Invest in ThatsSmoooth
Submit InterestYou saw us on Go Fund Yourself — now’s your chance to be a part of the movement. At ThatsSmoooth, we’re redefining men’s grooming—creating all-natural, multi-tasking products which uniquely combine skincare and grooming into one. Our all-natural shaving and skincare essentials are crafted for men of color who value quality, confidence, and care in every detail. As seen on national TV, we’re combining world-class branding, a powerful eCommerce strategy, and community-driven growth to scale a brand built for the modern man.
Why ThatsSmoooth, Why Now
For decades, men with coils, waves, and texture were treated like an afterthought. ThatsSmoooth changes that — with multi-tasking, high-performance products designed specifically for textured hair and melanated skin.
- Them: 1 problem → 1 product (monolithic, generic, reactive)
- Us: 1 product → 3 benefits (multi-tasking luxury that combines skincare + grooming into one)
Direct-to-consumer (DTC) channels are booming (12.6% annual growth), almost double the rate, and far outpacing retail store sales. Our demographic over-indexes on social and streaming — they’re reachable electronically and actively seeking brands that truly serve them.
Traction & Proof
- 8,000+ units sold across channels
- Pilot runs with Whole Foods Market — from one store in Harlem to the Northeast region — plus Macy’s and Belk
- Currently on shelves at Belk and in select luxury barbershops
- 34% return customer rate and 2.7 products per customer
- Featured on Go Fund Yourself nationally televised broadcast (Oct 2, 2025) and on David Meltzer’s PLAYBOOK podcast (October 18, 2025)
The Only Luxury, Multi-Tasking System
We build fewer, smarter products that deliver more:
- Shave Cream → Cushions + prevents irritation and razor bumps + doubles as a face mask
- Beard Oil → Softens + seals moisture + prevents flakes and itch + adds natural sheen
- Exfoliating Beard & Facial Wash → restores natural oils to skin and hair + clears pores + works as a shampoo and body wash
Bottom line: Premium results with a streamlined routine made for coils, waves, and textured beards.
Market & Demand
- TAM (Total Addressable Market): $5B men’s grooming; $1.5B luxury segment
- DTC growth: 12.6% CAGR [Compound Annual Growth Rate] (almost 2× retail store growth)
- Men of color over-index on social media and streaming, making DTC the most efficient channel to reach and convert
The Opportunity
We’re relaunching as a focused DTC brand after proving acceptance in retail and online. As we scale profitably online, we’ll re-enter select retail from a position of strength.
Business & Revenue Model
- DTC (Direct to Consumer) - eCommerce first for margin, speed, and data ownership
- Klaviyo email & SMS: lead capture, welcome, education, replenishment, win-back — to lift AOV(Average Order Value) /LTV (Lifetime Value) and reduce CAC (Customer Acquisition Costs) over time
- Subscriptions: 25% Year 1 to 75% by Year 5
- Paid media: Meta, TikTok, YouTube; creators; HBCUs (Historically Black Colleges & Universities) ; niche DTC marketplaces aligned to our audience
Be Part of the Movement
Help us build the ultimate luxury grooming line for men of color — proven, premium, multi-tasking.
Why We Win
- ❌ 1 problem → 1 product (single-focus)
- ❌ Generic formulas; not built for textured hair or melanated skin
- ❌ Reactive: treats bumps/irritation after they appear
- ❌ Fragmented routine: many steps, many SKUs
- ❌ Retail-first; weak DTC relationships
- ✔️ 1 product → 3 benefits (multi-tasking)
- ✔️ Luxury grooming + skincare combined
- ✔️ Proactive performance for curly/coarse hair & melanated skin
- ✔️ Streamlined routine: fewer steps, higher AOV
- ✔️ DTC-first: subscriptions, Klaviyo LTV engine
Register Your Investment Interest
No commitment — we’ll reach out with next steps when the round opens.
