Horace: The French Skincare Revolution Redefining Men's Grooming for a Global Audience

Table of Contents

1. The Genesis of an Inclusive Vision: Marc Briant-Terlet's Journey to Horace
2. Simplicity in Formulation, Efficacy in Practice: Horace's Product Philosophy
3. The Science of Simplicity: Horace's Ingredient Philosophy and Product Development
4. The Art of Accessibility: Making Skincare Approachable for Every Man
5. The Global Ambition: Horace's Expansion Beyond France

Key Highlights:

• Horace, co-founded by Marc Briant-Terlet, has risen to become France's leading men's skincare brand by prioritizing simplicity, effectiveness, and inclusivity over traditional, hyper-masculine marketing.
• The brand's success stems from its direct-to-consumer approach, fostering genuine customer engagement and rapidly iterating product development based on real feedback.
• Horace offers high-performance skincare and fragrances with predominantly natural ingredients, focusing on straightforward solutions for common concerns, making beauty accessible and unintimidating for men.

Introduction

France has long been revered as the epicenter of sophisticated skincare, with its pharmacies glowing like emerald beacons, drawing beauty enthusiasts into a world of dermatologist-approved formulations and expert guidance. This reputation is built on a foundation of products designed for skin health, often eschewing fleeting trends in favor of timeless efficacy. Yet, the perception of skincare as a predominantly female domain is shifting. The global men's skincare market demonstrates robust growth, expanding by 10% annually, propelled by a heightened awareness of wellness and self-care, particularly among younger demographics engaged in digital trends like "looksmaxxing." Into this evolving landscape, Horace emerged a decade ago, not with bombastic claims or hyper-masculine posturing, but with a clear, understated proposition: effective skincare for men, stripped of unnecessary theatrics.

At the heart of Horace's philosophy is co-founder Marc Briant-Terlet, whose personal journey and professional experiences converged to shape a brand that resonates with modern sensibilities. His upbringing in Melun, a working-class suburb of Paris, instilled in him a profound sense of resilience and pragmatism. Raised by a single mother balancing three children and a demanding career as a midwife, Terlet learned early on the importance of making things work, a philosophy that would later underpin Horace's practical and accessible product development. His academic pursuits in business school in Montreal, where he developed a keen interest in consumer behavior, further solidified his understanding of how societal trends influence purchasing decisions. This foundation, combined with his early career forays into fashion and marketing, including a role at Vans France and consultancy work with global brands like Comme des Garçons and Google, positioned him uniquely to identify and address a significant gap in the men's grooming market.

Terlet's personal frustrations with the existing men's grooming offerings fueled his entrepreneurial drive. He observed a market dichotomized between exorbitantly priced, exclusive products and those steeped in overt, often clichéd, masculine imagery that felt alienating. His vision for Horace was to create something different—simple, user-friendly, and, crucially, inclusive. This wasn't an afterthought; it was integral to the brand's DNA from its inception. By consciously integrating diverse representation into its advertising and imagery, Horace sought to mirror the varied demographics of its potential customer base, challenging the narrow, often stereotyped, portrayals of masculinity prevalent in the industry. This departure from conventional marketing, which frequently relied on narratives of sexual conquest or extreme athleticism, proved prescient. Men, it turned out, were indeed interested in well-formulated skincare for its inherent benefits, not as a means to conform to outdated societal expectations. Today, Horace stands as a testament to this shift, boasting the top position in France's men's skincare market and rapidly gaining traction internationally, demonstrating that authenticity and efficacy can pave the way for remarkable commercial success.

The Genesis of an Inclusive Vision: Marc Briant-Terlet's Journey to Horace

Marc Briant-Terlet's path to co-founding Horace is a compelling narrative of personal experience shaping entrepreneurial vision. Growing up in Melun, a working-class suburb south-east of Paris, his formative years were marked by the resilience and determination of his mother, a midwife who single-handedly raised three children. This early exposure to resourcefulness and the necessity of "making things work" deeply ingrained a pragmatism that would become a cornerstone of his professional ethos. The lessons learned in a household where adaptability was paramount fostered a practical mindset, steering him away from abstract theories towards tangible solutions.

