Horace, the French men’s grooming brand, opened its first US retail location in the newly renovated MOMA Design Store in New York’s SoHo district on Saturday.
Within the space, which has been closed for refurbishment since May, Horace will sell 28 of its core products, like its beard shampoos and face serums, as well as four co-branded limited edition products: Sandalwood & Musk Hand Wash, Orange Blossom & Cashmere Wood Hand Wash, both $18, and Virginia Cedar & Sage Leaf Soap Bar and Peppermint & Tea Tree Soap Bar, both $7.50.
In a statement, the brand’s co-founder and chief executive, Marc Terlet, said the pop-up married together good design with the best men’s products. “We sell grooming and fragrance where no one expects it,” he said, adding that the brand was also the first men’s beauty brand to be stocked in the prestigious Parisian department store Galeries Lafayette. Horace also operates a network of stores across France and the UK, and is available in retailers like the French chain Monoprix. In 2023, sales for the brand reached $21 million.
On stage at The Business of Fashion Global Beauty Forum in Napa Valley, California, Terlet said the appetite from men for premium skincare is strong, but there is a need to innovate to reach them.
“Men feel like it’s finally okay to use [our] products, but they didn’t know they existed … they are way more open to the product than we usually think,” he said.
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