You already know that we create the finest grooming gear on the planet (humble brag). But now, we’re taking them to a whole new level - and we're giving you first access, plus special early-bird pricing.

But first, here's a quick sneak peek:

Before I explain, let's take a quick pop quiz. Which of the following lists of ingredients would you rather apply directly to your face?

List #1: Aqua, Stearic Acid, Myristic Acid, Potassium Hydroxide, Coconut Acid, Glycerin, Fragrance, Triethanolamine, Sodium Hydroxide, Benzyl Alcohol, Methylchloroisothiazolinone, Methylisothiazolinone.

List #2: Grass Fed Tallow, Stearic Acid from Palm, Distilled Water, Lye, Shea Butter, Jojoba Oil, Safflower Oil, Mango Butter, Cocoa Butter, White Kaolin Clay, Essential Oils of Bergamot, Juniper, Jasmine, & Patchouli.

Although there are similarities between the two lists, there are significant and important differences. The first list is from a leading shaving cream, and contains harsh chemicals that are among the most common irritants, sensitizers, and causes of contact skin allergies.

The second list is (you guessed it) our shaving cream, made with 100% natural, amazing-for-your-skin ingredients. No preservatives, no harsh chemicals, no fillers. Just pure awesome in a jar. 

We could go on forever about each of our ingredients, but what I really want to talk about today is how every batch is handmade in the USA using custom formulas developed by a fourth-generation soap-crafting family.

That's me and Amanda up there. Amanda and her husband make our shaving cream and aftershave just a stone's throw from Supply HQ, using proprietary formulas and fragrances developed over years of trial and error. She first learned how to make soap from her grandmother, who made her own soap from fireplace ash during the Great Depression. 

Here's why that's important. Working directly with Amanda to collaborate on our products, we've been able to meticulously source only the highest quality, most premium ingredients in the world. In fact, we're so confident in this claim that we've adopted a new tagline for our products that you'll see rolling out over the coming weeks:

 

Made with the best damn
ingredients on the planet - period.

It probably seems a little over the top - and maybe it is. But in a world in which almost every grooming product (falsely) claims to contain natural, premium organic ingredients, we felt the need to be a little in-your-face. But more on that in the coming weeks. 

For now, let's talk about shiny new things! Today, I'm very proud to introduce our entirely new line of grooming products: Ultra Lather Shaving Cream, andHealing Post Shave.

These products are tweaked and improved versions of our previous formulas, with completely redesigned packaging and labels. In addition, we now offer three scents in each formulation: Sierra Ridge, Arenella Coast, and Lost Provence. Each is custom blended with 100% essential oils and natural fragrance. Curious about the scent profiles? Check out the "scent" tab on our product pages.

If you loved our previous formulas, you'll love our improved ones - and if you haven't tried them, now is most definitely the time.

Which brings me to price increases. (I know. I'm a great salesman, right?)

The more I learn about business, the more I realize that I've never priced our products appropriately. We offer the most premium ingredients, the best customer service, free shipping, free returns, a lifetime warranty, and 100% satisfaction guarantee. But we've always had low prices compared to our competitors. 

Which means if we want to be around for the long term, it's time to adjust course. Let me be clear, though - these increases are not an attempt to line our pockets. They are a realization that for us to continue to grow and develop amazing products, we need to be charging more for them. It's that simple.

But here's the good news for you. These new prices mean you'll continue to receive the best grooming gear on the planet - for a long time to come. And they mean that you can continue to trust us to use nothing but the most amazing ingredients we can get our hands on.

Before I go, I would be remiss if I did not say thank you. Thank you for making our company what it is today - and for allowing us to build products that we're proud to put our name on.

As my way of saying thanks, I'm giving you special early-bird pricing of 15% OFF of our Ultra Lather Shaving Cream, Healing Post Shave, and Shave Accessories Set - with free US shipping on orders over $30. Simply use the code THANKYOU at checkout - it's good through Friday only. 

Check it out today. It's our way of saying thank you for being there with us from the beginning - and long into the future.