The 10 Year Anniversary Of Matte For Men

Back in 2004, I had an idea to create the ultimate all-in-one facial moisturizer for men (and by "for men", I really initially meant "for myself" but I knew that most guys like me, really only wanted to use one product to help care for and protect their skin). After leaving my job with a world-renowned consumer products company, I started working on making this dream come true. A few years later, on February 2, 2007, Matte For Men was indeed officially launched.

We stated the line with just two products; our Complete Face and Head Care Lotion with SPF 25 and our Antioxidant Shave Gel. While both products have been improved over the years, they are essentially still the same because they are just that good!Since that time, a number of unique products have been added to the Matte For Men line-up, including our Man Powder and Complete Cleansing Cloths. We've gone through formula improvements, packaging updates, and partnering with various retailers including Sephora and Nordstroms, while maintaining one simple goal: to provide only essential, effective products that make a positive difference in the way a man looks and feels.

Matte For Men been recognized by The New York Times, Men's Health, Men's Journal, Esquire,  Playboy Magazine, and various television programs ... just to name a few. Its been very rewarding to see that our products have made somewhat of a difference in some men's lives.

I've also learned a number of things having started my company, Lescoja, and launching Matte For Men. They include (in no particular order):

1. Its been the most rewarding time in my professional life. While I look back and realize I've had successes and made my share of mistakes, I can honestly say I am better for both.
2. I've been blessed to work with some really amazing folks over the past 14 years ... without whom I could never have done this. There really are too many to name (and I don't want to embarrass them), but please know that you are appreciated.
3. Customers want products that work and simply don't need multiple products to do what just one can. I've always kept this in mind and is why we currently only offer 10 products. We just won't introduce an item to "fill up the shelves".
4. Some of the best products available to customers, are not available in large retailers (just ask Saddleback Leather .. one of my favorite companies). This seems counter-intuitive, but the fact of the matter is that these retailers often "take the path of least resistance" and will offer only the national products that are offered everywhere else. They just don't have the capability to introduce and foster newer brands because they are so focused on their bottom lines (maybe that's the reason that their staff keeps turning over every few months as well). This also may be why retail sales are shifting away from "mortar and brick" retailers, and internet sales are rapidly growing.
5. My wife is a saint.

I can go on and on about what I've learned since the beginning (and I often do on my blog Startup Warfare), but know this: we have no plans to slow down during the next 10 years. We will constantly strive to only offer you the best products and service available. We will never settle for "more of the same" ... as evidenced by our recently improved Matte For Men Complete Face Care Lotion with SPF 30 and our soon to be introduced new Man Powder formula.

Finally, I'd like to take a moment to thank you, our loyal customer. Simply put, you have made us what we are today ... because without your consistent feedback and support, we wouldn't be here. Please know that everyone here appreciates you.