Slate Brands Accelerates Male Market Growth with Frontman Acquisition

Frontman was founded by Annelise Hillmann (at left) and Nick Bunn (at right) in 2018 and includes launches such as the Zit Spray and Skintone Acne Treatment.FrontmanBrooklyn-based beauty incubator Slate Brands has acquired Frontman, a men's acne brand. Terms of the transaction were undisclosed.

Frontman was founded by Annelise Hillmann and Nick Bunn in 2018 and includes launches such as the Zit Spray and Skintone Acne Treatment.

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As Spy noted, "If you’re sick and tired of adult acne, then Frontman can be a godsend. Until now, guys haven’t had any options to cover up pimples, and Frontman Fade is up for the challenge."

Frontman joins Slate Brands' portfolio, which includes in-house men’s skin care brand Insanely Clean.

Following the acquisition, Slate will merge Frontman's community and insights with those of Insanely Clean to drive growth in the male market. 

“By combining Frontman’s expertise in men’s acne care with Slate Brands’ resources and strategic guidance, the acquisition sets the stage for the continued steady growth trajectory we have been on to address men’s needs in this category,” said Judah Abraham, founder and CEO of Slate Brands. “We are looking forward to merging Frontman into Insanely Clean–with big announcements to come for the brand later this year.”

“We could not be more excited to introduce Frontman to the Slate family,” said Annelise Hillmann, co-founder of frontman. “We’re proud of the community we’ve built around our belief that everyone deserves self care. The Slate team truly understands our perspective in this space, and we cannot wait to see Insanely Clean take over the bathroom.”