![]() In a short time, Meridian has been quickly adopted and celebrated in the category and its sales are outpacing Lumin’s over a comparable period. We’re here to help fight the stigma, improve education around grooming benefits, and provide a solution for “down-there” care with precision-grade products. The discussion has mostly been centered around gender norms and expectation, with personal grooming outside of the context of getting a haircut seen as less masculine. Men’s “down-there” care has historically been a taboo conversation topic in American culture. In our market research we found that guys felt underserved for products built for trimming and shaving “down there.” Piggybacking on our success with Lumin, we launched our next brand, Meridian Grooming, a premium grooming company dedicated to helping men groom below the waist. More men are becoming regular users of everything from face masks to eye serums and more. Statista projects that the global market will hit $66+ billion by the end of 2020 and above $70 billion in 2021. The modern man is taking a keen interest in feeling and looking better than he has before. We moved into hair and body care with the April 2020 launch of our first men's shampoo, conditioner, scalp treatment and body wash. Since launch, the brand has experienced YOY growth over 100%, rationalizing our drive to expand the product offering.
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