Draft:Tiege Hanley

Skincare company for Men From Wikipedia, the free encyclopedia

Tiege Hanley is an American men's skincare company headquartered in Chicago, Illinois. Founded in 2016, the company primarily operates as a direct-to-consumer (DTC) brand selling subscription-based skincare systems designed and formulated specifically for men. Its stated mission is to "Help all men look and feel amazing" through "uncomplicated skin care for men" — affordable, easy-to-use products that remove the complexity and confusion often associated with the skincare industry.[1]

Contents

  1. History
  2. Name and Origins
  3. Founders
  4. Business Model
  5. Products
  6. Marketing and Influencer Strategy
  7. Retail Expansion
  8. Reception and Reviews
  9. Competitors
  10. References

History

Tiege Hanley was founded in 2016 in Chicago, Illinois. The concept originated when co-founder Kelley Thornton walked through the skincare aisle of a department store and was struck by three observations: that most men have limited knowledge of skincare, that men's skincare products are unnecessarily complex and confusing, and that the products are often prohibitively expensive.[2] Drawing on nearly two decades of corporate marketing and brand management experience, Thornton set out to create a simplified skincare solution for men.[3]

Thornton recruited his University of Connecticut college roommate Rob Hoxie, a software industry entrepreneur, to co-found the company and help build its technology infrastructure. The pair then brought in Aaron Marino — a men's lifestyle YouTuber known online as "Alpha M" — as a third co-founding partner, giving the brand immediate access to a large and engaged male audience.[2] A fourth partner, known publicly only as "The Chemist," joined the team after a meeting on a golf course. With over 35 years of experience formulating products for major skincare brands, The Chemist serves as Tiege Hanley's master formulator and has chosen to remain anonymous.[2]

The company launched its initial product line as a subscription box service, offering tiered skincare "systems" (Level 1, Level 2, and Level 3) at introductory monthly prices.[2] In 2020, the company introduced a custom subscription builder called "Level YOU," allowing customers to assemble their own product combinations.[4] In December 2021, Tiege Hanley began selling individual products à la carte, both with and without a subscription, expanding access beyond its original systems-only model, describing the change as an exercise in "customer empowerment."[4] By late 2021, the company updated its pricing model in response to rising business costs, while maintaining its positioning as one of the more affordable options in the premium men's skincare market.[5]

In 2024, Tiege Hanley began expanding its retail presence, with products appearing at Nordstrom Rack and other select retailers, such as Meijer.[6] In 2025, the company announced a larger expansion through a partnership with CVS Health, placing products in over 4,600 stores nationwide.[7]

Name and Origins

The name "Tiege Hanley" comes from Kelley Thornton's family history. While examining a family Bible that had been passed down through generations, Thornton discovered a list of relatives' names. One name stood out: Tiege Hanley, a distant ancestor.[8] The surname Hanley traces back to Gaelic Ireland, where it is said to carry the meaning "champion." Historians have linked the Hanley lineage to the royal house of O'Conor — traditionally identified as the last High Kings of Ireland — and to families known as leaders, warriors, and skilled archers throughout Irish history.[8] Thornton chose the name to honor this heritage and instill the brand with a sense of identity, legacy, and purpose.[8]

Founders

Kelley Thornton (Co-Founder and CEO) spent approximately 19 years working in corporate America in marketing and brand management roles before founding Tiege Hanley. He had previously launched a company called Purchase Point in 2009, which he has described as a formative entrepreneurial experience.[9] Thornton conceived the idea for Tiege Hanley after his department store skincare aisle observation.[10]

Rob Hoxie (Co-Founder and President) is a software industry entrepreneur and Thornton's former college roommate at the University of Connecticut. Hoxie contributed the technical and operational expertise needed to build the company's e-commerce and subscription platform infrastructure.[10]

Aaron Marino (Co-Founder) is a men's lifestyle expert, image consultant, and YouTube personality widely known by his online alias "Alpha M." Marino began his YouTube channel in 2008, focusing on men's style, grooming, fitness, and personal development, and has grown his audience to approximately 7 million subscribers with billions of cumulative views.[11] He is also the founder of Pete & Pedro, a men's haircare brand, and appeared twice on the television program Shark Tank — once with his Alpha M Style System (Season 4) and again with Pete & Pedro (Season 7).[12] Marino joined Tiege Hanley in 2015, before the brand's official 2016 launch, becoming a full equity partner rather than a paid spokesperson.[13]

"The Chemist" (Co-Founder) is an anonymous fourth partner who serves as the company's master formulator. With more than 35 years of experience formulating products for some of the industry's top skincare brands, The Chemist created Tiege Hanley's proprietary product formulations. He has elected to remain publicly unnamed.[10]

Business Model

Tiege Hanley operates primarily as a direct-to-consumer (DTC) company, selling products through its own website, tiege.com, rather than through traditional retail intermediaries.[14] Its core commercial model is built around subscription-based skincare systems, delivered to customers on a recurring monthly basis.

