Johnny Slicks

What Johnny Slicks does

Johnny Slicks Inc. is a veteran-owned, American-made organic grooming products company founded in March 2018 in Holly Ridge, North Carolina, by former Marine John Raushi and Special Operations Marine veteran Nick Koumalatsos. The company manufactures and sells a portfolio of men's hair, beard, and skin care products under its own brand and three sub-brands — Beast Wash (everyday shower system), The Black Label (Alpha/Omega premium lines), and Formula 49 (organic clay pomade) — with additional limited-edition seasonal fragrances and curated gift sets.

The underlying product technology is a set of proprietary in-house organic formulations using natural ingredients such as castor, jojoba, argan, and coconut oils, tea tree and peppermint essential oils, bentonite clay, beeswax, shea butter, aloe vera, and vitamin E. The portfolio includes the "world's first fully organic water-based pomade" and the "first-ever organic clay pomade made by US Marines," marketed as million-dollar formulas developed in-house. All products are positioned as free of aluminum, parabens, synthetic fragrances, and animal testing.

The business operates a direct-to-consumer e-commerce model through johnnyslicks.com and a mobile app (iOS and Android), supplemented by a Subscribe & Save subscription program (15% discount, 30/60/90-day cadence, loyalty rewards), a wholesale program for third-party retailers, branded apparel/merchandise, and a "Slick Quiz" guided-selling funnel. Primary customer segments are men seeking organic grooming alternatives (hair growth, dandruff, beard itch, dry skin), military service members and veterans (15% lifetime discount via VerifyPass verification), and gift buyers purchasing bundles. The company also operates community programs (Slick Squad, Slickster Ambassador Club) and has earned media coverage in Forbes, MarketWatch, Yahoo News, Associated Press, and Inc. No external funding rounds have been disclosed; the company is bootstrapped and privately held by the two founding couples.

Name

Johnny Slicks

Legal name

Johnny Slicks Inc.

Website

https://johnnyslicks.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Johnny Slicks is a veteran-owned, American-made organic men's grooming brand founded in 2018 in Holly Ridge, NC, selling proprietary pomades, shampoos, body washes, and beard care via D2C e-commerce, subscriptions, and wholesale.

Ownership category

akta.pro rank

Product category

Men's Organic Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE)

akta.pro secondary industries

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Men’s Grooming Gift Sets & Bundles (CRABAGAL)

Keywords

• Organic grooming products
• Mens hair care
• Beard care products
• Natural pomade styling
• Veteran owned grooming

Headquarters

HQ city

Holly Ridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: One-time purchases of grooming products through owned e-commerce storefront. Products include shampoos, conditioners, body washes, pomades, beard oils, deodorants, and gift sets/kits.
2. Subscription/Recurring Revenue: Subscribe & Save program offering 15% discount with delivery every 30, 60, or 90 days. Includes loyalty rewards, free gifts on every 3rd order, and cash back.
3. Wholesale Distribution: Wholesale program for businesses to carry Johnny Slicks products. Interested retailers can apply through website form.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Johnny Slicks manufactures and sells 100% organic men's grooming products — pomades, shampoos, conditioners, body washes, deodorants, beard oils, shave soaps, lip balms, and topical balms — sold primarily through its own e-commerce storefront and mobile app, supplemented by a Subscribe & Save recurring delivery program and a wholesale channel. The brand is veteran-owned, American-made, and built around proprietary organic formulations designed to promote healthy hair growth while delivering styling performance.

Product overview

Johnny Slicks is a veteran-owned American-made organic grooming products company offering a comprehensive portfolio of beard, hair, and skin care products for men. The product lineup centers on core offerings including the Beast Wash Shampoo, Organic Oil Based Pomade, Formula 49 (the first-ever Organic Clay Pomade made by US Marines), Organic Water Based Pomade (the World's First Fully Organic Water Based Pomade), After Action Body Wash, Conditioner, Deodorant, Beard Oil, and Beard Wash. These are organized into sub-brands including Beast Wash (the everyday shower system), The Black Label (premium Alpha/Omega top shelf products), and Seasonal Fragrances. The company also offers various kits and bundles including the Beast Wash Shower Set, Hair Cleaning Kit, Thinning Hair Kit, and Beard Growth Kit for targeted grooming needs. Additionally, the company provides a mobile app with exclusive features and branded merchandise (gear). All products feature organic, naturally-derived ingredients with no toxic chemicals, and the company operates a subscription service for recurring deliveries.

