Two brothers from Dubbo, Australia, have successfully entered the U.S. skincare market less than a year after launching their brand aimed at men in the trades industry. Beau London, 26, and Zac London, 31, established Frase Skin in May 2023, focusing on products designed for male tradies, including clay masks, moisturizers, and sunscreen.

The brand quickly gained traction, achieving $5.5 million in sales by targeting a niche overlooked by mainstream skincare companies. Beau London described their straightforward approach to marketing: encouraging men to use simple skincare products to maintain a youthful appearance without compromising their rugged image.

Early financial support came from a small group of investors within the trade sector, enabling Frase Skin to grow rapidly. This backing paved the way for the brand’s launch on Amazon Prime in the United States this month, marking a significant milestone for the company. Frase Skin chief executive Matthew Collett noted that the London brothers are currently in the U.S. creating promotional content and building brand awareness. To celebrate their American debut, the company secured a billboard advertisement in New York City’s Times Square.

In addition to external investments, Frase Skin has raised more than AUD 851,000 from 301 individual investors through a recent crowdfunding campaign on the platform OnMarket, further supporting its expansion plans.

The idea for the brand originated when Beau London discovered his mother’s pink clay mask and tried it himself to cleanse his face. Finding no male-oriented skincare products suitable for tradies during a supermarket visit, Beau persuaded his older brother to try the product as well, which led to the realization that there was an untapped market for a straightforward, masculine skincare line.

The brothers confirmed they are currently in discussions with an Australian supermarket to carry their products, signaling potential growth in their home market as well.