Reuzel

What Reuzel does

Reuzel is a Denver-headquartered men's grooming brand founded in 2014 by Leen and Bertus, selling pomades, hair styling products, beard care, shave preparations, hair care, and tattoo aftercare under the Reuzel name. The brand has Dutch heritage ("Reuzel" is Dutch for "lard," a nod to traditional pomade ingredients) and operates across four regional DTC e-commerce storefronts (United States, United Kingdom, Europe, and Germany) plus a dedicated professional wholesale portal (pro.reuzel.com) targeting barbershops and salons, with Amazon and other third-party marketplaces extending reach. Standard product pricing sits between $13.95 and $22.50, with digital gift cards available in $10, $25, $50, and $100 denominations and free shipping offered at $40+ for the continental US and $75+ for Canada.

The company's core technology is its formulation portfolio rather than software: water-soluble pomades, fiber gels, texture foams and creams, matte texture powders, dry shampoo, beard serum/foam/balm, shave butter, and tattoo aftercare products. Reuzel supports a dual go-to-market with consumer-facing merchandising (Build-a-Bundle configurator, rewards program, 20% off email acquisition, referral mechanics, and social channels on Instagram, TikTok, YouTube, Twitter, and Facebook) and a professional channel built around Denver Academy Classes and a Rotterdam Academy partnership with The Old School Barber Academy that trains barbers on Reuzel products. Brand visibility is reinforced by placement of Reuzel products in over 400 movies and TV shows.

Reuzel, Inc. is incorporated in the United States and remains privately held by its founders with no disclosed external funding rounds, M&A activity, or leadership changes. The company holds GDPR, CCPA, and APPI privacy compliance certifications but does not operate a mobile app, API, or AI-driven product features. Geographic operations cover the United States and Canada at the corporate level, with international DTC reach through UK, European, and German storefronts and a Rotterdam-based academy partnership supporting the European professional channel.

Name

Reuzel

Legal name

Reuzel, Inc.

Website

https://reuzel.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Reuzel is a Denver-based men's grooming brand founded in 2014 that sells pomades, hair styling, beard care, shave, and tattoo aftercare products through direct-to-consumer e-commerce in the US, UK, Europe, and Germany, plus a professional wholesale channel serving barbershops and salons.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Toilet Preparation Manufacturing (32562), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

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

akta.pro industry

PRIMARYCRABABAI

Men’s Haircare (Beard, 2-in-1, Styling)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRADANAF

Men’s Grooming (Shaving, Beard Care, Aftershave)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRABAGAK

Barber & Professional Men’s Grooming Products

Consumer Products & Retail/Beauty & Personal Care/Men’s Grooming & Shaving

SECONDARYCRABAGAB

Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves)

Consumer Products & Retail/Beauty & Personal Care/Men’s Grooming & Shaving

Keywords

• Men's hair pomade
• Men's grooming products
• Beard care products
• Hair styling products
• Tattoo aftercare

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales: One-time purchase model for hair styling, beard care, tattoo care, and shave products sold through e-commerce platform and wholesale channels
2. Wholesale/B2B: Professional wholesale distribution to barbers and salons through dedicated pro portal
3. Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, and $100

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Reuzel manufactures and sells men's grooming essentials including hair pomades, styling gels and creams, beard care products, shave preparations, and tattoo aftercare. Products are sold directly to consumers through region-specific e-commerce stores and to barbershops and salons through a professional wholesale program.

Product overview

Reuzel is a men's hair and beard grooming product brand offering a comprehensive portfolio of styling and care products. The product lineup centers around hair pomades (including Extreme Hold Matte Pomade and Red Pomade), hair styling products (Grooming Tonic Texture Foam/Cream, Hydrating Styling Cream, Fiber Hair Gel, Matte Texture Powder), beard care products (Beard Serum/Oil, Beard Foam, Beard Balm), hair care (FLASHDRY Dry Shampoo, Shampoo & Conditioner), shave products (Clean & Fresh Shave Butter), tattoo aftercare, and gift sets. The company also offers a wholesale program for barbers and stylists, along with educational academy classes in Denver and Rotterdam.