The company's tiered membership program rewards long-term subscribers with escalating benefits. New members receive surprise gifts during their first 12 orders, a 20% discount on autoship orders, and discounted one-time purchase pricing. Customers who complete 12 subscription orders achieve "VIP" status, gaining free shipping on all orders and the ability to send free starter boxes to friends. Those who reach "Emerald VIP" status unlock additional discounts and early access to new product launches.[15]

In 2020, Tiege Hanley introduced a "Level YOU" custom system builder, allowing subscribers to create personalized product combinations rather than being limited to preset bundles.[16] The company began offering individual product purchases — both with and without a subscription — in December 2021.[16]

The company has reported annual revenues of approximately $9 million and employs between 11 and 50 people.[14] Tiege Hanley has not raised any outside venture capital or institutional funding, operating as a self-funded enterprise.[17]

Products

Tiege Hanley's product line is organized around the concept of curated, routine-based skincare systems. Products are designed to work together as a complete regimen rather than as standalone items.[18]

The foundational Level 1 (Essential Routine) system includes a daily face wash (WASH), a morning moisturizer with SPF 20 protection (AM), a nighttime moisturizer (PM), and a bi-weekly exfoliating scrub (SCRUB). The Level 2 system adds an under-eye cream targeting crow's feet and dark circles. The Level 3 system expands further to include an anti-aging serum (SUPER SERUM).[18][19]

Beyond the core tiered systems, the company has expanded its catalogue to include additional products such as clay masks, a retinol stick, a lip balm, body powder, body wash bars, and a product called "Look Good Drops" — a skin-brightening booster designed to be mixed into a moisturizer.[20] The company also offers a specialized TiegeClear™ Acne System, developed as a comprehensive routine for men with acne-prone skin.[21]

All Tiege Hanley products are manufactured in the United States.[22] The company has also noted a commitment to sustainability, with recycling initiatives that, according to co-founder Aaron Marino, cost the company more money but are considered worthwhile investments.[23]

Marketing and Influencer Strategy

Tiege Hanley's marketing strategy has been heavily anchored in influencer partnerships, a model pioneered from the brand's inception by co-founder Aaron Marino and his Alpha M YouTube platform.[24] Marino's involvement gave the brand immediate organic reach to millions of male viewers who trust his grooming and lifestyle recommendations.[25]

The brand has extended this strategy through a formal affiliate and influencer program, offering commissions on sales generated through content creator referral links, along with performance bonuses and free product access.[26] The company has accumulated over 30,000 five-star customer reviews.[26]

Tiege Hanley also employs a personalization quiz on its website, which guides new visitors through five questions to identify the most appropriate skincare system for their skin type and age, and typically offers a discount code on the first purchase as an incentive to convert.[27]

Retail Expansion

Tiege Hanley began as an exclusively online, direct-to-consumer brand. In 2024, the company began expanding into physical retail, with products listed at Nordstrom Rack.[28] In 2025, the company announced a larger partnership with CVS Health, bringing its products to over 4,600 CVS store locations nationwide — a significant strategic shift toward omnichannel retail.[29]

Reception and Reviews

Tiege Hanley has generally received positive coverage from men's grooming and lifestyle publications. Reviewers have frequently praised the brand's accessibility, simple product instructions, and the efficacy of core products such as the face wash and exfoliating scrub.[30][31] Critics and some customers have noted that subscription bottle sizes can run out faster than expected relative to the cost, and that some moisturizers may leave skin appearing slightly oily depending on skin type.[31]

The brand's subscription model has been noted as both a strength — encouraging routine adherence and offering cost savings — and a potential point of friction for customers who prefer one-time purchases. The 2021 introduction of à la carte purchasing addressed some of this friction.[32]

Competitors

Tiege Hanley competes in the men's grooming and skincare market against a broad range of brands. Its primary competitors include:

  • Harry's — a DTC men's grooming brand known for razors and skincare
  • Dollar Shave Club — a subscription-based men's grooming service (acquired by Unilever in 2016)
  • Scotch Porter — a men's grooming brand targeting a multicultural audience
  • Lumin — a men's skincare brand founded in 2018 by Pangaea Holdings (which also owns grooming tools brand Meridian), offering subscription-based skincare systems with an emphasis on addressing dark circles, breakouts, and dryness. In 2023, Lumin underwent a rebrand to expand its product range and adopt color-correcting technology tailored to men's skin.[33]
  • Geologie — a men's skincare brand founded in 2018 by Nick Allen and Dave Skaff, with a focus on personalized skincare regimens tailored through a diagnostic quiz. Geologie expanded its branding to be gender-neutral in mid-2021, and is distributed through its DTC website as well as Amazon.[34]
  • Caldera + Lab — a premium men's skincare brand founded in 2019 by Jared Pobre, positioning itself at the higher end of the market with botanically-derived, clinically-tested formulations. In 2024, Caldera + Lab raised $6 million in Series A funding from HIPstr, the early-stage investment arm of HighPost Capital.[35]
  • Curology, Otis Skincare, Vitaman, and Polished — premium or prescription-based skincare alternatives for men

Tiege Hanley differentiates itself through its focus on simplicity, its tiered subscription system, its influencer-driven community, and its domestic manufacturing.

References

References

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