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Wax on, wax off: The Moustachio man

As you can see, Moustachio Co. founder Rab Heath (you may recall his name from a previous venture featured in Idealog, Boxedthrough) walks the talk. It’s an up-and-coming brand devoted solely to facial hair grooming, with products handmade by moustachioed guys for moustachioed guys. We asked Heath to give us the lowdown.

In a nutshell, what does Moustachio do? 

Twizzled handlebar moustaches and glorious beards are a rare and valuable commodity, Moustachio Co. makes the finest moustache wax and facial hair grooming products the world has ever seen. 

Who are your customers?

Discerning gentlemen that have come to a point in their life where they’ve decided it’s time to grow themselves their very own face beast. These men recognise the need for quality over quantity and that a little goes a long way. We sell to wide range of customers throughout New Zealand and as far afield as Europe.

And who are your competitors?

There are quite a number of options out there for a  man with a fine moustache. Not all wax is the same, some have a firm long lasting hold (something we specialise in), while others are a bit softer, it’s important you get the best wax for you.

The main competitor worth mentioning is a great little mo wax company down in Wellington called Mo Town Moustache Wax. Internationally, there is: Firehouse Moustache Wax, Foad Wax, Captain Fawcett’s Moustache Wax, Can You Handlebar and Pinaud Clubman Moustache Wax to name just a few.

moustachio co idealog

How do you market the brand?

Last year we partnered up with Movember New Zealand and supplied them with a big batch of moustache wax for their loyal Mo Bro fundraisers. We also sponsored the Auckland Mo-Hunt in 2013. Currently we are building stronger relationships with local barbers around the country, because what better place to get some wax than your friendly local barber? We also advertise through online channels such as Adwords, Bing and Facebook.

The biggest business lesson we’ve learned so far is…

Reaching out and creating relationships with people and companies who are in the big leagues can have huge run on effects for your business. But it’s important that when you make contact with these people, you do it with the intention of having and building a genuine relationship with them. Taking an authentic stance with people will create far greater opportunities in the long run for your business. Don’t look at people to get something out of them, rather, look at what your product and service can do for them. Intention is everything. 

Our philosophy is…

To make life easier for men who appreciate their fine facial hair, by providing the best quality products on the market and continuously innovating in this space. We are always looking at ways we can get better at what we do. If our wax is too strong for example, we want to hear about it! We are an open book, we will tailor and create new product for our customers – just ask.

What lies ahead for 2014?

The real exciting news for us comes in the form of Moustachio Co.’s secret R&D arm who are currently developing some glorious new beard wax and cream for our bearded brothers, watch this space! We have also been building relationships with barber shops in Europe and Australia who are looking at stocking our product.

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