Letsdisco

Letsdisco, Inc., operating under the brand name Disco, was a direct-to-consumer company in the men's personal care market, specializing in skincare products. The company was founded in 2018 by Benjamin Smith and officially launched in October 2019 from Austin, Texas. Smith's journey into the skincare industry was born from personal frustration with the lack of a single, male-specific brand that offered a comprehensive and clean product line. His background was in health and wellness, having previously founded and operated two fitness boutiques, which kept him close to the 'clean' product space. This experience, coupled with his own skincare issues, motivated him to create a solution for men seeking attainable and easy-to-understand self-care.

Disco's business model was primarily direct-to-consumer, selling its products through its website, letsdisco.com. It offered both individual product purchases and a subscription-based membership to provide customers with a recurring supply of their skincare items. The company also expanded its distribution to retailers such as Nordstrom, Urban Outfitters, and Amazon. Revenue was generated through these sales, with the business reportedly reaching an eight-figure revenue run rate between 2020 and 2021. The product line was developed in partnership with Dr. Eva Simmons-O'Brien, a Yale-educated dermatologist, to address male-specific skin issues like acne, razor burn, dark circles, and oily skin. The formulations were marketed as being clean, vegan, cruelty-free, and using natural ingredients. Key products included a Repairing Eye Stick, Charcoal Face Cleanser Stick, Face Scrub, Moisturizer, and Body Wash, all designed to be straightforward and effective. The brand's packaging was minimalist, aiming for an approachable feel rather than being overtly masculine.

Despite early signs of success, including raising over $8 million in funding, Disco faced significant challenges. The company struggled to raise additional capital in 2022 and 2023 and went through three unsuccessful acquisition attempts. Founder Benjamin Smith cited several reasons for the difficulties, including the brand's neutral positioning not resonating with men at scale, an overreliance on its hero product (the Eye Stick), and customer acquisition challenges following Apple's iOS 14.5 update. After its debt provider foreclosed on the company in the summer of 2023, Letsdisco, Inc. ceased operations and filed for Chapter 7 bankruptcy in November 2023, leading to the liquidation of the business. Some reports in late 2024 suggest the brand may have returned, though details on its new operational status are sparse.

Keywords: men's skincare, direct-to-consumer, Benjamin Smith, Disco skincare, clean ingredients, skincare subscription, men's grooming, ecommerce, Repairing Eye Stick, Charcoal Face Cleanser, Dr. Eva Simmons-O'Brien, vegan skincare, male self-care, natural ingredients, Austin startup, D2C brand, Chapter 7 bankruptcy, skincare for men, minimalist packaging, consumer brand