Israeli Duo Builds $100M U.S. Men’s Grooming Brand Particle for Men

Israeli entrepreneurs Il Ebert and Guy Falkovitz, former advertising and marketing professionals, have successfully launched Particle for Men, a men’s grooming brand based in Israel but operating primarily in the U.S. market. Founded in July 2019, the company is on track to exceed $100 million in revenue by the end of 2026. The founders identified a largely untapped segment in men’s anti-aging skincare after discovering significant male interest in cosmetic treatments during a targeted Botox campaign.

Particle for Men began with a single anti-aging face cream for men and quickly expanded to offer a wide range of products including supplements, hair serums, and skincare items. The brand’s marketing strategy focuses on practical solutions for common male skin issues, targeting primarily white American men over 40 with high disposable income. The founders emphasize a pragmatic approach to product messaging, avoiding generic repackaging of women’s products.

Their advertising is notable for its provocative style, featuring confident, charismatic men rather than celebrity endorsers, and spans multiple platforms including Meta, YouTube, TikTok, niche channels, and major U.S. TV networks like Fox News, ESPN, CNN, and MSNBC. This diversified media approach has helped build strong brand recognition and customer loyalty.

Operating from Tel Aviv, Ebert and Falkovitz manage daily financial and operational details with a focus on rapid adaptation and data-driven decisions. They describe themselves as autodidacts who learned the cosmetics industry from scratch. Their next venture, Fearless, aims to replicate their successful brand-building formula across multiple new consumer categories, with the goal of creating a brand empire generating $500 million in annual revenue by 2030 and eventually going public or selling to a large corporation.

The founders credit their long-standing partnership and mutual trust, cultivated over 17 years since childhood, as key to their success. They share decision-making equally and prioritize setting aside ego to maintain a strong working relationship. Particle for Men’s rise reflects a broader shift in the U.S. men’s grooming market, which reached $7.1 billion in sales in 2025, with online sales growing rapidly.