What American Crew does

American Crew is a professional men's grooming brand founded in 1994 by David Raccuglia and operated as a brand under Revlon Consumer Products LLC. The company designs, manufactures, and sells hair styling, haircare, shave, beard care, and hair color products targeting men seeking professional-grade grooming as well as the stylists and barbers who serve them. Its product portfolio spans styling pucks (Fiber, Forming Cream, Pomade, Heavy Hold Pomade, Cream Pomade, Molding Clay, Matte Clay, Grooming Cream, Defining Paste, Whip), sprays and gels (Firm Hold Styling Gel, Matte Clay Spray, Grooming Spray, Alternator Finishing Spray), shampoos and conditioners (Daily Cleansing, Daily Deep Moisturizing, Detox, Anti-Dandruff, Daily Silver, 3-in-1 variants, plus the new Pre-Styling Cleansers), shave and beard lines (Precision Shave Gel, Ultra Gliding Shave Oil, Beard Serum, Beard Balm, Beard Foam Cleanser), and the recently launched Undetectable Hair Color for Men. Formulation-driven technical differentiation includes skincare-inspired ingredients to balance scalp microbiome, vegan and silicone-free formulas, and ammonia-free demi-permanent hair color.

The business generates revenue primarily through one-time product sales via a multi-channel distribution model: direct-to-consumer e-commerce on americancrew.com, a global network of professional salons and barbershops, retail stores, and Amazon marketplace. Pricing is based on unit pricing across multiple SKU sizes, with professional stylists and barbers also engaged through the ACED Academy education platform (launched 2021) as both channel partners and brand advocates. The brand claims the #1 position in premium men's hair care based on Euromonitor International 2022 data across 45 countries, with 30+ years of operating history. The customer base consists of individual male consumers seeking professional-grade grooming products and B2B relationships with professional stylists and barbers, with select sports partnerships (FSU Athletics, Wrexham A.F.C.) serving primarily as brand-building rather than revenue-generating relationships.

Name

American Crew

Legal name

Revlon Consumer Products LLC

Website

https://americancrew.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

American Crew is a professional men's grooming brand founded in 1994, operating under Revlon Consumer Products LLC. It designs and sells hair styling, haircare, shave, beard care, and hair color products to individual consumers and professional stylists across 45+ countries via DTC, salon, retail, and Amazon channels.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF)

Keywords

• Men's grooming products
• Professional hair styling
• Beard care products
• Men's haircare
• Hair color for men

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: American Crew generates revenue through direct sales of professional men's grooming products including hair styling pucks, shampoos, conditioners, shave and beard products, and hair color. Products are sold through e-commerce, retailers, and salons worldwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

American Crew manufactures and sells a comprehensive line of professional men's grooming products including hair styling products (Fiber, Forming Cream, Pomade, Molding Clay, gels, sprays), haircare (Daily Cleansing Shampoo, Daily Deep Moisturizing Shampoo, Conditioner, Detox Shampoo, 3-in-1 products, Pre-Styling Cleansers), shave and beard care (Precision Shave Gel, Ultra Gliding Shave Oil, Beard Serum, Beard Balm), and hair color (Undetectable Hair Color for Men). Products are sold through direct e-commerce, salons, retailers, and Amazon worldwide, supported by the ACED Academy professional education platform.

Product overview

American Crew is a professional men's grooming brand offering a comprehensive portfolio of hair styling, haircare, beard care, and shave products. The core product line includes hair styling pucks (Fiber, Forming Cream, Pomade, Heavy Hold Pomade, Cream Pomade, Molding Clay, Matte Clay, Grooming Cream, Defining Paste, Whip) and spray/gel stylers (Firm Hold Styling Gel, Matte Clay Spray, Fiber Grooming Foam, Medium Hold Spray Gel, Grooming Spray, Boost Powder). The haircare line features Daily Cleansing Shampoo, Daily Deep Moisturizing Shampoo, Daily Moisturizing Conditioner, Detox Shampoo, and specialized shampoos (Anti-Dandruff, Daily Silver, Oil Control). The 3-in-1 multi-purpose products (Classic, Tea Tree, Chamomile + Pine, Ginger + Tea) serve as all-in-one shampoo, conditioner, and body wash. Recent innovation includes Pre-Styling Cleansers (Boost, Fiber, Forming variants) positioned as the first step in the styling regimen. The beard and shave line offers Precision Shave Gel, Ultra Gliding Shave Oil, Post Shave Cooling Lotion, All-In-One Face Balm SPF 15, Beard Serum, Beard Balm, and 2-in-1 Skin Moisturizer. The newest addition is Undetectable Hair Color for Men - an ammonia-free demi-permanent hair color that seamlessly blends gray hairs. Professional education is supported through ACED Academy for barber and stylist training.

Differentiator

Problem solved

Functional benefit

Brands

• Pre-Styling Cleansers: Innovative shampoos designed to prepare hair for styling while helping keep the scalp and hair healthy. Includes Fiber Pre-Styling Shampoo, Forming Pre-Styling Shampoo, and Boost Pre-Styling Shampoo.

