Hale Aims to Be the Sephora for Men in Growing Grooming

Hale founder Sam Burke is launching a direct-to-consumer beauty platform designed specifically for men. The company aims to simplify shopping in a market Burke calls the "Wild West," where men account for only about 20-23% of traffic at major retailers like Ulta Beauty and Sephora.

Burke told Inside Retail the core problem is that men often do not know what they are looking for or how to distinguish marketing from effective products. Hale's site addresses this by organizing products around hair and skin archetypes, using labels like "The Architect" and "The Protector" to recommend routines of two or three items. Its assessment tools also provide detailed guidance on ingredients to seek or avoid.

The Market Opportunity

The global men's personal care market is significant and growing. Research firm Fortune Business Insights estimates it reached $44.72 billion in 2025 and is expected to hit nearly $49 billion this year. The firm projects the market will grow at a compound annual rate of 9.24 percent, reaching $99.09 billion by 2034.

Burke noticed a shift around the start of 2025, with 60 to 80 percent of young men purchasing their own grooming products, a change from decades of relying on women in their lives or gifts. He believes Hale can turn this underserved demographic into confident, regular customers.

From Engineering to E-commerce

Burke's path to retail was unconventional. He studied biomedical and mechanical engineering and worked in a neuroscience lab before an unsuccessful attempt to build a mental health tech startup. He then sought mentorship, contacting Bonobos co-founder Andy Dunn via Instagram after reading his memoir.

Dunn hired Burke at his startup, Pie, where Burke rose to chief of staff. There, he helped acquire 50,000 users in four months and gained experience in operations, finance, and fundraising. Dunn became one of Hale's first major investors and remains an advisor. Burke said this experience gave him the inspiration and skills to build his own business.

Building a Brand Ecosystem with The Hale League

To attract high-quality brands without a massive acquisition budget, Burke created The Hale League before Hale's launch this summer. This partner ecosystem connects brand founders with a curated network of infrastructure providers offering preferred rates on services like formulation, testing, and packaging.

Successful applicants can choose from over 70 individual services from more than a dozen partners. It is a quid pro quo system: service providers find clients, founders get efficient support, and Hale expands its roster of emerging labels. Hale's current assortment includes over 60 brands across skincare, haircare, body care, beard care, oral care, and fragrance.

Future Plans: Curators and Physical Retail

Hale is developing a curator program, partnering with barbers, stylists, clinicians, and content creators rather than traditional influencers. These curators will provide product recommendations and earn a commission, helping shoppers connect with trusted sources. Product selection is based on two factors: clinical proof from Hale's medical advisory board and suitability for specific hair or skin types.

Burke plans to expand Hale into physical retail over the next few years with branded stores and kiosks in locations like fitness centers and airports. The goal is to meet its core demographic-men aged 25 to 34-where they already spend time. Burke is excited by the prospect of building a lasting, generational retailer that serves a new form of masculinity in the beauty industry.