Pete & Pedro
Pete & Pedro is a founder-led, direct-to-consumer men's grooming brand selling hair styling, haircare, body care, fragrance, shaving, and beard products through its Shopify storefront, driven primarily by influencer Aaron Marino's (Alpha M) social media presence and Shark Tank credibility, with subscription and bundle revenue streams.
- Company typePrivate
- Founded-
- HeadquartersAcworth, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pete & Pedro does
Pete & Pedro is a privately held, founder-owned direct-to-consumer men's grooming brand headquartered in Acworth, Georgia, selling hair styling, haircare, body care, fragrance, shaving, and beard products through its Shopify storefront at peteandpedro.com, with supporting wholesale distribution and US-Canada shipping. The brand was founded by Aaron Marino (known online as Alpha M), a men's lifestyle influencer who has appeared on ABC Shark Tank twice (Season 7 Episode 29 in 2016), and the company leverages his social media presence as its primary acquisition channel alongside organic content, The Pedro Post blog, an ambassador/affiliate program, and a Discord community.
The product portfolio spans hair styling aids (Sea Salt Spray, Hair Putty, Texture Powder, Clay, Pomade, Creams), shampoos and conditioners with biotin, tea tree, argan, coal tar, and DHT-defense formulations, body wash and deodorant, four EDP fragrances (REBEL, LEGEND, ICON, VILLAIN Dark), shaving and beard products, supplements (Biotin Gummies), and a broad grooming-tools catalog (brushes, combs, trimmers, Stubble Buddy, manicure sets). Recent launches — Villain Dark EDP, REFRESH Eucalyptus & Rosemary Body Wash, DHT Defense Shampoo, and Boost Rosemary/Biotin Serum — indicate active SKU expansion into fragrance premiumization, hair-loss, and unisex body care.
The business model is product-led growth with three revenue streams: one-time DTC purchases, Subscribe & Save subscriptions offering 15-20% discounts at flexible cadences (powered by Recharge), and bundle/kit sales with build-your-own configuration. Pricing runs from $3 accessories to $60 fragrances, with Sezzle installment payments and free US shipping over $50. The company claims 1M+ customers and a 4.8/5 review average across 3,923 reviews; the team is small (1-10 employees) and there is no disclosed external funding, suggesting a bootstrapped operation.
Pete & Pedro firmographics
Firmographics- Name
- Pete & Pedro
- Legal name
- Pete & Pedro
- Website
- https://peteandpedro.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pete & Pedro is a founder-led, direct-to-consumer men's grooming brand selling hair styling, haircare, body care, fragrance, shaving, and beard products through its Shopify storefront, driven primarily by influencer Aaron Marino's (Alpha M) social media presence and Shark Tank credibility, with subscription and bundle revenue streams.
- Ownership category
- akta.pro rank
Pete & Pedro industry classification
Industry- Product category
- Men's Grooming Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)
- akta.pro secondary industries
- Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ), Men’s Grooming Gift Sets & Bundles (CRABAGAL), Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF)
Keywords
Where Pete & Pedro is headquartered
LocationHeadquarters
- HQ city
- Acworth
- HQ country
- United States
- HQ region
- North America
Markets served
Pete & Pedro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through Pete & Pedro's own e-commerce storefront. Customers purchase individual products or bundled sets at one-time prices or subscription rates with 15-20% recurring discount.
- One-time Product Purchases: Standard retail pricing for individual products ranging from $3 to $60. Products include hair styling aids, shampoos, conditioners, body care, fragrances, and grooming tools.
- Subscription/Recurring: Subscribe & Save program offering 15-20% discount on regular deliveries with flexible cadences (every 4, 8, 12, or 16 weeks). Powered by Recharge payments.
- Bundle and Kit Sales: Pre-configured bundles and Build Your Own Kit customization with volume discounts (10% off $60+ orders for custom kits).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hair Styling Products |
| Unit Pricing | Monthly | Shampoo & Conditioner Products |
| Unit Pricing | Pay-as-you-go | Body Care Products |
| Unit Pricing | Pay-as-you-go | Fragrance Products |
| Unit Pricing | Pay-as-you-go | Grooming Tools |
| Unit Pricing | Pay-as-you-go | Hair Growth & Supplements |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels11 records
Pete & Pedro product offering
Product offeringCore offering
Pete & Pedro is a direct-to-consumer men's grooming brand that develops, formulates, and sells a comprehensive line of men's haircare, hair styling, body care, fragrance, beard and shaving, grooming tools, and hair growth products through its own Shopify-powered e-commerce storefront. The company also offers a Subscribe & Save subscription program (15-20% off) and customizable Build Your Own Kit bundles.
