Horace was never meant to be just another men’s grooming brand. From the beginning, it set out to challenge the narrow, hyper-masculine ideals that dominated the market, offering instead something more expansive, inclusive, and real. At its core, Horace is about visibility: seeing men as they are and giving them the tools to feel fantastic. The result is a truly elegant brand, remarkable packaging and amazing products.

Hailing from France, this modern grooming brand is rewriting the rules with a philosophy that is as chic as it is accessible. Every product is co-created with real men, blending practicality with luxury, so that your daily routine becomes less of a chore and more of a ritual.

The brand’s vision is deeply personal for its founder. Reflecting on his own journey, Marc Terlet, based in Paris talks to Art is Alive: “I am the second child of a solo mother of three, who used to be a midwife. I grew up in a culturally-mixed low-income suburb of Paris called Le Mée-sur-Seine. My mom and the city I grew up in are the reasons I do everything I do. I wanted for me and for all men a brand we can finally relate to, no matter who you are and who you want to be. There is a realm beyond the uber masculine archetype of beauty. It’s our world and it deserves to be seen.”

Horace’s formulas are over 75% natural, clean, and simple, proving that effective skincare doesn’t have to be complicated. From body washes to beard oils, every item is crafted with attention to detail, designed to feel effortless yet transformative.

This mission, to create a brand that speaks to every man, permeates everything Horace does. Its tagline, “Look good, smell good, be you.”, is more than marketing copy; it’s a philosophy. On how this ethos shapes the brand, Marc explains: “With Horace, I want to make sure every man is seen, and feels he can be himself. From fragrance to skincare, it means we’re building products that can help you be you. This means each new model casting is an opportunity to expand Horace vision of masculinity. It means we know what we do helps all men feel good.”

What truly sets Horace apart is its celebration of inclusivity: the brand embraces all skin tones, hair types, and body shapes, reflecting a contemporary vision of masculinity that is confident, varied, and unapologetic.

Sustainability is also at the heart of Horace. Minimal, recyclable packaging and a mindful approach to ingredients show that caring for your skin and the planet can go hand in hand. The founder elaborates: “We’re part of nature, we owe everything to nature. For me, it was obvious to make sure our products are as natural as possible while making sure we also use the best and cleanest ingredients from the synthetic world to create the best and most accessible products. We have a very strict blacklist of ingredients we refuse since day one. It’s updated based on new scientific findings. Then for active ingredients, it’s really about the best possible natural ingredients. We’re open-minded!” This is so important when the climate emergency is here. “Easy, really. The creative team knows that we have to be responsible. The packaging team knows we have to have great product quality. They turn the constraints into innovation. Best team, best work, you know!”

Deciding what products to introduce next is guided by a mix of intuition, inspiration, and data. Marc continues: “For skincare, it’s a mix of customer requests and data. For fragrance, it’s a mix of personal inspo and gaps in our line. A mix of intuition and rationale!”

Whether discovering their Parisian boutiques, exploring tips online, or simply elevating your morning routine, Horace makes grooming a thoughtful, luxurious experience. In every sense, Horace is more than skincare, it’s self-care.

Horace’s Paris base remains central to its identity, but the brand has expanded internationally (that blue is so powerful) while staying true to its founding mission. On this approach, Marc expands: “We’re Paris-based, right in the middle of the city. Being accessible is the best challenge. It means anywhere we go we have to make sure Horace is and stays relevant. London and Paris are super similar so this one is easy!”

Looking ahead, Horace continues to innovate in both products and geography. “More skincare, more fragrance, in a surprising way! We have a new London store opening soon. It’ll be a good reason to come even more often to London. Our MoMA collab is going strong which is our first retail presence in the USA. It’s still day one for Horace!” Horace is now at the coolest store: the MoMA Design Store in the USA. To celebrate this collaboration, the founders created four MoMA-exclusive handcare products: two first-ever Hand Washes in Sandalwood & Musk and Orange Blossom & Cashmere Wood, plus two classic Soap Bars, Virginia Cedar & Sage Leaf and Peppermint & Tea Tree, each featuring both Horace and MoMA logos. They’re gorgeous!

Horace remains committed to its original promise: to create a space where men can be themselves, celebrated in all their diversity.

With thoughtful products, natural ingredients, consciousness for the planet, and a vision that continues to expand, it is redefining masculinity, one ritual at a time. Horace also understands that grooming is personal. Their models reflect diversity, body type, and hair style, so that every customer sees themselves reflected in the brand. Made with love, co-created with clients, the brand is changing the landscape!

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