Luis Reyes was born and raised in the heart of South Central Los Angeles, a neighborhood where resilience was a way of life. Growing up in a low-income household, Luis faced adversity that shaped his unwavering work ethic and deep appreciation for every opportunity. Life wasn’t easy, but the lessons he learned on those streets were invaluable: hustle hard, remain genuine, and never forget where you came from.

By 2013, Luis noticed a glaring gap in the market that couldn’t be ignored: men—especially hardworking, everyday men—lacked access to affordable, high-quality grooming products. Most products catered to luxury consumers, leaving blue-collar men with overpriced options or subpar quality. Luis had a vision: grooming should be accessible, premium, and tailored for the modern gentleman.

In 2005, at just 22 years old, Luis took his first step into the beauty and grooming industry, working as a warehouse employee. While his role was humble, his ambition was anything but. Luis soaked up knowledge like a sponge, learning the ins and outs of logistics, operations, and the critical art of understanding customers’ needs. Over the years, he climbed the ranks—moving into sales and eventually becoming an independent distributor. Along this journey, he encountered countless products, brands, and customers, gaining a rare 360-degree perspective of the grooming business.