![]() They work hard, exercise, eat healthy, are always learning, and live conscious lives. Lumin guys care about living better lives in every way. The Lumin brand is a reflection of a redefined and refined view of masculinity. Where did the inspiration come from?Īll these other men’s brands out there were for the “super tough guy” and the “alpha bro.” We didn’t feel that reflected us, our friends, or even what society felt it meant to be a “cool guy.” Men around the world love the Lumin brand. And since we’re doing it all ourselves, we can offer all kinds of products that our customers love. Maybe this all sounds complicated, but it gives us way more control over our products’ quality than our competitors can claim. We also designed all our containers, which we source ourselves. We bought our own machinery instead of importing finished products from Korea and selling them to our audience. How have you built such a broad product line in not even three years? Those are only a handful of your dozens of products. Our best-selling products are our UItra-Hydrating Moisturizing Balm, No-Nonsense Charcoal Cleanser, Dark Circle Defense, and UV-Defense Moisturizing Balm. The demand for our products has been off the charts and we’ve hired accordingly. ![]() We are not even 3 years old but now employ more than 200 people globally. We couldn’t have made Lumin happen without her initial spark, and I’m forever grateful. ![]() That’s why we decided to turn Chelsea’s solutions into something by men, for men. She recommended a regimen of korean products and this solved Richard’s problem so noticeably that friends started asking for her help.ĭespite this all, guys still get embarrassed about skincare. Before starting Lumin, he asked my sister Chelsea for help on finding good skincare products. Richard’s sister was also a big part of Lumin’s backstory, right?Ībsolutely. Believe it or not, all these fields require a lot of skills transferable to e-commerce! There, I helped large Fortune 500 companies use data to better optimize their website experiences. ![]() Prior to Lumin, I was an early product manager at Optimizely, the leading A/B testing software company. High-quality, Korean skincare products made to help men easily adopt an effective skincare routine. They just don’t know where to start.Įnter Lumin. They know they are aging prematurely, can tell they have sun damage and feel they should be doing something. He realized that guys actually care about taking care of their faces. One of these friends became my co-founder for Lumin, Richard Hong. They were just hiding their products in their drawers because they were embarrassed. But the next week, I went into another bathroom in the same house and realized that every guy in the house was using Korean skincare products. I was with some friends at their house, and I noticed that one of them had some Korean skincare products on the bathroom sink. We spoke with Darwish to learn about his background and what compelled him to start a men’s skincare brand for both first-timers and guys who haven’t found what they need with other brands. Darwish Gani is the co-founder of Lumin Skin, a direct-to-consumer men’s skincare line known for its personalized and straightforward regimens and rave reviews.
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