His intellectual curiosity led him to business school in Montreal, a significant relocation that broadened his horizons and deepened his understanding of human behavior. Terlet recounts falling "in love with consumer behaviour," recognizing how social sciences could illuminate the complexities of daily life and influence purchasing decisions. This academic foundation was complemented by hands-on experience in the fashion and street culture sectors. Writing for publications like GQ and Clark, an early street culture magazine, provided him with insights into contemporary male aesthetics and lifestyle trends. His subsequent role as head of marketing for Vans France at the age of 22 further sharpened his commercial acumen, immersing him in brand building and consumer engagement within a youth-oriented market. Later, his consultancy work for prestigious brands such as Comme des Garçons and Google diversified his exposure, equipping him with a comprehensive understanding of brand strategy across disparate industries.

Despite his professional successes, Terlet encountered a personal void in the men's grooming market. As someone who had cultivated an interest in grooming and fragrance since his teenage years, he found the existing options largely unsatisfactory. The market was polarized: either prohibitively expensive, niche luxury products or mass-market offerings that leaned heavily into overtly masculine, often caricatured, marketing. This "super macho theatrics" and "weird gender theatre," as he described it, failed to resonate with his personal values or the evolving sensibilities of men around him. He desired products that were effective, straightforward, and, crucially, free from gendered stereotypes. This discontent crystallized into the idea for Horace.

In 2015, alongside his business partner Kim Mazzilli, Terlet launched Horace with a clear mission: to provide men with high-quality, easy-to-use skincare products that eschewed conventional, hyper-masculine marketing. Inclusivity was not merely a marketing buzzword; it was fundamental to the brand's identity. Terlet intentionally sought to portray a diverse range of men in Horace's advertising and imagery, reflecting the multicultural reality of his upbringing. "Most of my friends growing up weren’t white. My little brother is transgender. I wanted people I grew up with to be visible in the brand – in our advertising, in our imagery," he states, highlighting a commitment to authenticity and representation that was groundbreaking for the time. This conscious effort to move beyond archaic portrayals of masculinity set Horace apart. Gone were the tropes of "buffed-up homoerotic sailors diving in pools" or "oily men being pawed by performatively horny bikini-clad women." Instead, Horace presented a refreshingly real and relatable image of men engaging in self-care.

The market's response validated Terlet's intuitive understanding. It became evident that men were indeed seeking skincare for genuine benefits, not as a prop for outdated notions of masculinity. Horace rapidly ascended to become France's leading men's skincare brand, with its fragrances, including popular scents like Rose, Oud, and Noir, becoming the country's fastest-selling in the men's category. This success has allowed Horace to expand its physical footprint, establishing 19 stores across France and a prominent London outpost in Covent Garden. The core tenets of the company—simplicity, inclusivity, and an aversion to superficiality—have remained steadfast, proving that a brand built on genuine values and consumer understanding can achieve remarkable resonance and market dominance.

Simplicity in Formulation, Efficacy in Practice: Horace's Product Philosophy

At the core of Horace's burgeoning success lies a product philosophy rooted in "high-quality simplicity." Marc Briant-Terlet firmly believes that beauty products should not be shrouded in complex scientific jargon or intimidating multi-step routines. Instead, he champions accessibility, asserting that "beauty shouldn’t be technical or intimidating. It’s about looking good and feeling good – it should be easy." This ethos is meticulously translated into every Horace product, from serums and moisturisers to cleansers, all designed to address common men's skin concerns without overwhelming the user.

Horace products target everyday issues such as dryness, blemishes, and redness with direct, understandable solutions. For example, if a customer is grappling with blemishes, Horace offers a clear, two-pronged approach: a chemical exfoliant and a serum. "One reduces, one prevents. That’s it," Terlet explains, underscoring the brand's commitment to clarity and efficiency. This streamlined methodology stands in stark contrast to the often bewildering array of products and steps promoted by many beauty brands, which can deter potential users with their perceived complexity.

