fit between our products, Swiss consumers and the retail power of Manor that created the perfect conditions for the launch of the brand here after the success in the US.”

Fabian Hildbrand, PR Director, Manor, said of the launch, “Wolf Project will strengthen Manor’s beauty expertise. Men’s beauty is currently growing faster at Manor than women’s beauty, and is also driven by the increased aesthetic awareness due to the numerous video conferences.”

Inspired by the brand’s natural formula, the design of space in Manor brings to life a “world of plants” executed partnership with the high-end modular furniture company USM. The Geneva-based design agency Coral Studio had the idea of bringing together brands united by shared values: design, elegance, and respect for nature and the environment.

USM CEO Alexander Schärer said of the collaboration, “The products of Wolf Project and USM have many things in common. From the idea of sustainability, from the respect for nature to the quality. Both products stand for ‘Beauty.’”

Sustainability is at the heart of the Wolf Project—while the term has become ubiquitous, it is an integral part of the DNA of the Wolf Project. Its products are 95%+ natural, formulated with ingredients that meet “Clean Beauty” standards. The brand is working closely with suppliers that share its values to evolve its packaging to become 100% recycled and recyclable in the very near future.

The commitment of space to an indie brand and marketing support for the launch from Manor appears to be paying off for Manor, as Wolf Projects’ sell-through has been outperforming established skincare brands. “There was an immediate fit between Manor and Wolf Project in terms of vision. They want to support innovative sustainable brands,” said Urso. “Manor recognized our enthusiasm and willingness to go the extra mile to ensure the launch was a success. They gave a lot and we gave a lot back to each store where we have been present.”

The Wolf Project x Manor x USM represents a unique execution of shared values which translated into consumer connection sales that the brand hopes will be an inspiration to other retailers and brands.