STUFF™, a new purpose-driven personal care brand, is out to redefine the industry by keeping the grooming process simple for men while reflecting a modern world minus the toxic stereotypes.
“Right now, it’s a pretty confusing time to be a man with mixed messages coming from every direction. So alongside creating high-quality products, our goal for STUFF™ is to support men as they navigate a new era of masculinity. We want to create a movement of men living a life of connection, purpose, and positive impact,” explains STUFF™ Founder and CEO Hunter Johnson.
Johnson coined the idea four years ago when he was sitting in a Melbourne café with his best mate, reminiscing about brands they grew up with.
“The only ads for men we could recall featured guys spraying themselves with excessive amounts of chemical-ridden deodorant, causing flocks of gorgeous women to chase after them. Despite using the same deodorants since we were 13, neither of us had been chased once,” said Johnson.
Johnson said they saw a massive opportunity to create a brand that represented a more modern, authentic masculinity, and one that was built with social impact at its core.
STUFF™ veers away from the chiselled abs and power suits or any of the outdated stereotypes. Instead, STUFF™ provides men with the opportunity to align with a contemporary brand and movement that reflects them and their values, and portrays a range of masculinity.
Australian-made, vegan friendly and pleasantly fragranced by essential oils, the STUFF™ product range is honest, approachable, and a bit cheeky – men won’t find any weird ingredients or 10-step routines.
STUFF™ is launching with a line-up of everyday essentials, all supercharged with fresh ‘n spicy botanicals, including STUFF For Your Pits, STUFF For Your Face, STUFF For Your Head & Body, and a range of kits including the popular STUFF Squad Bundle, which includes one of every product for a full shower upgrade.
As consumer brands continue to shape culture, Johnson says there is a significant opportunity for STUFF™ to help tackle the escalating crisis around masculinity.
“We know that suicide is the country’s leading cause of death for guys aged under 45; one in five boys will experience mental illness before the age of 18, and family violence kills at least one woman every week. We believe this is preventable if we invest in initiatives that allow men to break free of limiting constructs and express themselves more freely,” he explains.
Those who want to join the journey championing healthy masculinity may visit STUFF’s website or check out their Instagram, @followthestuff.
Johnson is also Founder and CEO of The Man Cave, a leading emotional intelligence charity for young men that has been endorsed by The Royal Family. The Man Cave is also a major shareholder in STUFF™.
“Together, we exist to help guys become the best version of themselves,” Johnson says.