Launch Date: January 2021
Geography: New York City, United States
Founder: Carlos Barreto, Founder + CEO
Executive Team:
Advisor: John Collier
Board Members:
Notable Investors:
2025 Full Year Projected Revenue: $5M - $8M, according to industry estimates
Primary Category: Men's Grooming
Other Category: Haircare
Funding: Self-Funded, Friends and Family, Angel Investment, Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channels:
After two decades leading brands like Gillette and Revlon, I realized the grooming industry still treated men as an afterthought. When I started graying, I felt firsthand how few solutions existed for men like me—especially those who cared about aging well, looking sharp, and feeling confident.
So I created Cleverman: a purpose-driven grooming brand that combines personalization, clean ingredients, and emotional connection. We started with custom beard and hair dye kits, built around real concerns—grays, patchiness, confidence—and expanded into a full system for hair and beard care.
We’re not selling vanity. We’re helping men feel more like themselves—through products that perform and a brand that actually listens.
Insights: Carlos Barreto, Founder + CEO
Why now and why you?
After 20+ years building brands like Gillette and Revlon, I realized none spoke to men like me. As I started graying, I felt the pressure to age quietly. But grooming isn’t vanity—it’s identity, confidence, and agency. I launched Cleverman because men deserve products that help them look great and feel great. We’re not just building a brand—we’re building a platform to help men become their best selves.
What fuels your competitive advantage?
Personalization, performance, and purpose. Our patented customization engine powers 10K+ kit combinations. But our real edge is trust—we don’t just build routines, we build rituals. Our purpose is simple: help men look good and feel even better.
What are you most proud of accomplishing to date?
When customers say, “You made me feel like myself again,” that’s everything. We've hit 60% repeat—proof that what we’re building is loved, needed, and working.
What is the one thing you wish someone had told you?
That brand experience doesn’t prepare you for the emotional weight of building from zero. It’s not just about marketing—it’s about resilience. I’ve had to become a leader, not just a founder, and reinvent myself every day.
What would you tell your past self before starting this journey?
It’s going to be hard—but incredibly fulfilling. You’ll become a better version of yourself, and you’ll make others feel the same.
What does success look like in the next 3-5 years?
Cleverman becomes the go-to men’s brand—on retail shelves, in morning routines, and in culture. Success means men feel more confident because we gave them the tools and permission to stand taller.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: The obsession with virality on social media—brands chasing trends, filters, or influencers that go viral for a moment but don’t build lasting connections. It creates noise, not trust.
Overlooked: Emotional intimacy with customers. We talk to men like a barber, not a billboard—and that changes everything.
How do you think the industry needs to evolve?
We need to stop underestimating men. They’re emotionally aware, care about their health, and are ready to engage—if brands are willing to meet them with purpose and respect.
If you could wave a magic wand, what one wish would you make for your business?
That every man who’s ever felt invisible in the beauty aisle would find us—not because we make him look younger, but because we help him feel like himself again.