Product overview
Pete & Pedro is a premium men's grooming and lifestyle brand founded by Aaron Marino (Alpha M.), one of the premier men's lifestyle influencers who has appeared on Shark Tank twice. The company offers a comprehensive portfolio of men's hair care, styling, body care, fragrance, and grooming tools. The product line includes: hair styling aids (Sea Salt Spray, Texture Powder, Hair Putty, Hair Clay, Styling Creams, Pomades, Pastes); hair care products (Shampoos: Clean Tea Tree, Volume Biotin, Hydrate Argan Oil, Bold Bourbon, Control Dandruff, DHT Defense; Conditioners: POWER Biotin, Peppermint, Cowboy Tobacco; Boost Hair Growth Serum); body care (REFRESH Body Wash, DESPERADO Body Wash, FRESH Body Bar Soap, Natural Deodorant, Body & Balls Powder); fragrances (REBEL, VILLAIN Dark, ICON, LEGEND EDP with sample sets); beard & shaving products (Shave Cream, Pre-Shave Oil, Beard Oil, Beard Balm, Razor Blades); grooming tools (Scalp Massager Brush, brushes, combs, Nose/Ear Trimmer, Stubble Buddy, Manicure Kit, Nail Clippers, Fogless Mirror, Foot File, Loofah, Cologne Travel Sprayer); and supplements (Biotin Gummies). The company also offers customizable kit building and pre-configured bundles. Products are available direct-to-consumer through their e-commerce platform with subscription options.
Differentiator
Problem solved
Functional benefit
Brands
- Pete & Pedro: Premium men's hair care and grooming product line
Products and services
- Sea Salt Spray Natural sea salt spray that adds mega volume and texture; the brand's #1 best seller for creating beach-inspired looks. Targeted at men who want lightweight, tousled, beach-style hair.
- Hair Putty Versatile men's hair putty providing flexible hold and natural finish for everyday styling.
- Hair Clay Clay-based styling product providing strong hold and natural texture for men's hair.
- Hair Pomade Classic pomade offering sleek, high-shine styling for men.
- Hair Paste Men's hair paste providing flexible, natural-looking hold.
- Texture & Volume Styling Powder Powder styling product that adds texture and volume to hair for enhanced styling control.
- THICK Hair Thickening & Light-Hold Styling Cream Thickening styling cream for men with thinning or fine hair; provides light hold, texture, and volume.
- Curl Cream Curl-defining cream that enhances waves and curls for men's curly hair.
- Smooth Leave-In Conditioner Leave-in conditioner balm that smooths frizz and defines curls.
- Clean Tea Tree Shampoo Deep-cleansing peppermint shampoo formulated for oily or dandruff-prone hair.
- Volume Volumizing & Thickening Biotin Shampoo Biotin-enriched volumizing shampoo that strengthens and adds fullness to fine or thinning men's hair.
- Hydrate Argan Oil Shampoo Argan-oil shampoo providing maximum moisture and softness for men's hair.
- Control Extra-Strength Dandruff & Anti-itch Shampoo Extra-strength coal tar shampoo that eliminates flakes and soothes scalp irritation in men.
- POWER Volumizing & Strengthening Biotin Conditioner Daily biotin-loaded conditioner for fuller, thicker, stronger men's hair; paraben-free, SLS-free, alcohol-free, and cruelty-free.
- DHT Defense Shampoo DHT blocker shampoo for men's hair loss, growth, and thinning hair that supports a healthier scalp environment.
- Boost Scalp Health & Hair Growth Strengthening Serum Rosemary-oil and biotin scalp serum infused with over 20 essential oils to fuel, strengthen, hydrate, and thicken men's hair and beards. RMRS Award winner for Best Natural Hair Growth & Scalp Oil.
