Henkel signals intent with new gender-free grooming range, STMNT

Henkel signals intent with new gender-free grooming range, STMNT

THE WHAT? Henkel North America’s Beauty Care Professional unit has announced the launch of a new unisex grooming brand, named STMNT.

THE DETAILS The range is said to offer effective, high-performing grooming products with prestige packaging designed to be accessible to all regardless of gender or style.

A trio of barbering industry disruptors, Julius Arriola, Miguel Gutierrez and Sofie Pok, collaborated with the German FMCG manufacturer on the new collection, which comprises 14 products ranging from shampoos to powders for long and short styles, sub-divided into four lines.

THE WHY? The genderless movement is building momentum in beauty with several new brands hitting the shelves in recent months. Caleb Foltermann, General Manager STMNT Grooming Goods US, explains, “Over the past few years, barbering and grooming have evolved. 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. 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.”

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