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Behind the Brand : Altr for Men

Behind the Brand : Altr for Men

Altr for Men is a UK based skincare brand aiming to help men overcome skin problems.

April 8th, 2018

Altr for Men is a UK based skincare brand aiming to help men overcome skin problems. Their lead product, Face Fix, is a form of concealer re-formulated for male skin, to cover up any pesky spots or dark under-eye circles.

Here, we go behind the brand to find out more…

When did you launch the brand and what was the reason behind it?Altr started trading in March 2017 after more than 15 months development. I started the brand during university. I was plagued with acne all through my teens and early 20’s – ultimately a time when personal appearance is critical. As I struggled to find a cure for the problem at Uni a friend suggested I try a bit of her concealer to cover the problem area. While in theory it should have been an excellent idea, on application the formula was the wrong shade, I had trouble applying it and it wouldn’t stay put. This spurned me on to find a men’s brand equivalent that would conceal and help with my skin but my search proved fruitless. From there I decided to create my own range and Altr was born…

Whats your background?
I’m fresh out of a history degree at Warwick University, so Altr’s a bit of a change from that!

If you could start over with the business, would you do anything differently?
For sure! I think a big part of business, especially when you’re starting out in a new field like I am, is about trial and error. You’re bound to make a few mistakes but it’s about learning from them and moving forward.

What is the hardest challenge you have faced since you started the company?
One of the toughest challenges we’ve faced actually came before I even started the company. Trying to find a manufacturer for our products was a tough, drawn out process. Finding a manufacturer who can cater to the needs of a small startup with limited funds was difficult, with many having extremely high minimums. Thankfully, after around 100 different calls and emails we found a great manufacturer to produce our products!

Where do you plan on taking the brand in 2018?
2018’s going to be a big year for Altr. Our primary aim is to expand the product line to create more awesome products for our customers. We’re looking at introducing additional shades of Face Fix, as well as a new cosmetic product and a new skincare product.

To date, what has been the highlight since launching?
I wouldn’t say there’s been one “highlight” per say, rather the best moments I’ve had are when we get people messaging us, or leaving reviews on Amazon, telling us how much our products have helped them out. That gives me the greatest personal fulfilment and is what will ultimately lead to our business becoming more and more successful.

Which city do you feel most at home in, London, Paris or New York?
London, it’s where I live! I’ve been lucky enough to visit all three cities, but what makes London unique is it’s cosmopolitan nature and abundance of green space.

Best thing about London to you?
Just the fact it’s where everyone and everything is nowadays.

If you had to, what piece of clothing from your wardrobe would you wear everyday?
My cap, just to avoid having to do my hair!

Most memorable piece of advice given to you?
You’re going to fail a lot before you succeed!

If you could spent 24 hours in anywhere in the world, where would it be?
I’ve wanted to go to Tokyo for a while now, so i’ll say there!

In future, how do you plan on expanding the company?
We’re now preparing our business for a second fundraising cycle, likely to take place around September. We’d like to have a full skincare and cosmetics range by the end of 2019 and be able to challenge the biggest players in the market.

Find out more…
You can check out our website at altrformen.com or follow us on instagram @altrformen.

Laura Bartlett

Laura Bartlett

Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.