Quantifiable outcome
- 4.8 out of 5 star average rating from 3,923+ reviews
- +1 more outcomes
Companies that use Pete & Pedro
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
Pete & Pedro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Pete & Pedro partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Aaron Marino (Alpha M)coreFounder and brand ambassador. Aaron Marino is a premier men's lifestyle, fitness, and grooming influencer known as Alpha M. He has appeared on Shark Tank twice and built the Pete & Pedro brand through his influencer channels.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Pete & Pedro competitors and assessment
Company assessmentDirect peers
- Beardbrand: Direct-to-consumer men's grooming brand selling beard care, hair styling, and skincare products online. Highly comparable as a founder/influencer-led DTC men's grooming company with similar product mix and customer base.
- Duke Cannon: Men's grooming and personal care brand selling body wash, deodorant, hair care, and bar soap through DTC and retail channels. Comparable in product categories (body care, fragrance-adjacent scents) and target male consumer.
- Dr. Squatch: DTC men's soap, deodorant, and grooming brand using natural ingredients and influencer-led marketing. Comparable in DTC men's grooming positioning, natural-ingredient formulations, and subscription-driven model.
- Every Man Jack: Men's personal care brand offering body wash, deodorant, shave, and hair care with natural ingredients. Comparable in product categories, male consumer focus, and multi-channel DTC/retail distribution.
- Viking Revolution: DTC men's grooming brand selling beard care, hair styling, and skincare primarily through Amazon. Comparable in men's grooming product mix and DTC-first distribution model targeting similar price-sensitive male consumers.
Broad incumbents
- Old Spice (P&G): Mass-market men's grooming portfolio owned by Procter & Gamble spanning deodorant, body wash, hair care, and fragrance. Comparable product categories but operates as a broad incumbent with mass-market pricing and massive retail distribution.
- Dove Men+Care (Unilever): Unilever-owned men's personal care portfolio covering body wash, deodorant, hair care, and skincare. Comparable in personal care categories and male consumer focus, but with corporate-scale distribution and pricing.
Emerging players
- Keeps: DTC subscription service focused on men's hair loss treatment (finasteride, minoxidil). Comparable in men's hair-thinning/loss segment where P&P's DHT Defense Shampoo and Boost Serum compete, but Keeps focuses on prescription clinical offerings.
- Hims (Hims & Hers Health): Public DTC telehealth and personal care brand for men, covering hair loss, skincare, and grooming. Comparable in the men's hair-growth/thinning consumer overlap and DTC subscription model, with much broader scale and capital base.
- Manscaped: DTC men's grooming brand built around below-the-waist trimming tools and adjacent personal care. Comparable as a DTC men's grooming brand with strong social/influencer marketing, though more narrowly focused on trimming tools.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Pete & Pedro social profiles
Digital presencePete & Pedro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pete & Pedro leadership team
Management profileNumber of profiles
Profiles1 record
Pete & Pedro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pete & Pedro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pete & Pedro
What does Pete & Pedro do?
Pete & Pedro is a direct-to-consumer men's grooming brand that develops, formulates, and sells a comprehensive line of men's haircare, hair styling, body care, fragrance, beard and shaving, grooming tools, and hair growth products through its own Shopify-powered e-commerce storefront. The company also offers a Subscribe & Save subscription program (15-20% off) and customizable Build Your Own Kit bundles.
Is Pete & Pedro a public or private company?
Pete & Pedro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pete & Pedro founded?
Pete & Pedro was founded in -1. It employs 1 to 10 people.
Where is Pete & Pedro based?
Pete & Pedro is headquartered in Acworth, United States, in the North America region.
How does Pete & Pedro make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are one-time Product Purchases, subscription/Recurring and bundle and Kit Sales.
Who are Pete & Pedro's main competitors?
Direct peers on record are Beardbrand, Duke Cannon, Dr. Squatch, Every Man Jack and Viking Revolution. Broad incumbents are Old Spice (P&G) and Dove Men+Care (Unilever). Emerging players are Keeps, Hims (Hims & Hers Health) and Manscaped.
Does Pete & Pedro have an API?
No public API is recorded for Pete & Pedro.
What industry is Pete & Pedro in?
Pete & Pedro's product category is Men's Grooming Products. Its primary akta.pro industry code is CRABABAI, Men’s Haircare (Beard, 2-in-1, Styling), with a secondary code of CRABAGAC, Beard & Mustache Care (Oils, Balms, Waxes, Wash). Its NAICS code is 456120 and its SIC code is 2844.