Henkel gears new grooming brand towards barbers

By Becky Bargh | Published: 1-Sep-2020

STMNT features 14 skus and has been co-created by barber experts Sofie Pok, Julius Arriola and Miguel Gutierrez

Beauty heavyweight Henkel has thrown its weight behind the grooming market with its latest brand launch STMNT.

Pronounced ‘statement’, the brand offers 14 skus, ranging from shampoos and conditioners to sprays and powders for long and short styles (from US$11.95-$24.95).

Each of the collections have been created in collaboration with a team of barbering experts: Sofie Pok, Julius Arriola and Miguel Gutierrez, and each were responsible for co-creating their own line.

The Staygold collection was put together by Pok and features a spray, wax powder and pomade; Arriola, also known as Julius Cvesar, helmed the formulation of the Cvesar collection, which includes a hairspray, shine and matte paste; while Gutierrez co-created the brand’s Grooming Spray, Classic pomade and Dry Clay.

Completing the line are five hair care products, including a beard oil and all-in-one cleanser, which were also put together in conjunction with the three barbers.

The brand said the line has been designed to be accessible to all consumers regardless of gender or style.

Henkel gears new grooming brand towards barbers

“Over the past few years, barbering and grooming have evolved,” said Caleb Foltermann, STMNT’s General Manager.

“Modern barbering is all about making a statement. It is sophisticated, lifestyle-driven and genderless.

“We wanted to pioneer a brand that was authentic to the movement and made grooming products accessible to all.”

He continued: “These three creators embody what it means to be a modern barber and they have the deep expertise to formulate products that are truly effective.”

The announcement comes a month after the brand entered an agreement to acquire a 75% stake in Invincible Brands Holdings, the parent company of Hello Body, Banana Beauty and Mermaid+Me.

Meanwhile, STMNT will join Henkel’s portfolio of brands including Schwarzkopf, Dial and Syoss.

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