Recently, beauty incubator Slate Brands announced the acquisition of men’s acne brand Frontman in a deal whose terms have been kept under wraps.
Frontman, founded by Annelise Hillmann and Nick Bunn in 2018, quickly gained popularity for its innovative products such as the Zit Spray and Skintone Acne Treatment. Recognizing the need for effective solutions in the realm of adult acne, Frontman garnered praise for its commitment to helping men address this common issue.
Founded in 2019, Slate Brands is reportedly a Gen Z-focused beauty incubator founded by the former director of innovation and business development at Cosmopolitan Cosmetics. Slate Brands has partnered with musician Hayley Kiyoko, dancer Kaycee Rice, and influencer XO Macenna to incubate brands. It also created its own men’s skincare brand, Insanely Clean.
With the acquisition, Frontman now becomes a valuable addition to Slate Brands’ growing portfolio, which already includes the in-house men’s skin care brand, Insanely Clean. Slate Brands aims to leverage Frontman’s expertise in men’s acne care and merge it with the community and insights of Insanely Clean.
Judah Abraham, the founder and CEO of Slate Brands, expressed enthusiasm for the acquisition, highlighting the potential for continued growth in addressing men’s needs within the acne care category. Abraham emphasized the valuable resources and strategic guidance that Slate Brands can provide to Frontman, setting the stage for an even more promising future. He hinted at exciting developments for the brand later in the year.
Annelise Hillmann, co-founder of Frontman, expressed her excitement about the brand’s integration into the Slate family. She spoke proudly of the community they had cultivated, centered around the belief that everyone deserves self-care. Hillmann conveyed her confidence in the Slate team’s understanding of the unique perspectives within this space. With anticipation, she eagerly looked forward to seeing Insanely Clean take over the bathroom, suggesting that the combined force of Frontman and Insanely Clean would revolutionize men’s skincare routines.
