Most men’s grooming brands stop at the skin, but Louis Watkins is building one that goes further. Clear For Men is the purpose-driven grooming brand putting wellbeing at the heart of every bottle, turning a daily facial cleanser into a daily reminder to pause and take five for yourself.
Louis’ belief that skincare could do more than cleanse didn’t go unnoticed, at the Breakout Beauty UK Finale, Louis walked away with not one, but two awards: the Impact Award and the One to Watch Award.
With 15% of every profit donated to CALM and Mind, Clear For Men is proof that great products and genuine purpose don’t have to be mutually exclusive.
We sat down with Louis to talk about his biggest challenges building Clear For Men, his advice for founders who want to do well by doing good, and his unpopular opinions about the beauty industry.
What do you do and why is it great?
I’m the founder of Clear For Men – a British skincare brand on a mission to tackle the stigma around male mental health, one bottle at a time.
Clear For Men is great because not only are we helping men to feel more confident in their skin, but we’re encouraging conversations around male mental health. Plus, 15% profits from every sale are donated to CALM and Mind.
What’s the ambition for the company?
My ambition for Clear For Men is to be a worldwide brand, with a full-range of products that are helping men to feel more confident. I also want to build a global community that helps men see that they’re not alone.
What’s one hack, tip or secret you’d pass on to other founders in your sector to scale?
YOU ARE YOUR USP. Storytelling will be your best friend.
What are the biggest challenges in being a founder in your sector?
I think the biggest challenge with being a founder in this space is that it takes a significant amount of time to build the credibility behind your product – so patience really will be your best friend. It’s all about slowly but surely building your community!
How did Breakout Beauty UK change the direction of your business?
Breakout Beauty UK opened up doors for me that I never thought were possible, especially considering where I am on my business journey.
I also believe in myself more, and being on the BBUK programme has helped me to believe that I really can build a brand that will stand the test of time.
My revenue goal is 10x of 2025, and I’d have to say that that belief has come from having the support of the BBUK team, and the incredible cohort.
What does no one tell you about being a founder?
That it will take so much longer than you think before seeing the results. When I first started Clear For Men, I sold 31 units in the first 11 months, and it took 3 years before I made my 1000th order.
What one piece of advice would you give to any founder starting a business?
Do not compare your journey to anyone else. Take it all day-by day. Enjoy the journey as much as you possibly can, and ask for help whenever you need it – there is no such thing as a stupid question!
What’s your unpopular opinion about the beauty industry?
It’s probably a very unpopular opinion, but I don’t believe in the industry being ‘too saturated’. Despite there being loads of brands available in the beauty industry, I believe that, provided you build a strong community, there is room for every brand.
Collaboration over competition every day.
What do you do differently to most founders in your space?
Clear For Men is mission-driven, so the thing I do differently to other founders in the male skincare space is lead with my mission. I don’t want people to purchase Clear For Men on impulse – I want them to understand my story, as it helps them to see that Clear For Men is so much more than ‘just a facial cleanser’.
I also go LIVE on social media often, which helps me strengthen my relationship with my community.
What’s one decision you made early on that changed everything (good or bad)?
I decided to fulfil all orders in-house instead of using a 3PL to provide that personal touch, and cut costs by nearly 20%.
What do you do to handle stress, overload or burnout?
I talk to other founders around me about what I’m going through. In the past 5 years, I’ve come to realise that if I’m going through hardship, chances are someone else around me has experienced it too. It’s so important to talk, and I find it helps me see I’m not alone.
Recommendations
🎙️ The one podcast you’d recommend to founders: Big Business by Brittney Saunders. I either learn something new, or it reassures me that I’m getting there, it’ll just take time.
📚 The one book you’d recommend to founders: Shoe Dog by Phil Knight. A GREAT book that really teaches the art of storytelling, patience and resilience. It’s also a reminder that even the world’s biggest brands start somewhere.
Where to find Clear For Men
Watch Louis’ pitch 👇
