About ThatsSmoooth – ThatsSmoooth

About ThatsSmoooth


We believe men of color deserve better than good enough


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.

What we AREN'T about is just as important as what we are about



-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.


Harlem roots and a multicultural focus: Meet our founder

 "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 create my 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.