Brand Architects: Kelley Thornton of Tiege Hanley

He stood in front of the bathroom mirror, scrutinizing his reflection. This moment of vanity would spark a journey that would change not just his life, but the skincare routines of men across the globe.

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Join Bora Celik as he chats with Kelley Thornton, founder & CEO of Tiege Hanley.

Back then, Kelley was deep in the world of retail strategy, spending his days helping big brands figure out how to sell things like deodorant and shampoo to guys. But something caught his eye: men's skincare was booming... just not in the US.

"We were behind the times," Kelley recalls. "Guys weren't really thinking about the importance of skincare, especially when it came to stuff like SPF."

This realization hit Kelley like a splash of cold water to the face. He saw an opportunity - not just to make a buck, but to actually help guys take better care of themselves. And so, with a mix of personal interest and business savvy, Tiege Hanley was born.

But starting a skincare brand isn't as simple as mixing some creams in your kitchen. Kelley and his team started by curating other brands' products, packaging them up in a nice box. It seemed like a good idea at the time, but it flopped.

"We were taking guys out of the market," Kelley explains. "We might never see them again for three to six months. It just wasn't engaging enough."

It was time for Plan B. Kelley knew they needed their own products, but there was a slight problem - they didn't know the first thing about formulating skincare. Enter a stroke of luck straight out of a movie script: a chance encounter on a golf course led them to a chemist with 30 years of experience in skincare.

When asked what kind of formulas they wanted, Kelley's response was refreshingly honest: "Can you just please give us some really good formulas?" It was a shot in the dark, but sometimes that's all you need.

The result? Formulas so good they shocked the manufacturers. "These are crazy expensive," they were told. "Nobody makes formulas like that." For Kelley, this wasn't a setback - it was their golden ticket.

Armed with top-notch products, Tiege Hanley set out to conquer the world of men's skincare. But Kelley knew that great products alone weren't enough. They needed to speak to guys in a way that resonated.

"Most guys told us they washed their face," Kelley shares. "But when we asked what they used, 90% said water. Just water."

This insight shaped Tiege Hanley's approach. They weren't just selling skincare; they were on a mission to educate guys about why taking care of their skin matters.

The journey wasn't always smooth. Building a business from scratch never is. But Kelley and his team stayed focused, bootstrapping their way to success. "We're not venture-backed," Kelley says with a hint of pride. "We've done it by being very economically efficient."

This disciplined approach paid off. Today, Tiege Hanley boasts lifetime sales approaching $100 million, with customers in over 100 countries. But for Kelley, the numbers are just part of the story. What really gets him excited is hearing from guys who've seen real results.

"People write in every day saying they got a compliment, or their barber asked what they're doing differently," Kelley beams. It's these small victories that fuel his passion.

Of course, the journey isn't over. Like any business, Tiege Hanley faces its share of challenges. The economic landscape of 2024 has been tougher than expected, with consumers feeling the pinch of inflation and global uncertainty.

But Kelley remains optimistic. He's looking ahead to the holiday season, hoping that as the year winds down, people will start feeling better about themselves and their finances. "That's what holidays are all about," he muses.

As for the future, Kelley and his team are constantly adapting. They're exploring new channels like TikTok, always on the lookout for fresh ways to connect with their audience. But at its core, Tiege Hanley's mission remains unchanged: helping guys look and feel their best, without all the fuss.

Reflecting on his journey from that moment of vanity in the mirror to building a global brand, Kelley offers a piece of advice to aspiring entrepreneurs: "There are no real shortcuts. If you want to have a successful company, you have to build it brick by brick."

It's a philosophy that's served him well, turning a personal concern into a thriving business that's changing the face of men's skincare, one guy at a time.

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