Montreal company gets Wise to men’s care trend
Men’s grooming is becoming a big business.
From beard care to body wash, the days of guys having only one or two options for their self-care routine are long gone. And, there is a welcome wave of Canadian brands joining men’s products.
Andre Barsalou, the cofounder and vice-president of the Montreal-based company Wise Men’s Care, chatted with Postmedia News about what makes Wise different, why it’s a fit for Canadian men and which product is proving to be the most popular.
Q What is Wise Men’s Care?
A Wise Men’s Care is a high-quality, natural and eco-friendly men’s personal care product line, made right here in Canada. The seed for Wise was planted in a barber’s chair. One of our founders, a barber himself, noticed that he and many of his clients were seeking grooming products more in line with their lifestyle and beliefs. He got together with a couple of them and started Wise.
Q What makes it different?
A Although our first priority will always be the quality and functionality of our natural products, we help shift the personal care market toward adopting more conscious and sustainable practices. For that reason, we are the first in men’s care to offer products in a dual packaging system.
Q What can you share about the conscious element?
A The line is offered in sleekly designed reusable glass containers, and the recyclable refills can either replenish the glass jar, or simply be used on their own for your daily grooming needs. The idea is simple: reduce unsustainable materials currently used in personal care. Our recyclable refill pouches use 80 per cent less plastic than most shampoo bottles on the market.
Q What is the price point of Wise products?
A We’ve got quite a unique system, as each product has two price points for the two packaging options. For example, the Glacier Clay Pomade is $32 for the reusable glass jar and just $24 for the recyclable cardboard refill.
Q Where can people check them out?
A We’re available online through our website wisemenscare.com and a few other ecommerce stores such as Need Supply, Bespoke Post and Masc, as well as in over 80 locations North America-wide.
Q Which product is proving to be the most popular?
A Our Birch Bark Daily Shampoo is definitely a head turner — no pun intended. With the help of a natural perfumist, we made a unique blend of essential oils that creates a very unique and uplifting cleansing experience.