Today, we’re diving into the story of Aaron Marino and Tiége Hanley, a subscription-based skincare brand for men that has taken the grooming industry by storm. We’ll uncover what motivated Aaron to start this journey, the hurdles he faced, and how Tiége Hanley has become a household name for men’s skincare.
Our story starts with Aaron Marino, a name you might recognize from his YouTube channel, Alpha M. Aaron’s channel focuses on men’s fashion, grooming, and lifestyle advice.
But what led him to create Tiége Hanley? It all boils down to one problem he saw repeatedly: men were overwhelmed by the complexity and cost of skincare.
Aaron realized that men wanted straightforward, affordable solutions that worked. Drawing on his passion for helping men feel confident and his own frustrations with the skincare market, Aaron decided to create a product that addressed these pain points. Enter Tiége Hanley, founded in 2016 with a mission to simplify skincare for men.
Tiége Hanley was built on three core principles: simplicity, affordability, and effectiveness.
The team developed a subscription-based model where customers could receive customized skincare kits delivered right to their doorsteps. This approach eliminated guesswork and made high-quality skincare accessible to the average guy.
To bring this vision to life, Aaron partnered with Rob Hoxie and Kelley Thornton.
Together, they combined their expertise in marketing, business, and product development. One key growth strategy was leveraging Aaron’s existing YouTube audience.
With over 6 million subscribers at the time, Aaron was able to directly reach his target market, educating them on the importance of skincare while promoting Tiége Hanley.
But it wasn’t just about selling products. Aaron and his team focused on creating a community.
Through engaging content, direct communication with customers, and consistent branding, they built trust and loyalty. By 2019, Tiége Hanley was shipping products to customers in over 100 countries.
Of course, no entrepreneurial journey is without its challenges. For Tiége Hanley, one major obstacle was customer retention. Subscription models are great for recurring revenue, but they’re also notorious for churn rates.
To tackle this, the team doubled down on customer experience. They introduced flexible subscription options, offered tailored advice, and consistently innovated their product line based on customer feedback.
Another challenge was competition in the men’s grooming space. Big brands and new startups alike posed a threat.
Tiége Hanley’s answer? Stay authentic and stick to their unique selling proposition: uncomplicated skincare.
Today, Tiége Hanley is thriving. The company reportedly generates over $50 million in annual revenue.
Aaron Marino, who continues to inspire men through his YouTube channel and entrepreneurial ventures, has an estimated net worth of $7 million.
Tiége Hanley’s success is a testament to the power of identifying a niche, solving a real problem, and staying true to your brand’s mission. Their story continues to inspire budding entrepreneurs worldwide.
And that’s a wrap on today’s episode of "Life By Design 360." If Aaron’s journey with Tiége Hanley has inspired you, remember: every big idea starts small. It’s about taking that first step, staying committed, and always learning along the way.
Remember, you don’t have to build a billion-dollar business, you only need to take it to your dream. Whether that gets you by very comfortably - to millions, - or billions, your happiness is the key.
We hope you enjoyed today’s story. Maybe soon, I’ll be talking about your story.
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