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Hawthorne was born from a keen consumer perspective—both founders being avid users of personal care products themselves. Their goal was to offer products designed with men's specific skin types, hair types, and body chemistries in mind. But more than just creating effective products, they aimed to reshape the shopping experience for men, making it more accessible and less intimidating. Traditionally, grooming markets had been dominated by high-end department stores or specialty perfumeries, places where men often felt out of place or unsure of what they needed.