L3VEL 3 PRO

What L3VEL 3 PRO does

L3VEL 3 PRO (operating as L3VEL3) is a U.S.-based, privately held grooming products company founded in 2011 and headquartered in Park Forest, Illinois. The company sells a comprehensive portfolio of professional-grade men's grooming and hair styling products spanning hair styling (pomades, gels, powders, sprays, waxes, clays, creams), beard care (shampoo, conditioner, sculpting dust, oil, balm), skincare (transparent shaving gels, aftershave colognes, facial scrubs, peel-off masks), hair color (the Kray sub-brand with 17 semi-permanent shades and Lit lighteners/developers), a Parfum Collection of eau de parfum colognes, professional accessories (gloves, razors, brushes, combs, capes, spray bottles, liner pencils), and branded apparel (tees, hoodies, joggers, sweatpants, dress shirts, cardigan). The product portfolio is anchored by 'Barber Tested Formulas' positioning and supported by sub-brands Kray (color), Lit (lighteners), and the Parfum Collection.

The business operates a dual-channel go-to-market. Its primary direct-to-consumer channel is its owned Shopify storefront at lv3.com, which carries the full catalog and displays 3,931 verified reviews averaging 4.63 stars. The secondary channel is a structured, five-tier wholesale program covering Authorized Dealers ($500 initial minimum), Authorized Dealer Plus ($1,000 minimum with branded displays and marketing support), Barbershop & Salon direct stocking (no startup investment required), Schools ($1,500 minimum with educational marketing materials and ambassador rates), and Distribution partners (1,000-product minimum with the best pricing, requiring business plan submission). Unit pricing ranges from $4.99 for transparent shaving gel up to $179.99 for a four-piece eau de parfum gift set, with styling products typically priced between $6.99 and $16.99.

The company is led by co-founder and chief executive officer Jay Nouri. The organization is small (11-50 employees), self-funded (no disclosed funding rounds), and operates as a private e-commerce and wholesale business with no parent company, subsidiaries, or public ownership identified. No proprietary technology, AI/ML capabilities, patents, certifications, or strategic acquisitions were disclosed in the available source material. Customer focus is horizontal, targeting professional barbers and hairstylists as the primary segment with at-home grooming consumers and salon/barbershop retail stocking as secondary segments.

Name

L3VEL 3 PRO

Website

https://lv3.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

L3VEL 3 PRO (L3VEL3) is a U.S. private grooming products company founded in 2011, selling professional and consumer hair styling, beard care, skincare, color, fragrance, accessories, and apparel via D2C e-commerce (lv3.com) and a multi-tier wholesale program for barbers, salons, schools, and distributors.

Ownership category

akta.pro rank

Product category

Men's Professional Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Professional Hair Styling & Finishing (CRABALAC), Professional Hair Color (CRABALAA), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Haircare & Hair Color Distribution (CRAOAEAE)

Keywords

• Men's grooming products
• Professional hair styling
• Barber supplies
• Beard care products
• Salon wholesale

Headquarters

HQ city

Park Forest

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: L3VEL3 generates revenue through direct online sales via its e-commerce platform lv3.com, selling hair styling, skincare, grooming accessories, fragrances, and apparel products directly to professional barbers, hairstylists, and consumers.
2. Wholesale and Distribution: Revenue from multi-tiered wholesale programs including Authorized Dealers ($500 minimum), Authorized Dealer Plus ($1,000 minimum), Barbershop & Salon Owners, Schools ($1,500 minimum), and Distribution (1,000 product minimum).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

L3VEL 3 PRO (operating as L3VEL3) is a professional-grade men's grooming and hair styling brand that designs, manufactures, and sells hair care, beard care, skincare, hair color, fragrances, and professional salon/barbershop accessories. It markets the same product lines simultaneously to professional barbers and hairstylists through a multi-tiered wholesale network and to individual consumers through direct-to-consumer e-commerce at lv3.com.

Product overview

L3VEL3 PRO is a professional-grade men's grooming and hair styling products company offering a comprehensive portfolio of hair care, beard care, skincare, hair color, fragrances, accessories, and apparel. The product line centers on hair styling products including Styling Powders (Strong and Light Hold), Pomade, Paste, Matte Putty, Forming Cream, and various gels and sprays. The Kray Color Collection provides 17 semi-permanent hair color shades with a no-developer-needed formula, complemented by LIT lightening products. Skincare offerings include Transparent Shaving Gel and Aftershave Cologne in multiple fragrances. The accessories category spans Professional Nitrile Gloves, razors (Straight, Turkish, Butterfly, Milly Clutch), brushes, combs, capes, and stationery tools. The company also offers an Eau de Parfum cologne collection (Aqua, Flame, Frost, Luxe) and branded apparel including t-shirts, hoodies, and joggers. Bundles and kit options provide curated product groupings for convenience.

Differentiator

Problem solved

Functional benefit

Brands

• Kray: Semi-permanent hair color collection featuring vibrant, fade-resistant colors in various shades including red, orange, yellow, green, blue, violet, pink, black, grey, and clear. Includes color care products and tools.
• Lit
• Parfum Collection