Products and services

• Fiber Styling Product High-hold, low-shine texture fiber styling product that helps thicken, texturize, and add fullness. Provides strong, pliable hold with matte finish for natural, textured looks.
• Forming Cream Medium hold, medium shine styling cream that works well for all hair types. Provides hold, excellent pliability, and natural shine while helping hair look thicker.
• Pomade Hair Styling Collection Collection of pomade styling products including Original Pomade (water-based, medium hold with shine), Heavy Hold Pomade (long-lasting strong hold and shine), and Cream Pomade (cream-based hold with smoother texture). Products shampoos out easily without residue.
• Molding Clay and Matte Clay Clay-based styling products providing textured, malleable hold with natural or matte finish. Matte Clay formulated with Kaolin Clay for oil-absorbing properties, providing strong hold without shine.
• Defining Paste and Grooming Cream Styling products for defining and shaping hairstyles with flexible to light hold. Defining Paste provides flexible hold, while Grooming Cream offers lightweight natural hold and finish.
• Whip Styling Cream Light hold styling cream providing natural, effortless looks without crunch or stickiness.
• Firm Hold Styling Gel and Cream High hold styling products for long-lasting, perfected styles without crunch or stickiness. Available in gel and cream formats.
• Matte Clay Spray Spray-format matte clay for easy application and on-the-go styling with strong hold and matte finish.
• Fiber Grooming Foam Lightweight fibrous hair foam providing long-lasting manageable volume with medium hold and natural shine. Works well with medium to longer length hair.
• Medium Hold Spray Gel Spray-format styling gel providing medium hold with flexibility for styled yet natural looks.
• Grooming Spray and Alternator Finishing Spray Finishing sprays for maintaining styles with flexible hold throughout the day. Alternator Finishing Spray provides re-workable hold for style locking.
• Liquid Wax Liquid-format wax providing pliable hold with natural shine.
• Fiber Cream Fiber-family styling cream providing texture, strength and control with natural finish.
• Matte Clay Cream and Forming Cream Gel Hybrid styling products combining clay/cream or cream/gel for texture with conditioning benefits or enhanced shine control.
• Fiber Gel Fiber-family gel providing strong hold with enhanced texture and control.
• Light Hold Texture Lotion and Light Hold Styling Gel Light hold styling products for natural, effortless looks. Texture lotion adds volume and definition in relaxed hairstyles; light hold gel provides natural finish without crunch or stickiness.
• Boost Powder Texturizing powder for adding volume, body, and fullness. Provides lift at the roots for flat hair.
• Prep & Prime Tonic Pre-styling tonic that prepares and primes hair for styling application.
• Daily Cleansing Shampoo Daily shampoo for men formulated to cleanse hair while maintaining natural moisture balance. Silicone-free with vitamin B5.
• Daily Deep Moisturizing Shampoo Hydrating shampoo for men with dry to normal hair. Infused with vitamin B5, cleanses gently while locking in essential moisture. Silicone-free and vegan.
• Detox Shampoo and Precision Blend Shampoo Detox Shampoo deep cleanses to remove buildup and impurities from hair and scalp. Precision Blend Shampoo provides targeted haircare benefits for precision styling needs.
• Anti-Dandruff + Dry Scalp Shampoo and Daily Silver Shampoo Treatment shampoos addressing specific concerns: Anti-Dandruff + Dry Scalp Shampoo for dandruff and dry scalp; Daily Silver Shampoo is purple-toned for maintaining blonde, grey, or silver hair colors by neutralizing brassy tones.
• 3-in-1 Shampoo, Conditioner & Body Wash Collection All-in-one cleansing products combining shampoo, conditioner, and body wash in multiple variants: Classic, Tea Tree (invigorating sensation), Chamomile + Pine (soothing ambiance), and Ginger + Tea (energizing morning routine).
• Oil Control Shampoo Shampoo formulated to control excess oil and sebum on scalp and hair.
• Daily Moisturizing Conditioner Men's daily moisturizing conditioner designed for restoring, strengthening, and protecting hair. Reduces breakage from combing by 86%. Vegan and silicone-free.
• Pre-Styling Cleansers Collection Innovative pre-styling shampoos designed to prepare hair for styling while keeping scalp and hair healthy. Collection includes Boost Pre-Styling Shampoo (body and fullness), Fiber Pre-Styling Shampoo (texture, strength, and control), and Forming Pre-Styling Shampoo with Jojoba oil for curl hydration and frizz protection.
• 24 Hour Deodorant Body Wash Body wash with deodorizing properties providing all-day freshness and odor protection.
• Precision Shave Gel Shaving gel providing smooth, accurate shave with moisturizing and soothing benefits to reduce irritation.
• Ultra Gliding Shave Oil Pre-shave oil providing ultra-smooth glide for easier shaving with no visible residue.
• Moisturizing Shave Cream Shave cream providing hydration and protection during the shaving process.
• Post Shave Cooling Lotion After-shave lotion that calms, balances, and soothes skin while reducing irritation, bumps, and redness.
• All-In-One Face Balm SPF 15 Anti-aging aftershave balm providing sun protection SPF 15 while moisturizing and soothing skin.
• 2-in-1 Skin Moisturizer and Beard Conditioner Dual-purpose moisturizer that conditions beard hair while hydrating skin underneath. Keeps beards well conditioned without greasy residue.
• Revitalizing Toner and Moustache Wax Revitalizing Toner calms, balances, and refreshes skin after shaving. Moustache Wax is formulated for styling and holding moustache shapes in place.
• Beard Serum and Beard Balm Beard Serum instantly conditions and controls beard hair while providing manageability. Beard Balm tames and styles beard hair while providing conditioning benefits.
• Beard Foam Cleanser Foaming beard cleanser for gentle yet effective beard cleaning and maintenance.
• Undetectable Hair Color for Men Professional-grade, natural-looking hair color for men that blends gray hairs seamlessly. Ammonia-free, demi-permanent formula targets gray hairs and blends them with natural shade. Fades gradually with no visible regrowth, no brassiness. Available in Jet Black, Darkest Brown, Dark Brown, Medium Brown, Light Medium Brown, and Blonde shades.
• ACED Academy Professional Education Platform American Crew's global professional education platform providing on-demand technical training, ongoing education, exclusive content, and business-building resources for barbers and stylists. Includes registered professional accounts with exclusive content and resources.
• Yearbook Style Collection 2024 Men's trend style collection featuring nine must-have hairstyles curated as inspiration for hair professionals and their male clients.
• Shave & Skin Care Lines Original shave and skin care product lines launched in 2000, expanding American Crew from styling-only to comprehensive grooming offerings.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Wrexham A.F.C.coreStrategic or Co-development Partner · 6 August 2024American Crew welcomed Wrexham A.F.C. professional soccer players to the United States during summer, providing grooming experiences and products for the Welsh football club.
• Front Row SummitminorGTM or Marketing Partner · 30 April 2024American Crew participated in the Front Row Summit grooming industry event held in Lisbon, Portugal.
• Florida State University AthleticscoreStrategic or Co-development Partner · 27 March 2024American Crew partnership with Florida State University Athletics providing grooming products and styling services for FSU athletes. Partnership highlights include exclusive styling products and professional grooming services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Duke Cannon: Duke Cannon is a fast-growing men's grooming brand competing in beard care, body wash, and shave categories with a masculine, professional-leaning brand identity. Comparable to American Crew on male target, product categories, and channel overlap.
• Hanz de Fuko: Hanz de Fuko is a premium men's and unisex hair styling brand with strong stylist following. Comparable to American Crew on premium styling products, hair clay/pomade categories, and professional-channel positioning.