Differentiator

Problem solved

Functional benefit

Brands

• The Black Label: Top shelf grooming products for the modern gentleman. Alpha is for the modern gentleman who isn't afraid to roll up his sleeves. Omega is for the old school gentleman who makes demands with just a look.
• Beast Wash
• Formula 49

Products and services

• Beast Wash Shampoo Organic handcrafted shampoo designed to promote healthy hair growth without toxic chemicals or animal testing; treats dandruff, moisturizes, and is offered across multiple scent profiles.
• Organic Oil Based Pomade Classic all-natural organic hair pomade with Pure Tea Tree, Argan, and Jojoba oils designed to keep hair healthy, promote healthy hair growth, prevent future hair loss, and treat dandruff and dry skin; provides low hold and high shine in an amber glass jar.
• Formula 49 Organic Clay Pomade The first-ever organic clay pomade made by US Marines, providing strong hold with a matte finish using bentonite clay with magnetic properties to heal dry scalp.
• After Action Body Wash Fully organic antibacterial and antimicrobial body wash made with peppermint and tea tree essential oils; described as strong enough for combat sports and effective against staph, e-coli, nail fungus, and common acne.
• Organic Water Based Pomade World's first fully organic water-based pomade providing strong hold and high shine; water-soluble formula combining beeswax, shea butter, coconut oil, argan oil, jojoba oil, tea tree oil, sunflower oil, and vitamin E oil, marketed to help promote healthy hair growth and treat dandruff and dry skin.
• Conditioner All-natural organic conditioner using a blend of ingredients to protect against dry skin, dirt, and UV exposure, with multiple scent profiles available.
• Natural Deodorant Organic deodorant that fights odor naturally without aluminum, parabens, or synthetic ingredients, made with simple recognizable ingredients and essential oil fragrances.
• Organic Beard Oil Organic beard oil using an all-natural blend of ingredients to repair hair and promote healthy beard growth; versatile enough to be used on areas where hair grows beyond the beard.
• Organic Hand Whipped Beard Wash Organic beard wash formula that cleanses beard and skin effectively.
• Beast Wash Body Wash 16oz organic body wash for sensitive or tough skin with all-natural comfort, cleanses while keeping skin hydrated.
• Beast Bar Natural body wash bar soap free from chemicals and preservatives.
• Organic Shave Soap Organic shave soap that provides an irritation-free shave with lasting fresh scent.
• Slick Lips Pack Organic lip balm that protects and hydrates lips without constant reapplication.
• The Black Label — Alpha and Omega Premium Lines The Black Label is the premium sub-brand of Johnny Slicks offering Alpha and Omega product variants — Alpha Shampoo, Alpha Body Wash, Alpha Beard Oil, Omega Shampoo, Omega Body Wash, Omega Beard Oil, Alpha Conditioner — for customers seeking a more elevated grooming experience under the Black Label umbrella.
• Beast Wash Everyday Shower System Beast Wash is the everyday shower system sub-brand of Johnny Slicks that includes the organic shampoo, conditioner, body wash, beast bar, and shower kits marketed as a complete shower routine.
• Seasonal Fragrances (Surf City Sunset, Deadwood) Limited-edition seasonal fragrance variants of core haircare and body care products — including Surf City Sunset Shampoo, Surf City Sunset Conditioner, Deadwood Shampoo, and Deadwood Body Wash — sold as time-bound releases under the Seasonal Fragrances collection.
• Beast Wash Shower Set Complete shower set combining 16oz Organic Shampoo, 16oz Organic Body Wash or 6oz Beast Bar, and 16oz Organic Conditioner, designed to hydrate and clean hair without stripping natural oils. Sold at $89.10 (regularly $99).
• Hair Cleaning Kit Kit designed to promote hair growth and prevent hair loss and dry skin; includes 16oz Organic Shampoo and 16oz Organic Conditioner. Priced at $70.
• Beard Growth Kit Kit targeting beard itch and healthy beard growth, encouraging faster hair growth and enhancing beard's natural beauty; includes 8oz Beard Wash and 1oz Beard Oil. Priced at $48.
• Thinning Hair Kit Kit with organic products designed to promote healthy hair growth in customers experiencing thinning hair. Priced at $47.70.
• The Distinguished Omega Set Premium grooming set promoting hydrated hair and skin with a distinguished Old School gentleman fragrance profile. Priced at $139.50.
• The Executive Alpha Set Premium grooming set promoting hydrated skin and hair with a modern gentleman Alpha fragrance profile.
• Black Label Beard Bundle Bundle of beard products from the premium Black Label line.
• Black Label Shower Set Premium shower set from the Black Label line, hydrates and cleans hair and skin while preserving natural oils. Priced at $95.40.
• After Action Beast Bar Fully organic body soap that fights bacteria, fungi, heals, and protects skin. Part of the After Action line.
• After Action Hemp Beast Balm (with CBD) Organic CBD skin balm that reduces inflammation and relieves pain.
• After Action Hemp-Free Beast Balm Organic skin balm that helps heal and soothe skin and muscles without CBD.
• Johnny Slicks Gear (Apparel and Accessories) Branded apparel and accessories including t-shirts, hoodies, rashguards, flags, and stickers that extend the brand into lifestyle merchandise.
• Johnny Slicks Mobile App Mobile app providing V.I.P. access to app-exclusive features including first notification of product launches, promo codes, and special perks for Johnny Slicks customers.
• Subscribe & Save Subscription Program Recurring subscription commerce program delivering Johnny Slicks grooming products at 15% off on customer-selected 30, 60, or 90 day cadences, with loyalty rewards such as free gifts on every 3rd order and cash back benefits.

