Beauty Boss: Carlos Barretto, Founder of Cleverman
Carlos Barretto.
Our latest Beauty Boss is Carlos Barretto, Founder of Cleverman—a line of personalized DIY male grooming products for hair and beard that are customized to fit men's desired needs. Their mission is to help every man look good, feel good, and be his best self by supporting him with the highest-quality products and tools he needs to do so.
Cleverman’s products are not tested on animals and offer 100% vegan solutions. They do not use unwanted ingredients like ammonia, resorcinol or parabens, and they choose to manufacture with the highest-quality materials and environmentally responsible packaging, partners, and suppliers.
Their nourishing hair and beard formulas are customized to each person’s hair types or skin needs and more than 10,000 options are available. To find your custom color for hair and beard, click here to take a 3-minute quiz. Each kit is made to order with the customer’s individual color, coverage, tools, timing, technique, and more.
We chatted with Barretto who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.
When was Cleverman founded and what does the name mean?
Cleverman was launched in the first quarter of 2021. The name ‘Cleverman’ embodies our core belief in empowering men to make smart, personalized choices for their grooming needs. It conveys the essence of a man who is insightful, discerning, and unafraid to invest in his appearance and self-care. We are about creating clever solutions that help men look and feel good about themselves. We have innovation at our core, bringing together technology and consumer goods to create personalized solutions customized for each individual. Clever, isn't it?
What inspired the creation of the brand?
The inspiration behind Cleverman was firstly, my personal experience in the male grooming segment, where I saw a significant gap in personalized solutions. Secondly, the growing trend of men becoming more involved and invested in their grooming and personal care. I saw an opportunity to create a brand that could cater to this evolving demographic and provide them with customized, high-quality grooming products that cater to their unique needs.
Also, I observed millennials looking for more personalized solutions and not being attached to old brands which presented a tremendous opportunity to build a brand that answered those needs. Moreover, I saw an opportunity to build a brand with a purpose that can impact men. Our purpose is to help men build their self-confidence and feel good about themselves, unleashing their best selves.
Cleverman offers personalized male grooming products that are customized to fit men’s desired results.
Does Cleverman have a hero product?
Yes, our hero product is our Cleverman Custom Hair & Beard Color Kits. They are innovative solutions that allow men to customize the color of their hair and beard according to their preference. The product has resonated well with our customers due to its convenience, personalization, and quality. We now have 30K users, and we are thrilled about the acceptance of our solutions.
What are your favorite products from the brand?
As the founder, I have a special affection for all our products. However, our Custom Beard Color Kit stands out for me because it is personalized, it’s easy to use, and it’s reusable. I was a user of the drugstore brands and was very frustrated with how messy they were and how little product came in their packages. Cleverman delivers superior color that lasts, looks natural, works in just five to seven minutes, and comes with a fantastic beard scrub to clean my skin and give the perfect look. The product is reusable and has double the content of the drugstore brands.
Where are your products sold?
Our products are sold exclusively online through our website and Amazon. We believe in the power of e-commerce and the ability to reach our customers directly, providing them with a seamless shopping experience. However, we are now exploring new channels and are very excited to create solutions that are closer to where consumers buy.
Future plans for the brand?
Our vision is to continuously evolve and grow Cleverman, expanding into new categories within men’s grooming and personal care. We are excited about leveraging technology to deliver even more personalized solutions and experiences for our customers. We are very enthusiastic about our launch on Amazon and our plans for expansion.
Cleverman manufactures with the highest-quality materials and environmentally responsible packaging, partners, and suppliers.
Who inspires you?
My team is a great source of inspiration; we have been building a talented team that works hard to make the brand a success. I’m also encouraged by the comments from our satisfied consumers, and we are always looking to drive better solutions for them.
Secret to success?
The secret to success, in my opinion, lies in persistence and a willingness to learn from failures. It’s about understanding that failure is not the opposite of success but a part of it. Embrace it, learn from it, and let it drive you towards your goals. At Cleverman, we had to adjust our course many times. We give ourselves the possibility to fail, but we learn from it, and we do it better each time. An example of this is our e-commerce platform. We were very ambitious at the beginning, and things didn’t go as planned, but we learned and revamped the whole platform. Now, it’s one of our biggest differentiators.
Beauty secrets?
As a man in the grooming industry, I’ve picked up a number of secrets that help to maintain and enhance natural attractiveness. Here are my top five:
Stay Hydrated. This may seem obvious, but drinking plenty of water is paramount to looking and feeling good. Hydration is vital for maintaining skin moisture, enhancing skin elasticity, and delaying the appearance of signs of aging like wrinkles and fine lines. It also helps your body flush out toxins, leading to a clearer complexion.
Regular Exercise. Physical activity promotes circulation and can help your body produce natural oils that moisturize your skin. Besides the physiological benefits, it also plays a significant role in mental health, boosting your mood, and reducing stress levels. A happier, more relaxed person always looks more attractive.
Address Hair Loss Proactively. Hair loss is often a taboo topic among men, but it's a natural process that many go through. However, it's essential to address it proactively and promptly. There are numerous solutions available today, from topical treatments to hair transplant procedures. Don’t shy away from seeking help—your hair is a significant part of your overall appearance.
Use Sunscreen and Moisturizer Regularly. Men’s skin needs protection and nourishment too. Sunscreen is a must, regardless of the weather, to protect your skin from harmful UV rays that can lead to premature aging and skin cancer. Regular use of a good quality moisturizer helps maintain skin hydration, improves skin texture, and can reduce the appearance of skin imperfections.
Embrace Cleverman. As men, we often face the first signs of aging when grays appear on our beards or hair. Cleverman provides the right products to handle this in a sophisticated way. Our Custom Hair and Beard Color Kit, for instance, helps you maintain your natural color or experiment with a new look in a comfortable, personalized manner. It’s easy to use, effective, and delivers professional-grade results from the comfort of your home.
Wellness tip?
Balance is the key to wellness. Incorporate regular exercise into your routine, nourish your body with wholesome food, hydrate often, and ensure you’re getting adequate sleep. Most importantly, don’t neglect your mental wellness. Practice mindfulness, find hobbies that bring you joy, and maintain a positive outlook. I love to bike, go to the gym, and have a regular routine. As an entrepreneur, you have so many pressures, but taking care of your body is fundamental, so you have the right energy to grow your business. Also, your mind needs to disconnect. I love to travel, visit an art gallery, and spend time with friends. A more balanced you will keep you going longer, you will be more energetic and more creative.
Best advice?
The best advice I can offer is to embrace change. It’s the only constant in life, and in the business world, the ability to adapt and evolve with change is critical for success. Don’t fear it—embrace it, learn from it, and let it propel you forward. Launching Cleverman required me to reinvent myself. I worked in marketing for several years and in a startup that is so focused on technology, I had to learn new tools, embrace the changes in consumer behavior and the market, and create a whole new version of me.
Favorite way to relax?
To relax, I enjoy doing exercise. I love to go to the gym and have a good workout. I am very social and have great friends and family that have been my rock through this process. I enjoy spending time with them and having great conversations. Finally, I love to travel, learn about new cultures, explore new cities, and learn from the locals. We are now a global village, and I think from being exposed to different cultures, you gain new perspectives and grow emotionally, spiritually, and professionally.
For more information, visit Cleverman’s website and follow on Instagram: @clevermannyc
[Images courtesy of Cleverman]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk