What's Happening?
Chris Salgardo, founder and CEO of the skincare and grooming brand ATWATER, recently shared insights into his career transition from a long tenure in corporate beauty, including nearly two decades at Kiehl's, to launching his own brand in 2022. Salgardo, who
previously served as president of Kiehl's, emphasized the significant differences and challenges involved in starting a new brand compared to managing an established one within a large corporation like L'Oréal. He highlighted that ATWATER was conceptualized to be an 'intelligent brand' offering choice and effective, vegan, and fragrance-free products for both men and women. The brand's name, ATWATER, is inspired by his father's hometown in California and his experiences riding a motorcycle across America, aiming to celebrate the country's small towns and appeal beyond coastal markets. Salgardo launched ATWATER with 10 SKUs, focusing on providing tailored solutions for different skin types, a strategy he believes is often overlooked in the men's skincare market.
Why It's Important?
Salgardo's journey underscores a growing trend of experienced corporate executives venturing into entrepreneurship, bringing a wealth of industry knowledge but facing new hurdles. His decision to leave a 'rock star job' at L'Oréal to build ATWATER reflects a personal drive to create a brand aligned with his vision, emphasizing product efficacy and customer connection. This move is significant for the U.S. beauty industry, particularly in the men's grooming sector, which Salgardo notes is still evolving beyond basic aftershave. By focusing on diverse skin needs and high-quality ingredients, ATWATER aims to elevate the standard for men's skincare. His experience also highlights the financial and operational realities of launching a new brand in a competitive market, where being 'well financed' and having a strong support network are crucial for success. The brand's upcoming launch in major retailers like Saks Fifth Avenue and Neiman Marcus indicates its potential to capture a significant share of the premium grooming market.
What's Next?
ATWATER is set to expand its retail presence with launches at Saks Fifth Avenue and Neiman Marcus in the coming weeks, building on its existing retailer relationships. Salgardo plans to continue developing new products, with a focus on strategic additions that align with the brand's core mission of providing effective skincare and grooming solutions. He mentioned a pipeline of products, including a beard oil launched last year, a mineral sunscreen, and a cleansing gel, with the first hair product also on the horizon. Salgardo also expressed a desire to re-engage with philanthropic efforts, such as motorcycle rides for causes like AIDS/HIV and breast cancer, leveraging his platform to raise money for others. His ongoing learning and adaptation, particularly regarding social media platforms like TikTok, suggest a continuous effort to evolve ATWATER's marketing and reach.
Beyond the Headlines
Salgardo's narrative delves into the deeper motivations behind entrepreneurial pursuits, highlighting the importance of courage and personal fulfillment over traditional career paths. His emphasis on building a brand with a genuine story and a clear point of view, drawing from his extensive experience at legacy brands like Kiehl's and Chanel, speaks to the enduring value of authenticity in consumer markets. The discussion about the challenges of starting a new brand, including financial demands and the need for a strong 'board of directors' for mentorship, offers a candid look at the emotional and practical realities of entrepreneurship. Furthermore, Salgardo's commitment to creating products that serve diverse needs and avoid stereotypes in men's grooming reflects a broader cultural shift towards more inclusive and sophisticated approaches to personal care, moving beyond simplistic notions of masculinity in the beauty industry.
