About ThatsSmoooth – ThatsSmoooth

About ThatsSmoooth - Our Amazing Story

Our Amazing Story: ThatsSmoooth's Journey for Everyone with Texture


Imagine stories that make life feel important. ThatsSmoooth is on a big adventure, like the heroes in stories, to help people find more meaning in life – to Own Your Look and to Own Your Energy.


Our story is about people with different hair types who have been left out. We're here for guys with wavy, curly, and thick hair—like  Afro-Latino, African-American, Latino, Asian, and Middle Eastern people. Other companies forgot about us, but not anymore!


You know what? Some guys have hair that's not like everyone else's, but most products don't work for them. Our mission is to fix that. We don't like things that make our beards dry or our skin flaky irritated or bumpy. We don't want razors that can't handle our hair. And we definitely don't want products that are just okay, but not great for us.


We understand you because we are you. If you have a beard that's rough and needs moisture, skin that's not smooth and gets irritated easily, or hair that's special and you just want a great shave—guess what? ThatsSmoooth is here for you!


Our story starts in Harlem, NY; a special place with culturally diverse people. A community that breathes life into it's folks to stay creative, stay bold, and definitely not wait for someone else to hold it down. ThatsSmoooth is a testament to that legacy, and all the Black and Brown men past, present, and future who own who they are. How you look is vital to how you are perceived. Our leader, Miguel Martinez, felt left out because the things he used for shaving didn't work for his special hair texture and melanated skin. He decided to make his own because he wanted to help people like him.


Miguel grew up using products that hurt his skin and hair. But he didn't give up. He made ThatsSmoooth for himself, his sons, and all the people like him. We're here to say that everyone's story matters. No matter where you're from, what you look like, or how your hair is, ThatsSmoooth is here to make your story better.


So remember, just like heroes in stories, we're on a journey too. ThatsSmoooth is all about making people's lives better, especially for guys with special hair. We believe in everyone's story, and we're here to help you Own Your Look in your own amazing way!

 Multicultural men of color, we got you...because You Matter! 


About Our Brand


We looked at all the products in grooming sections and online, and still had one question:What about all of us without European textured hair?

Us: The Afro-Latino, African-American, Latino, Asian, Middle Eastern and multicultural man with kinky, wavy and curly hair and beards. We’ve long been ignored in the grooming industry – Until Now.

ThatsSmoooth fills in the gap for the wavy, curly, kinky and thick - because most drugstore and luxury brands are simply not designed for us.



- Dry beards or dandruff.
- Razors that can't handle texture.
- Cheap ingredients that cause irritation and breakouts.
- Products that are "good enough" but not perfect for us.

We know you, because we are you.

Whether you have a coarse beard that needs hydration, skin that shows texture and is easily irritated or have unique hair and just want the perfect shave— multicultural men, We've got you.


 "I was forking over dollars to companies that didn’t care enough about me or men like me to create products with us in mind. So I decided to createmy solution"
-Miguel Martinez, Founder of ThatsSmoooth

 Born in the melting pot that is Harlem, our founder Miguel Martinez spent decades having to settle for shaving products that were not made for his Afro-Latino hair texture or skin type.

Stuck with multi-blade cartridge razors and harsh products that damaged and irritated his skin, like so many other men of color Miguel was expected to just "put up" with the market. After years of over-cutting his multi-textured hair and irritating his sensitive skin causing razor bumps he'd had enough.
It was clear men of color were stuck: between cheaply made beauty supply/ drug store brands, and prestige/luxury brands - created principally for people who didn't look like him.
A community like Harlem and the folks who it breathes life into stay creative, stay bold - and they definitely don't wait for someone  else to hold it down. So Miguel got to work. For himself, for his sons and for the community. 
ThatsSmoooth is a testament to that legacy, and all the other men of color past present and future who own who they are.