According to Kalghatgi, "Most men's grooming brands are extensions of women's brands, or they lack a complete product offering, unique design and product and global appeal." So she teamed up with Todd Smith to create a line of products using masculine names and edgy descriptions. For instance, candles, hand and body washes fall under the "Game Collection," which consists of three different scents: "The Pointman," "The Wingman" and "The Closer." Kalghatgi said the idea for these names were derived from the military.
Currently, these items, along with lip balm, are only available for presale. Kalghatgi told CNBC that Helix plans to roll out hair care, skincare and fragrance products next.
This isn't the pair's first run at building a brand. Previously, they worked in various roles at major skin care companies including Zirh, which specializes in men's grooming and shaving products.
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Helix is entering a crowded, but thriving market, according to a report by market research company Canadean. The report found that the U.S. male grooming market hit $4.74 billion in revenue in 2014. That number is expected to grow 6.3 percent every year for the next five years, surpassing $6 billion by 2019. This reflects sales of aftershave, cologne, razors and preshave products. Top performers in this space include razor giants Gillette and Schick.