Products and services

• Professional Hair Styling Products Barber-tested styling products including powders, pomades, pastes, putties, creams, clays, waxes, sprays, mousses, and gels for professional salon and at-home use. Includes multiple hold strengths (light, strong, extra-strong/freeze) and finishes (matte, shine) for diverse hairstyling needs.
• Hair Styling Gels Extra-strong hold and texture-effect styling gels (strong gel, slime gel, cream gel) for sculpted and creative hairstyles, offered in multiple sizes for both professional and consumer use.
• Haircare Products Daily haircare line including 2-in-1 shampoo and conditioner, sulfate-free shampoo, daily conditioner, detangling spray, scalp tonic, and smoothing serum for routine cleansing and treatment.
• Beard Care Line Specialized beard grooming products including beard shampoo, leave-in conditioning foam, sculpting dust for matte hold, beard oil, and beard balm for cleaning, softening, styling, and moisturizing facial hair and the skin beneath.
• Skincare - Shaving and Aftershave Clear, non-foaming transparent shaving gel for precision visibility during shaving with reduced irritation, offered in multiple scents and sizes.
• Aftershave Cologne Moisturizing aftershave spray cologne in multiple fragrances for post-shave skin soothing and long-lasting scent, available in standard and travel sizes.
• Facial Scrubs and Masks Exfoliating facial scrubs (apricot and mud) and peel-off facial masks (pink for brightening, black for deep cleansing) for skincare routines.
• Kray Semi-Permanent Hair Color Collection Semi-permanent direct-dye hair color in 17 vibrant, fade-resistant shades (reds, oranges, yellows, greens, blues, violets, pinks, black, grey, and clear) that applies without a developer for at-home and professional creative color services.
• Lit Lightening and Developer System Professional hair lightening system including bond-fusing bleach powder for reduced damage lightening and developers in 10, 20, and 30 volume strengths to achieve varied lift levels.
• Color Care and Tools Color maintenance products including violet shampoo for toning blonde and lightened hair, plus pre-perforated pop-up foil sheets for highlighting and color application.
• Eau de Parfum Cologne Collection Premium Eau de Parfum cologne collection featuring four signature scents (Aqua, Flame, Frost, Luxe) in 50ml bottles, sold individually or as a 4-piece gift set ($179.99).
• Professional Nitrile Gloves Disposable nitrile gloves for professional barbering and color services, available in multiple colors, sizes (S-XL), and pack formats.
• Razors and Razor Blades Professional shaving tools including straight razor holders/shavettes, Turkish-style straight razors, butterfly-opening safety razors, the AROD-inspired Milly Clutch razor holder, and compatible double-edge replacement blades, in multiple color options.
• Brushes, Combs, and Cape Tools Professional barbering and styling brushes (club, palm, bristle, fade, finger, round), comb sets (styling, hair pick, 9-piece), and facial mask application brushes for service work.
• Capes, Aprons, and Service Apparel Professional capes (button-closure and rubber neck varieties) and protective work aprons for barbers and stylists during cutting and color services.
• Barbershop Tools and Stationery Shop tools and consumables including multi-purpose clipper cleaning spray, neck brushes, non-slip silicone station mats, disinfecting jars, foam hand mirrors, professional shaving towels, white facial towels, and disposable neck paper strips.
• Spray Bottles and Liner Pencils Professional spray bottles (rubberized, beveled, and powder-specific formats) plus liner pencil sets (6-piece basic and 12-piece color) for scalp micropigmentation and hairline definition.
• L3VEL3 Branded Apparel Branded apparel line including t-shirts (logo stripe, oversized front/back logo, athletic fit, essential, strap), hoodies (essential and premium), dress shirts (short sleeve and collared), cardigan, sweatpants (2-layered and premium), and joggers for everyday wear and brand promotion.
• Bundles and Kits Curated bundle and kit offerings including aftershave sets, facial scrub duos, complete travel grooming kits, and starter kits for the Kray semi-permanent color and Lit lightening product lines, offered at value pricing versus individual SKUs.

Quantifiable outcome

• 4.63 average rating from 3,931 verified reviews indicating strong customer satisfaction

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Expansion highlights4 records

Direct peers

• Murray's Pomade: Murray's is a long-established men's pomade brand sold through barbershops and mass retail, with comparable styling products and a similar pro-and-consumer dual-channel approach to L3VEL3.
• Suavecito: Suavecito is a men's pomade and lifestyle grooming brand sold via DTC and wholesale to barbershops, with a comparable product mix (pomades, sprays, beard care) and target consumer overlap with L3VEL3.
• Reuzel: Schorem's Reuzel is a men's pomade and grooming brand rooted in classic barber culture, directly competing with L3VEL3 in the professional barber/stylist channel with overlapping pomades, clays, and grooming products.
• Layrite: Layrite is a barber-founded men's hair styling brand with a portfolio of pomades, gels, and sprays sold through both salon pro channel and consumer retail — a close competitor to L3VEL3's professional styling line.
• Hanz de Fuko: Hanz de Fuko is a men's premium hair styling brand selling clays, pomades, and sprays via DTC and salons; it competes in the same pro-stylist/consumer segment as L3VEL3 with similar price positioning.
• Imperial Barber Products: Imperial Barber Products markets professional men's styling and shave products to barbers and stylists, overlapping with L3VEL3 in professional distribution and styling product categories.
• Uppercut Deluxe: Uppercut Deluxe is an Australian men's hair styling brand with deep barber heritage, offering pomades, clays, sprays, and grooming tools; it competes head-to-head with L3VEL3 across styling SKUs and pro channel.

Broad incumbents

• Kevin Murphy: Kevin Murphy is a salon-grade professional hair care brand spanning styling, care, and color, serving both professional salons and consumers — overlapping with L3VEL3 across styling and color-care categories.
• American Crew: American Crew (owned by Revlon) is the dominant men's professional hair care brand with broad salon pro channel penetration; it competes with L3VEL3 across styling, grooming, and shave, and dwarfs it in scale and distribution.

Regional players

• Gatsby (Mandom): Gatsby by Mandom is a men's styling and grooming brand originally built for the Asian market that overlaps with L3VEL3 across waxes, sprays, and gels; it represents a regional/emerging peer rather than a direct US competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LV3pro
• LinkedInlinkedin.com/company/l3vel-3-pro

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 L3VEL 3 PRO