Differentiator

Problem solved

Functional benefit

Products and services

• Grooming Tonic Texture Foam A volume booster and styling primer foam that provides medium hold with low shine and a water-soluble formulation, designed for men seeking textured hairstyles.
• Hydrating Styling Cream Rosemary Mint A leave-in conditioner that tames frizz, softens coarse hair, and provides low hold with low shine and a water-soluble formula.
• Grooming Tonic Texture Cream A texture and definition cream that adds natural shine and protects hair from heat damage.
• Matte Texture Powder A weightless texture powder that creates matte finish with non-sticky formula for added volume.
• FLASHDRY Dry Shampoo A rinse-free dry shampoo that dries in seconds and refreshes the scalp by removing buildup, suitable for most hair types.
• Extreme Hold Matte Pomade The strongest hold pomade in the Reuzel lineup that adds volume and texture with a matte finish, available in 3.38 oz and 1.3 oz sizes.
• Fiber Hair Gel A strong/flexible hold hair gel with non-flaking, alcohol-free formula, available in 3.38 oz and 6.76 oz sizes.
• Clean & Fresh Shave Butter An ultra-slick clear shave formula that prevents razor irritation and provides moisturizing care during shaving.
• Beard Serum (Beard Oil) A weightless, non-greasy beard oil that softens beard hair and conditions underlying skin with a pore-friendly formula.
• Beard Foam A light hold beard styling foam that deodorizes and hydrates facial hair.
• Beard Balm A beard balm that instantly thickens facial hair and provides long-lasting hydration, available in 3 fragrances.
• Wood & Spice Beard Foam A scented beard styling foam featuring wood and spice fragrance for grooming and hydrating beards.
• Gift Card Digital gift cards available in denominations of $10, $25, $50, and $100 USD for gifting Reuzel products.
• Pro Wholesale Program A professional wholesale program offering barbers and salons access to Reuzel products at trade pricing via the pro.reuzel.com portal, supported by Denver Academy Classes and Rotterdam Academy education.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The Old School Barber Academy (Rotterdam)coreStrategic or Co-development PartnerRotterdam Academy partnership provides barber education and training, integrating Reuzel products into professional grooming curriculum. Supports the professional wholesale channel by training barbershop professionals on Reuzel product usage.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Baxter of California: Men's grooming brand offering hair, beard, shave, and skincare products with a barbershop-inspired identity and premium positioning. Overlaps directly with Reuzel's hair styling, beard, and shave portfolio.
• Layrite: Men's grooming brand specializing in water-soluble pomades, hair styling products, and barbershop-grade formulations. Directly competes with Reuzel in the same pomade/styling category targeting professional barbers and style-conscious male consumers.
• Suavecito Pomade: California-based men's grooming brand offering pomades, hair styling, beard, and shave products with strong barbershop heritage and a DTC-plus-wholesale model. Closely mirrors Reuzel's product mix, channel strategy, and target consumer.
• Imperial Barber Products: Premium men's grooming brand with traditional barbershop roots offering pomades, hair styling, beard, and shave products. Competes with Reuzel in the same premium men's grooming positioning and professional channel.
• Uppercut Deluxe: Australian men's grooming brand specializing in pomades, styling products, and beard care sold through barbershops and DTC. Comparable barbershop-rooted positioning, water-based formulations, and professional-channel focus.

Emerging players

• Dr. Squatch: DTC men's grooming brand centered on natural soaps, deodorant, and hair care with strong social-media-driven brand identity. Comparable men's grooming target consumer and DTC-led GTM, though focused on natural/basic personal care rather than barbershop styling.
• Patricks: Premium men's grooming and skincare brand offering hair, beard, and skincare products with a luxury positioning. Comparable target consumer and premium DTC model, with category overlap in beard and men's styling.
• Oars + Alps: DTC men's personal care brand offering deodorant, skincare, hair, and beard products targeted at active, style-conscious men. Comparable men's grooming DTC playbook and target demographic, with partial category overlap in beard and styling.

Broad incumbents

• Beiersdorf (Nivea Men): Global CPG company whose Nivea Men line spans men's skincare, shave, and deodorant across mass and premium tiers. A broad incumbent in men's grooming with overlapping shave and personal care products that compete for the same end consumer.
• Procter & Gamble (Old Spice, Gillette): Global CPG conglomerate whose men's grooming portfolio (Old Spice, Gillette) spans shave, deodorant, hair, and skincare across mass channels. A dominant incumbent setting competitive pricing, distribution, and advertising benchmarks for Reuzel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Reuzel
• YouTubeyoutube.com/@REUZEL/videos
• Facebookfacebook.com/pomades
• Instagraminstagram.com/reuzel
• TikToktiktok.com/@reuzel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Reuzel