A significant aspect of Horace's appeal is its direct-to-consumer model, not just in distribution, but in its fundamental ideology. This approach fosters a continuous dialogue with its customer base, informing product development in an exceptionally responsive manner. Horace deliberately eschews traditional focus groups and large-scale marketing tests, opting instead for direct, personal engagement. Terlet himself frequently communicates with customers via Instagram direct messages, gaining firsthand insights into their needs and preferences. Beyond anecdotal feedback, the brand maintains a comprehensive database of over 6,000 clients, meticulously logging their specific skin concerns. When a new product is conceptualized and prototyped, it undergoes rigorous testing by a select group of 25 individuals whose concerns align with the product's intended use. This iterative process allows Horace to develop and refine products rapidly, bringing an idea from conception to market in approximately six months—a remarkably swift turnaround for the skincare industry.

The commitment to simplicity extends to ingredient selection, with many Horace formulas boasting at least 95% natural origins. The ingredient lists often read like a gourmet food menu, featuring nourishing components such as prickly pear oil, celebrated for its antioxidant and hydrating properties; murumuru butter, known for its deep moisturizing capabilities; red ginseng, revered for its revitalizing effects; sapote butter, which offers skin-softening benefits; and binchotan charcoal, utilized for its purifying qualities. Even the cleansers exemplify this dedication to gentle yet effective formulations, relying on coconut-derived surfactants that clean the skin thoroughly without stripping its natural moisture barrier.

This blend of natural ingredients and straightforward formulations has proven highly effective in encouraging men to adopt more comprehensive skincare routines. Terlet admits to initial uncertainty about how men would embrace new product categories. "When we launched our first serum in 2020, I didn’t know how men would respond," he reflects. Yet, serums have become one of Horace's top-selling items, particularly popular in the UK, where "guys are obsessed with under-eye masks." This success underscores the brand's ability to create products that perform, feeling weightless on the skin, absorbing quickly, and delivering noticeable results without harshness.

Horace acknowledges that for many men, adding steps to a morning routine can feel like "one more thing." To mitigate this, the brand focuses on combined functionalities, such as their SPF30 moisturiser, which has become its top performer in the UK. This product exemplifies the brand's pragmatic approach, offering essential sun protection alongside hydration in a single, easy-to-use application.

The brand's fragrance line follows the same logic of distinctive yet wearable scents, steering clear of aggressive branding often associated with men's colognes. Popular options like Rose, Oud, and Noir are crafted to be well-considered and modern, offering unique olfactory experiences without needing an over-the-top marketing narrative.

Ultimately, Horace's approach is characterized by a rare clarity: it is direct, well-reasoned, and refreshingly devoid of the opaque jargon prevalent in the beauty industry. Terlet emphasizes that "We always design products for someone who’s never used skincare before. It has to make sense immediately." This intuitive understanding of the consumer, coupled with a genuine desire to empower men to feel good about themselves, has not only cemented Horace's cult status in France but is steadily establishing its presence in the UK and beyond. The brand's success is a testament to the power of simplifying beauty, making it accessible, effective, and truly inclusive.

The Science of Simplicity: Horace's Ingredient Philosophy and Product Development

Horace's ascendancy in the men's skincare market is deeply intertwined with its meticulous approach to ingredient sourcing and its agile product development cycle. The brand operates on the principle that efficacy need not come at the expense of naturalness or simplicity. A significant proportion of Horace's formulations, typically at least 95%, are derived from natural ingredients, reflecting a commitment to transparency and a preference for botanical power.

The choice of ingredients like prickly pear oil, murumuru butter, red ginseng, sapote butter, and binchotan charcoal is deliberate and strategic. Prickly pear oil, for instance, is a potent antioxidant, rich in Vitamin E and K, which helps to combat free radicals and reduce the appearance of dark spots, making it ideal for brightening and anti-aging concerns. Murumuru butter, derived from the seeds of a palm tree native to the Amazon, is known for its intense moisturizing properties, capable of restoring elasticity to dry and damaged skin without feeling heavy or greasy. Red ginseng, a staple in traditional Asian medicine, is incorporated for its ability to boost circulation, promote collagen production, and offer anti-inflammatory benefits, contributing to a more even and revitalized complexion. Sapote butter, extracted from the fruit of the sapote tree, is celebrated for its emollient properties, providing deep hydration and aiding in skin repair. Binchotan charcoal, a traditional Japanese charcoal, is renowned for its highly porous structure, allowing it to effectively absorb impurities and excess sebum, making it a key ingredient in purifying cleansers and masks. Even common ingredients like surfactants in cleansers are carefully chosen, with coconut-derived options preferred for their ability to cleanse gently without stripping the skin's natural lipid barrier. This thoughtful curation of ingredients underscores Horace’s dedication to providing high-performance products that are both effective and kind to the skin.

