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June 05, 2019 4 min read


ManBasics was recently highlighted in The Conroe Courier here.

You can follow the link or read it here in its entirety.


A new business in Montgomery County that’s maximizing on minimalism for men is ready to launch a new line of custom-made beard oils and crown the king of beards.

ManBasics, which blends its all-natural but manly essential oils at Southern Star Brewery in Conroe, will kick off its brand launch party at 7 p.m. on June 6 at Genuwine Tasting Room. The event will feature a competition open to anyone willing to vie for the title of “Best Beard in The Woodlands,” with live music by Marcus Eldridge, an extended happy hour, select-half priced wine bottles, products, and prizes. The stiff-beard competition will start at 8:30 p.m. and be judged by a former Houston Rockets Power Dancer.

"Of course, there will be plenty of fun for our un-bearded brethren", said CEO and Co-Founder Damon Henrichs said. "Whether you have a beard or not there will still be great wine, great music, and a great time."

The event will also officially present the ManBasics brand’s three new cocktail-inspired beard oil blends, which were handcrafted while rocking out to Led Zeppelin. The “Mojito” beard oil fills the scruff with the scent of mint and lime, “Fireball” offers loads of cinnamon, while “Whiskey Old Fashioned” gives consumers a taste of Sandalwood to mimic the oak barrel aged whiskey, and orange essential oil.


The oils do not contain or have the smell of alcohol, but instead contain ingredients like Rosemary. The organic ingredient aims to offer a more effective ingredient than chemical ingredients such as minoxidil to enhance the scent and promote beard growth, Co-Founders Henrichs and Tobe Bashor said.


“Our beard oils use nothing but all-natural ingredients. We leave out the fake ingredients and stick to the basics” Bashor said. “The amazing scents come from natural essential oils, not chemical fragrances. Our amazing scents are what really set us apart from other beard oils”.


The products, which are 100 percent oil and have a shelf-life of about 18-months, cost about $15 each are currently being tested and sold at seven locations in Montgomery County and Harris County through a partnership with Tune Up: the Manly Salon. The business partners say the products will soon be available for purchase online with free shipping for about $20 through the ManBasics website and they are currently working on or considering a non-scented beard oil, a line of beard balms, a coffee scrub, deodorants, beard brushes, combs, and soaps.


ManBasics is the brainchild of two longtime business partners, Henrichs and Bashor of The Woodlands, who believe men do not need most of the extra products in grooming sets such as a kit with 10-plus tools for nails.


After seeing such a kit while on a business trip in China, Henrichs had the idea to sell a product that focused only on the basic needs a man would have — a three-piece grooming set for men. He reached out to Bashor, who he has worked with for over 20 years in the print industry at ABI Digital Solutions in Conroe, about the idea and the two tossed around the business name on a trip to San Antonio. The first product sold in 2017 and the business was incorporated in October 2018.


ManBasics sold 3,000 products the first year with more than 75 percent sold in the fourth quarter, including to women who purchased the sets as stocking stuffers for their husbands. The next year the company sold 5,000 products with similar results.


“We realized the brand was resonating, the idea of minimalist was resonating, and that is when we knew this could be a business,” Henrichs said. “Two years running now it has just been insane for Q4. “Both years, before the season was over, we had run out of product.”


Since then, the business has evolved to offer more products focused on keeping it simple, such as trimmers, toiletry bags, shampoo and conditioner. While experimenting with shampoo and having a conversation with Tune Up, the business partners decided to give beard oils a shot. The product appears to be growing on consumers as this past week, “Whiskey Old Fashion” sold out within two days at one location.


Although ManBasics does not currently have a physical location or feel the need for it at this time, as it continues to find success the co-founders are interested in adding more products, employees and a production facility. They are interested in more partnerships moving forward—and already have the domain to expand with a new, similar basic line of products for women--ChickBasics.


“Our hope is to definitely to continue building our brand.” Henrichs said.


R.S.V.P.'s can be made to Genuwine Tasting Room at 832-934-CORK (2675)

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