Horace Launches Exciting Pop-up at MOMA Design Store

Isabella Laurent
2 Min Read

Horace Launches First U.S. Retail Location in New York’s SoHo

In a significant move for the men’s grooming industry, French brand Horace has opened its inaugural retail location in the United States. Situated in the newly renovated MOMA Design Store in New York’s vibrant SoHo district, this pop-up store marks a pivotal moment for the brand as it seeks to expand its footprint in the competitive American market.

A Unique Retail Experience

The Horace pop-up, which opened its doors on Saturday, features a curated selection of 28 core products. Among these are popular items such as beard shampoos and face serums, designed to cater to the growing demand for premium men’s grooming products. Additionally, the store offers four exclusive co-branded limited edition items, including the Sandalwood & Musk Hand Wash and the Orange Blossom & Cashmere Wood Hand Wash, both priced at $18. For those looking for something more compact, the Virginia Cedar & Sage Leaf Soap Bar and Peppermint & Tea Tree Soap Bar are available for $7.50 each.

Marc Terlet, co-founder and CEO of Horace, emphasized the brand’s commitment to merging high-quality design with effective grooming solutions. “We sell grooming and fragrance where no one expects it,” he stated. This innovative approach is not new for Horace; the brand previously made waves as the first men’s beauty line to be featured in the prestigious Galeries Lafayette in Paris.

Expanding Horizons

Horace has established a robust presence in Europe, operating multiple stores across France and the UK. The brand is also available in various retailers, including the French chain Monoprix. In 2023, Horace reported impressive sales figures, reaching $21 million, underscoring the growing interest in men’s grooming products.

Terlet’s insights into the evolving landscape of men’s skincare were shared during his appearance at The Business of Fashion Global Beauty Forum in Napa Valley, California. He noted a significant shift in attitudes among men regarding skincare and grooming. “Men feel like it’s finally okay to use [our] products, but they didn’t know they existed,” he remarked. This sentiment reflects a broader trend in the beauty industry, where traditional gender norms are increasingly being challenged.

The Growing Market for Men’s Grooming

The men’s grooming market, while still a small segment of the overall beauty industry, is witnessing a surge in interest. According to market research, the global men’s grooming market is projected to reach $166 billion by 2022, driven by changing perceptions and increased awareness of personal care among men. Brands like Horace are capitalizing on this trend by offering products that not only meet functional needs but also appeal to aesthetic sensibilities.

Historically, men’s grooming products have often been relegated to basic offerings, but the landscape is changing. The rise of social media and influencer culture has played a crucial role in this transformation, as men are increasingly exposed to a variety of grooming options and are more willing to invest in their appearance. This shift is evident in the growing number of brands entering the market, each vying for a share of the expanding consumer base.

Innovation as a Key Driver

To remain competitive, brands must innovate continually. Terlet highlighted the importance of creativity in reaching male consumers, stating that there is a need to think outside the box. “There is a strong appetite from men for premium skincare, but we must innovate to reach them,” he said. This perspective aligns with broader industry trends, where personalization and unique product offerings are becoming essential for attracting and retaining customers.

Horace’s strategy of combining high-quality products with an unexpected retail environment is a testament to its commitment to innovation. By situating its first U.S. store in a renowned design space, the brand not only elevates its image but also aligns itself with a lifestyle that values aesthetics and quality.

Conclusion

The opening of Horace’s first U.S. retail location in New York’s SoHo is more than just a business expansion; it represents a shift in the men’s grooming landscape. As attitudes toward skincare and grooming continue to evolve, brands like Horace are well-positioned to capture the growing interest among male consumers. With a focus on innovation and quality, Horace is not just selling products; it is redefining what it means to be a modern man in the realm of personal care. As the brand continues to expand its reach, it will be interesting to see how it influences the broader beauty industry and shapes the future of men’s grooming.

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Isabella Laurent is a fashion editor focusing on global fashion weeks, couture, and sustainable style. She blends luxury trendspotting with a passion for ethical fashion.
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