Beyond individual ingredients, Horace's product development model sets it apart. The brand champions a direct-to-consumer ideology, which translates into a highly responsive and customer-centric development process. Unlike many beauty companies that rely on expensive focus groups and extensive marketing tests, Horace engages directly with its customer base. Co-founder Marc Briant-Terlet actively uses platforms like Instagram DM to solicit feedback, maintaining a constant pulse on consumer needs and preferences. This informal, yet highly effective, communication channel allows for immediate insights and adjustments.

More formally, Horace leverages a sophisticated customer database, meticulously logging the skin concerns of over 6,000 clients. When a new product concept emerges, it isn't launched into the market blindly. Instead, prototypes are dispatched to a carefully selected group of 25 individuals whose specific skin concerns align with the new product's intended benefits. This targeted beta-testing ensures that products are developed with real-world problems in mind and that their efficacy is validated by actual users. This iterative process allows Horace to move from an initial idea to full production in approximately six months—a remarkably accelerated timeline within the typically slow-moving beauty industry. This agility enables Horace to respond swiftly to emerging trends and evolving customer needs, giving them a competitive edge.

The effectiveness of this development model is evident in the enthusiastic consumer adoption of Horace’s products. The brand's initial apprehension about launching a serum, a product often perceived as an advanced skincare step, proved unfounded. The serum quickly became one of Horace's best-sellers, particularly popular in the UK, where there is a notable demand for products like under-eye masks. This success is attributed to the products' user-friendly nature: serums absorb rapidly, moisturisers are weightless, and exfoliants are effective yet gentle. For men who may be new to multi-step routines, the ease of integration is paramount. Horace addresses this by offering multi-tasking products, such as their SPF30 moisturiser, which combines hydration with sun protection and is currently the brand's top performer in the UK. This exemplifies Horace's pragmatic approach to skincare, understanding that convenience is a significant factor in routine adoption.

The brand’s fragrance line mirrors this commitment to understated sophistication. Scents like Rose, Oud, and Noir are crafted to be distinctive yet universally appealing, avoiding the aggressive and often cliché branding common in men's fragrances. They are designed to be modern and well-considered, enhancing personal style without overpowering the wearer.

Ultimately, Horace's success is a testament to its clarity, honesty, and pragmatic approach to beauty. By making skincare accessible, effective, and deeply connected to consumer feedback, Horace has cultivated a loyal following and established itself as a leader in the evolving landscape of men's grooming. The brand's unwavering focus on making men "feel good about themselves" underscores its holistic understanding of beauty as a tool for self-confidence and well-being, rather than a mere cosmetic obligation.

The Art of Accessibility: Making Skincare Approachable for Every Man

Horace's fundamental strength lies in its ability to demystify skincare, transforming what can often be a complex and intimidating world into an accessible and inviting space for men. Co-founder Marc Briant-Terlet consistently reiterates the brand's core principle: "We always design products for someone who’s never used skincare before. It has to make sense immediately." This philosophy dictates every aspect of Horace's operation, from product formulation to marketing communication, ensuring that the brand resonates with a broad spectrum of users, from novices to seasoned grooming enthusiasts.

The beauty industry is notorious for its intricate terminology, often employing scientific jargon and hyper-specific product categories that can overwhelm and alienate consumers. Horace actively sidesteps this trap by adopting a "high-quality simplicity" in its language and product descriptions. Instead of intricate chemical names, the brand focuses on direct benefits and easy-to-understand explanations. For example, rather than detailing the molecular mechanisms of an ingredient, Horace emphasizes what the ingredient does for the skin, such as "soothes redness" or "hydrates deeply." This straightforward communication strategy removes barriers to entry, making it easier for men to grasp the purpose of each product and integrate it into their daily lives without feeling the need for an advanced degree in dermatology.

