Horace Opens First US Pop-up at MOMA Design Store, Expanding Men's Grooming Market

What's Happening?

Horace, a French men's grooming brand, has launched its first U.S. retail location at the MOMA Design Store in New York's SoHo district. The pop-up store, which opened after the space's refurbishment, features 28 core products including beard shampoos and face serums, alongside four co-branded limited edition items. Marc Terlet, co-founder and CEO of Horace, emphasized the brand's innovative approach to selling grooming and fragrance products in unexpected locations. Horace, known for being the first men's beauty brand at Galeries Lafayette in Paris, also operates stores across France and the UK, and is available in Monoprix. In 2023, the brand reported sales of $21 million.

Why It's Important?

The opening of Horace's pop-up store in New York signifies a growing interest in men's grooming products in the U.S. market. This expansion reflects a broader trend of increasing acceptance and demand for premium skincare among men. The move could influence other brands to explore similar opportunities, potentially reshaping the men's beauty industry landscape. As men become more open to using grooming products, brands like Horace are well-positioned to capitalize on this shift, potentially leading to increased competition and innovation in the sector.

What's Next?

Horace's entry into the U.S. market may prompt other international grooming brands to consider similar expansions. The success of this pop-up could lead to more permanent retail locations and collaborations with other high-profile retailers. Additionally, the brand's performance in the U.S. could influence its strategy in other markets, potentially accelerating its growth and presence in the global beauty industry.

Beyond the Headlines

The launch of Horace's pop-up store at a prestigious location like the MOMA Design Store highlights the cultural shift towards normalizing men's grooming. This development may encourage more men to explore personal care products, challenging traditional gender norms and expanding the definition of masculinity. The trend towards premium grooming products also raises questions about sustainability and ethical sourcing, as consumers increasingly demand transparency and responsibility from brands.