E-commerce brand platform Hakkawise expands its portfolio, acquiring men's skincare brand Wolf Project.WHO: Francesco Urso, the brand's founder, launched Wolf Project in October 2019 after spending over a decade at Procter & Gamble. He noticed gender norms shifting and the increasing willingness of men to pick up skincare products and detected a gap in the men’s skincare sector with prestige brands and mass-market brands. The Wolf Project is best known for its high-performance portfolio of clean skincare products for men, with its flagship sheet masks and eye masks becoming bestsellers. The seven-product assortment is priced from $10 to $30.London-based Hakkawise was founded three years ago by serial investor Yiu Yin Yau and Michael Lan, who formerly guided Amazon’s private brands in Europe. Wolf Project joins a portfolio with bodycare brand Object Beauty, e-tailer The Kind Store, supplement line Physis Nutrition, and oral care brand Happier.WHY: The brand is preparing to launch online at Target by the second quarter this year with plans to launch in the big-box stores.IN THEIR OWN WORDS: “The trigger of this whole relationship is the brand needed bigger shoulders. It’s a transformational transaction because it secures a good launch for Target, and it secures a very healthy future in Nordstrom,” says Wolf Project founder Francesco Urso. “I really trust Michael and Yiu Yin’s expertise. I’ve seen what they’re capable of, and I’ve seen how much they care about the brand. They know it takes time to build a brand in retail in the US, a very competitive market.