This commitment to accessibility extends beyond language to the very design of the product line. Horace avoids the creation of overly complicated, multi-step routines. Recognizing that many men are either time-pressed or simply disinclined to engage in elaborate rituals, the brand focuses on multi-functional products that deliver maximum benefit with minimal effort. The SPF30 moisturiser, for instance, perfectly embodies this approach, combining essential hydration with crucial sun protection in a single, convenient application. This product has become the brand's top seller in the UK, precisely because it addresses two common concerns efficiently, making it an easy addition to a busy morning.

The brand's success in popularizing serums among men further illustrates its knack for making advanced skincare approachable. Historically, serums were often perceived as an optional, high-level step, primarily adopted by individuals deeply invested in complex beauty routines. Horace's decision to launch a serum, despite initial uncertainties about male reception, proved prescient. By formulating a serum that absorbs quickly, feels weightless, and delivers tangible results for concerns like under-eye issues – a particular obsession among UK men – Horace effectively lowered the entry barrier. Men discovered that adding a serum could be an unfussy, impactful step, rather than a time-consuming burden.

Horace also differentiates itself through its refreshingly authentic marketing. In an industry where male grooming advertisements have historically relied on hyper-sexualized or overly aggressive imagery, Horace opts for genuine, relatable portrayals of men. The brand's advertising features a diverse cast, reflecting various ethnicities, ages, and lifestyles, fostering a sense of inclusivity and representation that resonates with a wider audience. This conscious move away from stereotypical "macho theatrics" demonstrates that men are seeking products that align with their real lives and values, not idealized, unattainable personas. The effectiveness of this approach is evident in Horace’s rapid ascent to become France's leading men's skincare brand and the fastest-selling men's fragrance line.

Furthermore, Horace cultivates a strong, direct relationship with its customers. Co-founder Marc Briant-Terlet personally engages with consumers, gathering feedback via channels like Instagram DMs. This direct line of communication is not just for show; it actively informs product development. The brand prototypes new products and sends them to a select group of 25 individuals whose skin concerns match the product's intended use case. This iterative process, moving from idea to production in just six months, ensures that Horace’s offerings are constantly refined based on real-world needs and preferences. This responsiveness, combined with a commitment to natural ingredients and high-performance formulations, builds trust and loyalty.

Ultimately, Horace’s success stems from its unwavering dedication to making men "feel good about themselves." This extends beyond merely physical appearance to encompass a sense of ease, confidence, and self-care. By simplifying the language of beauty, offering effective yet unfussy products, embracing diversity in its messaging, and fostering genuine customer engagement, Horace has created a model for accessible men's skincare that is both commercially successful and genuinely empowering. It exemplifies how a brand can achieve cult status by prioritizing clarity, efficacy, and genuine connection over industry jargon and superficial trends.

The Global Ambition: Horace's Expansion Beyond France

Horace's decade of success in France, culminating in its position as the leading men's skincare brand and a rapidly growing fragrance line, has naturally propelled the company towards international expansion. The opening of its sleek London outpost in Covent Garden marks a significant step in this global ambition, serving as a physical touchpoint for a brand that has largely built its presence through a robust online platform and direct customer engagement. This expansion is not merely a geographical diversification but a strategic move to tap into evolving male grooming markets worldwide, particularly in regions that mirror the progressive attitudes seen in France regarding self-care.

The UK market, in particular, has shown a strong affinity for Horace's philosophy and products. Marc Briant-Terlet notes the surprising popularity of certain items, such as under-eye masks, among British men, indicating a readiness for more specialized skincare. This receptiveness validates Horace's core premise: that men, when presented with effective, unintimidating, and inclusive options, are keen to integrate more comprehensive self-care routines into their lives. The brand's best-selling SPF30 moisturiser in the UK further underscores this point, highlighting a practical demand for multi-functional products that simplify the daily regimen while addressing essential needs like sun protection.

Horace's global strategy extends beyond simply opening new stores. It involves replicating its successful direct-to-consumer model in new territories. This means maintaining the close dialogue with customers that has been instrumental in its French market dominance. By leveraging online channels, particularly social media platforms like Instagram, Horace can continue to gather real-time feedback and adapt its offerings to local preferences. This agile development cycle, capable of bringing a product from concept to market in six months, is a critical asset in navigating the diverse and fast-paced international beauty landscape. It allows Horace to respond quickly to regional demands, consumer trends, and ingredient availability, ensuring relevance and resonance across different cultures.

