horace.co
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Horace: The French Men's Grooming Unicorn That Isn't
A €17M revenue brand quietly conquering men's skincare without venture capital
While everyone chases the next DTC unicorn with VC funding, Horace is building a €17M men's grooming empire on its own terms. This isn't another flashy startup story—it's a masterclass in disciplined, product-led growth in the most crowded corner of e-commerce.
"They're not selling products—they're selling the confidence that comes from solving one specific problem: men's skin that actually works."
The Anti-VC Playbook
Horace has quietly built a €17.6M revenue business without a single funding round. While competitors burn cash on customer acquisition, they've turned organic search and word-of-mouth into their primary engine. With 697 Trustpilot reviews at 4.5 stars, they've weaponized customer satisfaction into a moat that paid ads can't touch.
The Manufacturing Edge
While most DTC brands outsource to Asia, Horace manufactures in France. This isn't just patriotism—it's a strategic advantage. 'Made in France' commands premium pricing (€20-40 range) while ensuring quality control that scales. Their 126 employees aren't in marketing; they're in operations, product development, and customer service.
The tech stack tells the story: Tailwind CSS, Swiper, and Google Analytics—no fancy AI, no blockchain, no metaverse. Just solid, performant web infrastructure that loads fast and converts. Their social presence (TikTok, YouTube, Facebook, Instagram) isn't about viral moments; it's about consistent, educational content that builds trust over time.
- Bootstrapped to €17.6M revenue with zero VC funding
- Manufactures in France for quality control and premium positioning
- 697 verified reviews prove product-market fit
- 126 employees focused on operations, not just growth
- Organic-first strategy in a paid-ads-dominated industry
The Real Unicorn Isn't What You Think
Horace proves that in 2024, the most valuable companies aren't the ones with the most funding—they're the ones with the most satisfied customers and sustainable economics. While others chase growth at all costs, they're building a business that will still be profitable in 2034.
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Horace | Soins et parfums pour tous les hommes
Horace ce sont des soins naturels, efficaces, fabriqués en France et adaptés à toutes les carnations, à tous les types de cheveux et de peau.
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Reviews (20)
Highly recommend for excellent customer…
Highly recommend for excellent customer service experience!
Thank you so much for your message. We’re so glad you’re enjoying the products and that we could sort things out quickly for you. And thank you for the very kind words, it was truly a pleasure to help. Looking forward to your next orders 🙌
Products are amazing
Products are amazing, smell and functionality check all boxes, i had a small issue with my order which i was helped with in 5 minutes after an email to customer support ! couldn’t be happier and i’ll be ordering again many times ! ( special thank you to Théau from customer support who was great help and friendly)
Thank you so much for your message. We’re so glad you’re enjoying the products and that we could sort things out quickly for you. And thank you for the very kind words, it was truly a pleasure to help. Looking forward to your next orders 🙌
Took a chance on Oud Rose…and wow!
Took a chance on Oud Rose knowing nothing about the brand and wow what a stunning fragrance! Have received lots of compliments with this fragrance. Great balance of tones and projects and lasts really well. Would highly recommend as a gents winter fragrance.
We absolutely love reading this 😍 Huge thanks to Paul for this feedback — that’s exactly what Oud Rose is about: a real signature scent, strong presence, great longevity, and unforgettable. So glad the gamble paid off 🙌
Quality
Every product that I've bought has been absolutely brilliant couldn't recommend enough
Hello Jm 👋 Thank you so much for this amazing review, we're so happy to hear this! It means a lot 💙 Take care, The Horace team
Trustworthy Brand with Excellent Products
I love the products that Horace have to offer. I've bought several different products from the different lines (hair, face, body, fragrance etc) and all of them have either met my expectations or exceeded them. I try to incorporate as many of them as I can into my daily routine, along with using their fragrances for those extra special occasions.
Thank you so much for this wonderful feedback, Rees 💙 We’re really happy to know that our products fit so naturally into your daily routine — and that our fragrances are part of those extra special moments. That’s exactly how we imagine them being used. Thanks again for your trust and for taking the time to share your experience. It truly means a lot to the whole team.
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About horace.co
Horace ce sont des soins naturels, efficaces, fabriqués en France et adaptés à toutes les carnations, à tous les types de cheveux et de peau.
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Technology Stack
horace.co uses 25 technologies across their website including Sentry, PHP, Varnish, and more.
Error Tracking
Sentry
Programming Languages
PHP
Caching
Varnish
Cloud & Hosting
Cloudflare
Email Marketing
Klaviyo
Advertising
Microsoft Ads, Snapchat Pixel, TikTok Pixel, Google Ads +1 more
Traffic & Audience
horace.co receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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