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• BBB (Better Business Bureau)minorOthersJohnny Slicks maintains a BBB Business Review. Displayed BBB accreditation seal on website footer showing business is reviewed and accredited.
• VerifyPasscoreOthersThird-party verification service used to verify service member status for the 15% lifetime military discount program. Service members verify through VerifyPass to receive discount codes.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bevel: Men's grooming brand offering razors, shave products, and body care with a focus on solving common grooming problems for men with textured hair/beards. Comparable in men's shaving and grooming DTC positioning.
• Blind Barber: Men's grooming brand combining barbershop heritage with hair, beard and body care products. Comparable in men's styling and beard care product categories as well as premium-brand positioning.
• Brickell Men's Products: Men's skincare and grooming brand focused on natural and organic formulations (face wash, moisturizer, pomade, beard products). Highly comparable in men's organic grooming positioning and DTC-led distribution.
• Dr. Squatch: DTC men's soap and grooming brand built on natural ingredients and a strong personality-driven community. Comparable in men's natural grooming, subscription model, and influencer-led community acquisition.
• Every Man Jack: Men's personal care brand offering body wash, deodorant, hair care and shave products with a clean-ingredient positioning. Closely comparable in organic/clean men's grooming category and omnichannel retail strategy.
• Rocky Mountain Barber Company: Men's grooming brand with barbershop roots selling hair, beard and shave products. Comparable in men's grooming product range and barbershop-community-led brand identity.
• Beardbrand: Direct-to-consumer men's grooming brand focused on beard care, hair styling and related products. Highly comparable in product category, target customer (style-conscious men), and DTC-plus-community go-to-market model.
• Lumin: Men's grooming brand spanning skincare, hair and body products through DTC channels. Comparable in men's multi-category grooming portfolio and direct-to-consumer e-commerce model.
• Duke Cannon: Men's grooming CPG brand selling bar soap, body wash, beard care and cologne through DTC and mass retail. Comparable in men's personal care positioning, large-scale CPG manufacturing, and broad SKU portfolio.

Emerging players

• Pacific Shaving Company: Smaller men's shave and grooming brand focused on natural/minimal-ingredient shave products. Comparable in clean-ingredient men's grooming positioning though narrower in category scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/slicksjohnny
• YouTubeyoutube.com/channel/UC3YMeWDozb551js1V_tbDkA
• Facebookfacebook.com/JohnnySlicksInc
• Instagraminstagram.com/johnnyslicks
• Pinterestpinterest.com/johnnyslicks/_shop
• LinkedInlinkedin.com/company/johnny-slicks

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Johnny Slicks