The brand's unwavering commitment to inclusivity and authenticity also positions it strongly for global appeal. In many markets, traditional, overtly masculine grooming campaigns are becoming increasingly outdated and less effective. Younger generations, in particular, are drawn to brands that reflect diverse identities and promote a broader, more nuanced understanding of masculinity. Horace's messaging, which champions simple efficacy and self-care without resorting to cliché, aligns perfectly with this evolving consumer mindset. By featuring a wide array of men in its advertising and focusing on genuine skin concerns rather than aspirational, often unrealistic, lifestyle images, Horace creates a universal appeal that transcends cultural boundaries.

Furthermore, the emphasis on natural ingredients and straightforward formulations is a powerful differentiator in a global market increasingly conscious of product safety and environmental impact. Consumers worldwide are scrutinizing ingredient lists more closely, seeking transparency and preferring products that are gentle, effective, and sustainably sourced. Horace's dedication to formulas that are at least 95% naturally derived, utilizing ingredients like prickly pear oil and red ginseng, taps into this growing demand for clean and mindful beauty. This commitment not only enhances the brand's ethical appeal but also simplifies its message, making it easy for consumers to trust and understand its offerings regardless of their native language or prior skincare knowledge.

The success of Horace's fragrances, particularly the Rose, Oud, and Noir scents, also points to its potential for international growth. Fragrance is a highly personal category, yet Horace has managed to create popular, distinctive, and easy-to-wear scents that avoid the aggressive branding often seen in men's cologne advertising. This suggests an ability to craft products that appeal to a sophisticated and modern male consumer who values quality and understated elegance.

As Horace expands its footprint, it is likely to continue its dual approach of strategic retail presence in key cities, serving as brand beacons, coupled with a robust e-commerce platform that ensures global accessibility. This integrated strategy, combined with its strong brand identity rooted in simplicity, efficacy, and inclusivity, positions Horace not just as a French success story, but as a formidable contender in the global men's grooming market, ready to redefine how men approach self-care worldwide. The London store is merely the first chapter in what promises to be a much larger, internationally recognized narrative.

FAQ:

Q1: What sets Horace apart from other men's skincare brands? A1: Horace differentiates itself through its core philosophy of simplicity, efficacy, and inclusivity. Unlike many brands that rely on hyper-masculine marketing or overly complex scientific jargon, Horace offers straightforward, easy-to-use products with predominantly natural ingredients. Co-founder Marc Briant-Terlet built the brand on the idea of making skincare accessible to everyone, focusing on real concerns without condescension or unnecessary theatrics, and actively featuring diverse representation in its imagery.

Q2: What kind of ingredients does Horace use in its products? A2: Horace prioritizes natural ingredients, with many formulas being at least 95% naturally derived. Common ingredients include prickly pear oil, murumuru butter, red ginseng, sapote butter, and binchotan charcoal. Even their cleansers utilize coconut-derived surfactants, ensuring a gentle yet effective cleanse without stripping the skin. The brand focuses on ingredients known for their tangible benefits, ensuring high performance while maintaining a natural profile.

Q3: How does Horace develop new products? A3: Horace employs a unique direct-to-consumer ideology in its product development. Rather than traditional focus groups, they engage directly with customers, often through social media DMs, and maintain a database of over 6,000 clients with detailed skin concerns. When prototyping new products, samples are sent to 25 individuals whose needs align with the product's function. This iterative process allows Horace to develop and launch new products rapidly, typically within six months from idea to production, ensuring they are highly relevant and effective for their target audience.

Q4: Where can I buy Horace products? A4: Horace products are available at 19 physical stores across France. The brand has also established an international presence with a store in London's Covent Garden. For global customers, all products can be purchased directly from their official website, offering convenient worldwide shipping.

Q5: Are Horace products suitable for men new to skincare routines? A5: Yes, absolutely. Marc Briant-Terlet emphasizes that Horace products are specifically designed for men who may be new to skincare. The brand's focus on "high-quality simplicity" means products are intuitive, easy to understand, and integrate seamlessly into a daily routine. They avoid complex steps and intimidating language, offering straightforward solutions for common concerns like dryness, blemishes, and sun protection, making it easy for beginners to start their skincare journey. Multi-functional products, like their SPF30 moisturiser, further simplify the process.