Meet Monroe: The ‘democratic’ new beauty brand spearheaded by Will King and Tiger Savage

Backed by The King of Shaves, Monroe Skincare made its debut in July with the vision of creating inclusive products that cater ‘for humans, not genders’

Most beauty experts wouldn’t advise launching a new brand during a global pandemic. With consumers tightening their purse strings and traditional retailers facing major financial difficulties, it has been a challenge for even some of the industry’s most well-established names to keep balance sheets healthy and sales ticking over.

But that’s a risk Monroe Skincare took last month when it made its market debut – or to be completely accurate, market resurgance. With a unique backstory, the brand is an evolution of Monroe of London, a male grooming range that was born out of London’s famous Harley Street in partnership with Gareth Boden and Luke Reynolds in 2016. Fast forward three years and Boden is now in business with none other than Will King of King of Shaves and his wife Creative Director Tiger Savage, the advertising mogul behind The Lynx Effect. It was over a lunch date arranged through a mutual friend that Boden and King discussed the future of the brand.

King and Savage tell Cosmetics Business: “Will didn't feel there was a gap in the market for 'another' or . . .

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