Cleverman: Revolutionizing Men's Grooming with Personalization and Confidence

"Over the next 18 months, we aim to expand Cleverman into retail (starting with Ulta), deepen our Amazon presence, and continue growing our direct-to-consumer channel with new products in scalp care and hair maintenance," says Barreto.Cleverman"Cleverman is a personalized men’s grooming brand designed to simplify self-care while helping men feel more confident in their skin," says Carlos Barreto, the brand's founder and CEO. "The inspiration came from a simple insight: many men feel underserved by traditional beauty and grooming brands, especially when it comes to personalization and emotional connection. I wanted to build a brand that not only delivers great results, but also supports confidence, identity and mental wellness."

Cleverman participated in NYSCC's Suppliers' Day 2025 Indie Pavilion, "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization. 

Here, Barreto tells us more about his brand, the challenges of indie beauty and much more.

Personalized Hair & Beard Care Made Simple

Barreto: We started with custom hair and beard dye kits tailored to each customer’s needs—from shade selection to gray coverage. Since then, we’ve expanded into beard care with award-winning scrubs, styling tools, and grooming essentials. Our focus is always on smart, effective solutions that are easy to use and feel premium—without being intimidating.

Cleverman's Growth Plan: Expanding into Retail, Amazon and New Products

Barreto: We’re entering an exciting growth phase. Over the next 18 months, we aim to expand Cleverman into retail (starting with Ulta), deepen our Amazon presence, and continue growing our direct-to-consumer channel with new products in scalp care and hair maintenance. Ultimately, we want to become the go-to grooming brand for men who care about results and about feeling like themselves.

Building an Indie Brand: Resilience, Innovation and Staying Consumer-Focused

Barreto: Resilience is everything. Building a brand, especially one that challenges category norms, requires thick skin, patience and a lot of pivoting. But the biggest lesson has been to stay close to the consumer—their feedback, their habits, their struggles—and let that guide every decision.

It’s fast-paced, competitive and incredibly rewarding. The beauty space is more dynamic than ever—with new platforms, algorithms and consumer expectations shifting constantly. As an indie brand, you're both the underdog and the innovator. It takes creativity and grit to stand out, but it also gives you the freedom to write your own rules and build something truly meaningful.