FRONTMAN | Foundership, Brand Identity, Creative Direction

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DATE

2018 - 2024

ROLE

CEO, Founder

TECH STACK

Shopify
Figma
Adobe Creative Suite

Founding an innovative men’s skincare brand to modernize acne care

Foundership, Creative Direction, Brand Design, Web Design

In 2019, my cofounder Nick Bunn and I had the idea for FRONTMAN, a reimagining of the men's acne experience. My perspective as a dermatologist's daughter gave me an in-depth knowledge of skincare and cosmetics from an early age. With Nick's personal understanding of the problem, we set out to rethink acne care for a new demographic: young men.

This case study only skims the surface of a 6-year formative experience in my career.

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This was the idea that started it all: a medicated concealer. An easy way for men to hide and treat their acne at the same time. We spent two years perfecting our dream formula with our manufacturer and dermatologist to create an all-new hide & treat solution. Then we made even more award-winners, launching 10 new products in a span of two years.

Product designs for FRONTMAN acne treatment and spinning tube

First we developed a full world in which our frontmen live, inspired by frontmen of the past, 90s aesthetic, and modern tech – with co-designer Patch Kroll. We teamed up with photographer Jaclyn Campanaro to bring the world to life, shooting a variety of on-fig and lifestyle shots.

confident man, arm with shades of product

frustrated man with head on bathroom sink

vintage ad "acne gone in seconds" frontman

Web Design

We built a custom Shopify site with top decile conversion metrics by iterating on and testing various flows. See the full case here.

Live site generating revenue with top decile conversion rate.

Founding an innovative men’s skincare brand

FOUNDERSHIP / CREATIVE DIRECTION c. 2018 – present

AWARDS

Esquire Men's Grooming Awards 2021
Spy Man of the Year Awards 2021
Beauty Innovation Award 2023
GQ Grooming Awards 2023

FEATURES

...plus a LOT more stuff. Award-winning lifecycle marketing (emails), apparel, retail displays, ad spots, etc. Here were the results:

Product Level Impact

20K

confident customers / daily users

LTV : CAC ratio (top decile for CPG brands)

$2M

in VC & angel funding raised

Brand Level Impact

Today Show segment with FRONTMAN Zit Spray

Featured on the Today Show.

GQ magazine with Timothee Chalamet on the cover

Dubbed “Acne Innovators” by GQ.

Worn by some pretty cool people 🤫

Learnings

Founding this brand was one of the hardest and most fulfilling things I've ever done. It was a labor of love that touched the lives of thousands of confident customers. I've learned many things from this experience, which I write about in the Thoughts blog on this site.

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