Patricks

Patricks is a luxury men's grooming brand from Australia that offers high-performance, scientifically formulated skincare and haircare products. The company was founded in 2014 by Patrick Kidd, a former salon owner, and his wife, Aimee, a former lawyer. The idea originated from their disappointment with the existing men's products on the market.

Patrick Kidd, originally an electrician, transitioned careers by re-mortgaging his apartment to open a men's hair salon in Sydney in 2005. The salon's success and the perceived gap in the market for high-quality men's grooming products led the couple to develop their own line. They spent years on research and development, working with chemists in the US to create their initial formulations, which are designed to address issues like hair loss and scalp health. The brand officially launched in 2014, securing distribution in high-end retailers like Harrods, Selfridges, and Bergdorf Goodman.

The business operates on a direct-to-consumer model through its website and also through luxury retail partnerships worldwide. Its product line includes a range of hair styling products, shampoos, conditioners, and a skincare collection that features moisturizers, face washes, and serums with anti-aging properties. The brand emphasizes the use of high-quality raw ingredients, innovative formulations like the Patricks Recovery Compound (PRC) to combat hair loss, and sustainable, design-focused packaging. In December 2023, Patricks secured a significant investment from Shiseido's LIFT Ventures fund, intended to fuel global expansion and new product development.

Keywords: men's grooming, luxury skincare, men's haircare, anti-aging, hair loss treatment, performance grooming, Australian beauty brand, direct-to-consumer, luxury retail, Patrick Kidd, scientifically formulated, sustainable luxury, men's personal care, investment, Shiseido