Grooming and Growing
I recently spoke to Matt Mullenax and Matt Teri, co-founders of Huron, a new grooming line focused on personal care for men. Matt Mullenax is Huron’s CEO and Matt Teri is Huron’s Chief Development Officer.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?
Matt Mullenax: Matt Teri and I come to the industry from different entry points. Growing up, I was the kid with bad skin. I felt like I had tried every product out there, from the grocery store staples to dermatologist-recommended products. But nothing seemed to work. It wasn’t until I finally walked into a ‘premium’ skincare store in my late 20s that I discovered efficacious products without a prescription, and that made me look and feel better about myself. But, the price points didn’t resonate. I couldn’t justify spending $50+ on face wash. That was the light-bulb moment for me. I wanted to create a branded assortment of A+ products that looked, acted and performed like the higher-end products. But at a price point that didn’t break the bank.
Matt Teri: I come from a family of small business owners and entrepreneurs, so learning different aspects of a business, from front end customer service and marketing to back end production, has been really valuable. It wasn’t until I was exposed to the personal care and fragrance space that I saw the potential to blend what I loved about marketing and the consumer connection with my passion for creativity and innovation. Starting in the beauty industry was an exciting journey of discovery, insights and developing skills that, at its very core, connects you with consumers on an emotional level. I was drawn to how products, packaging, and storytelling can have such a positive effect on people’s lives. From that point, I made it my personal mission to deliver the best experiences to our customers that would have the greatest impact.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Matt Mullenax: The personal care / men’s care category was a category that I experienced more than just a ‘frustration’ or ‘pain point’. I had an intimate connection with the end consumer because I was him just a few years ago. I feel fortunate in that we’re building Huron to be the brand I would’ve loved to have 5-10 years ago. We have the opportunity to better serve a consumer who’s been largely under-targeted with products we know that he wants.
I would encourage other aspiring entrepreneurs to think about experiences and categories where they feel a similar connection to an end-user. There will be ups and downs every day in the entrepreneurial journey, and knowing for whom your working for makes it well worth it.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Matt Mullenax: In the summer of 2017, I launched a survey to ~1,500 guys to better understand both their consumer and purchasing behavior. We asked questions such as: what brands do you buy from? Which products do you currently use? Do you prefer to shop in-store or online? Does someone shop on your behalf? And a host of others. We then took all of those data points and rolled them into a fake brand, which we launched in January of 2018. The goal was to understand what consumers wanted from an assortment perspective, but also which claims mattered most. How important was all-natural vs. organic vs. vegan, etc. On social, we geo-fenced a number of midwest markets and observed what the on-site consumer purchasing journey was. From there, we collected a number of data points that would ultimately influence our product launch assortment, but also our product positioning and other brand strategy-related efforts.
Matt Teri: I’ve helped grow a few skincare and grooming brands around the world, and the most successful always had their finger on the pulse of who he is, what he feels and how to communicate with him- regardless of geography, age or culture. When I first met Matt, I was really drawn to our shared passion around the space, his personal story, and the vision for the brand. Having done a fair share of market and consumer research in the men’s space, I understood a fresh approach and a connection to the under-served male was needed- and Huron was being built to serve that need. That early feedback in shaping the brand helped validate and steer the course of where we are today and will continue to go.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Matt Mullenax: We’re still learning every day on this front. From the early days, we surrounded ourselves with current and former operators and brand builders, who could help Huron. We found our own brand ‘cheat codes’ and tried to leverage those arbitrage opportunities as best we could. But at the end of the day, you’re the one in the trenches. You’re going to know your brand/company the best, so trust your gut!
Matt Teri: Find like-minded people who share your core values to help you forge ahead. Establish great relationships and create partnerships that will help broaden your horizons and help you expand beyond your core competencies.
Adam: What are your best sales and marketing tips?
Matt Mullenax: Most brands are intentional about putting the customer first, but we do so through the lens of empathy. Fostering a culture of transparency, candor, and honesty will resonate well with your customers and consumers, and we’ve benefited immensely. A trope, but treating customers the way that you want to be treated from other brands (as a consumer yourself) is paramount. Offer them value beyond ringing the cash register. It will pay off in the long-run.
Matt Teri: As you develop and nurture your brand, let your voice shine through. It will help communicate your DNA and lend authenticity and relatability across customer service, your social media presence and how to best communicate your product attributes. Establish a community, tell your brand story, and engage with valuable and meaningful content.
Adam: What are your best hygiene tips from a both a health and an aesthetic perspective?
Matt Mullenax: For me it’s no secret: consistency is key. As with any good routine, the benefits of self-care are observed with continued, consistent use.
Matt Teri: Have the right tools. Not everyone is a grooming aficionado, and even for those who are, understanding the fundamentals about skin, the “how and why” can be helpful. For example, in today’s climate of isolation and staying indoors, stress levels spike, wreaking havoc both physically and emotionally. Skin is disrupted. Maybe you’re noticing excessive dryness or even acne breakouts. A bit of knowledge and the right tools on how and why to care can help re-balance you back to a sense of normalcy.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Matt Mullenax: The best leaders share a common trait in surrounding themselves with the best possible talent. Said frankly, how quickly can you be the dumbest in the room? The faster, the better. That means that, as a leader, you’re building a top-notch team, who can not only build upon the strategy and vision, but execute the tactics. In addition, the ability to listen is a skill that’s overlooked. The ‘Golden Ratio’ of two years to one mouth -- meaning, to listen more and to talk less -- is something that I’m working on constantly.
Matt Teri: Some of the most effective leadership styles combine vision, passion, empathy, and the ability to inspire those around you. In addition, communication is key. Communicate your vision and strategy to help guide and motivate people to deliver their best.
Adam: What is your best advice on building, leading and managing teams?
Matt Mullenax: We were focused on hiring athletes from the start. Not ‘athletes’ in the literal sense of the word, but an ability to execute across different functions, and a willingness to figure things out at a quick pace. We didn’t hire for expertise, but rather for strong experience paired with an empathetic understanding of the end-consumer and a desire to learn and win.
Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?
Matt Mullenax: A few things come to mind. First, test and iterate. We’re micro-testing all of the time, from ad creative to copy to on-site functionality. And, to be honest, we should be doing more of it. There’s always room for improvement. You never know what’s going to resonate with your consumer, so test frequently. Second, curate your sounding board, but trust your gut. Receiving input from mentors and advisors is important, but you have to make the call. Gather the information, internalize the options, make the decision. Last, don’t forget to remove yourself from the granularity of the day to see the larger picture. It’s easy to get caught in the daily undulations of a brand/business, but reminding yourself of the vision and for whom (or for what) you’re fighting for is energizing and motivating. Don’t lose sight of that. Take time to think and reflect.
Matt Teri: Foster your creative spirit and keep your eyes wide open as inspiration can come from anywhere. Forge ahead- don’t let the fear of failure stop you from trying and making decisions. And lastly, continue to learn and grow- learn from those around you, learn from your mistakes and push forward. Learn a new skill or polish up an old one.
Adam: What is the single best piece of advice you have ever received?
Matt Mullenax: Take care of the little things and the big things will take care of themselves.
Matt Teri: One of the best pieces of advice was from Leonard Lauder during my time at ELC: “Listen, listen, listen. You’ll be amazed, if you are willing to listen, what you can learn.” Listen, then process quickly what you’ve heard.