Broad incumbents

• Old Spice: Old Spice (Procter & Gamble) is a mass-market men's grooming brand spanning body wash, deodorant, hair, and shave. Comparable to American Crew as a major men's grooming franchise, though at a broader mass-market tier and much larger scale.
• Dove Men+Care: Dove Men+Care (Unilever) is a large-scale men's personal care brand covering hair, body, and skin care. Comparable to American Crew on men's grooming product portfolio, though at mass-market pricing and broader distribution.

Direct peers

• Reuzel: Reuzel is a men's grooming and pomade brand deeply embedded in the barber community, competing head-to-head with American Crew on styling products, shave, and beard care. Directly comparable in professional-channel focus and male-target styling positioning.
• Uppercut Deluxe: Uppercut Deluxe is a men's styling brand sold through barbershops and salons, competing with American Crew's pomade, clay, and grooming foam ranges. Comparability is high on product category, professional channel, and target male consumer.
• Layrite: Layrite is a barber-founded men's hair styling brand offering pomades, washes, and grooming products sold through professional channels. Directly comparable to American Crew on styling products, target market, and barber-channel distribution.
• Suavecito: Suavecito is a direct competitor to American Crew in men's professional grooming and hair styling, offering pomades, clays, and beard care sold through barbershops and DTC. Highly comparable in target customer, product format, and professional-channel go-to-market.
• Just For Men: Just For Men is the dominant brand in men's hair color and gray coverage, directly competing with American Crew's newly launched Undetectable Hair Color line. Both serve the same male consumer pain point around gray blending via at-home products.
• Baxter of California: Baxter of California is a premium men's grooming brand offering skincare, shave, and haircare products with strong salon/barbershop presence. Comparable to American Crew on premium positioning, male target, and professional-channel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/americancrew
• YouTubeyoutube.com/@americancrewhair
• Facebookfacebook.com/americancrew
• Instagraminstagram.com/americancrew
• TikToktiktok.com/@americancrew
• LinkedInlinkedin.com/company/americancrew

Revenue estimate

Valuation estimate

Number of profiles

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 American Crew