New Hue for Every Man grooming line targets men of color
LOS ANGELES — Hue for Every Man has launched a new line of men's grooming products, including a pomade, shaving and shampoo products and refining mist, for men of color.
The inspiration for Hue for Every Man came from a barbershop. In conversations with a celebrity barber friend, HUE founder and CEO Jessica Estrada repeatedly heard his mostly men of color clients — athletes, industry executives and professionals — were unhappy with the available skin and hair products. Noting an absence of such products at Bloomingdales, Nordstrom, Fred Segal, or Kitson, Estrada, Estrada set out to create her own.
"In 2012, men spent over $34 billion on grooming and personal care products and the numbers are increasing. By 2015, the US Census Bureau projects that there will be more people born of mixed ethnicity than of one race. Add to these trends the fact that there is not a single premium brand that specifically markets to Men of Color, it's clear that Hue for Every Man will connect with an underserved customer base,” Estrada stated.
The "headliner" Hue for Every Man product is the pomade, which retails for $25. With its formulation of natural ingredients and botanicals like mango and shea butters, argan and primrose oils, the pomade promises to make hair both healthy and dapper. It's available online at and at more than 100 barbershops in the United States and apothecaries in six foreign countries. In addition, a curated selection of the products will be available with Birchbox Man on birchbox.com.
Filling out the current range of Hue for Every Man products is a shampoo, a conditioner, a pre-shave gommage — all formulated with natural botanicals specifically suited for the multi-cultural market. These products price from $25 to $37. Toner and clay mask products will also soon be available.
Plans are already in the works for expansion of the Hue for Every Man collection and distribution network. Estrada expects to be in many retailers and specialty stores nationwide in 2015.