gci

Current Issue cover

True Sons Racks Up 300% Monthly Growth During Pandemic

Contact Author
Close
Fill out my online form.

True Sons has seen a sales boom amid the COVID-19 outbreak.

True Sons, a beard and hair dye brand, experienced its best sales ever in March and April 2020, registering nearly 300% monthly growth, per the brand. Why?

Report: What's trending in beauty amid COVID-19?

According to a True Sons spokesperson:

  • Men stuck at home without barber/salon access need at-home care for their grays
  • Lockdowns have provided "dye curious" men a safe opportunity to experiment with relative privacy
  • Men are using quarrantines to adopt new grooming routines
  • Consumers report being bored or put off by drugstore dye brands, which may not offer a subtle, natural-looking result
  • Shoppers want multi-use products (see below)
  • Repurchases among first-time customers stands at about 80%

The brand source notes that customers are "using True Sons for grays on their head, beards and moustaches, chest hair ... and a few other places you might imagine (though we don't necessarily advise)."

Related Content