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

Israeli entrepreneurs Il Abert and Guy Falkovitz, former advertising and marketing professionals, have successfully launched Particle for Men, a men’s grooming brand headquartered 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 market for men’s anti-aging skincare products after noticing significant male interest in aesthetic treatments during a targeted campaign originally aimed at women.

Particle for Men began with a single anti-aging face cream and quickly expanded to offer dozens of products including supplements, hair serums, and skincare items. The brand targets primarily white American men over 40 with high disposable incomes, a demographic that had been largely overlooked by existing grooming brands. Abert and Falkovitz emphasize a pragmatic marketing approach focused on addressing specific skin concerns rather than generic feel-good messaging.

The company’s advertising strategy is notable for its provocative and confident portrayal of the ideal American man, using multiple charismatic figures rather than a single celebrity spokesperson. Particle for Men invests heavily in diversified media channels, including major U.S. TV networks like Fox News, ESPN, CNN, and MSNBC, alongside digital platforms such as YouTube and TikTok. This multi-channel approach has helped build strong brand recognition and customer loyalty.

Despite its U.S. focus, Particle’s operations, including product development and management, remain in Israel. The founders credit their Israeli background for their agility and data-driven decision-making, which they say is crucial in navigating the competitive U.S. market. They manage the company with a strict focus on profitability and daily financial oversight, avoiding external funding or debt.

Looking ahead, Abert and Falkovitz are expanding their business model through Fearless, a venture designed to replicate their success by launching new brands. Their first Fearless brand, Blurr, targets women’s beauty products and has already seen strong demand. Their long-term goal is to build a brand empire generating $500 million in annual revenue by 2030, with plans for a potential IPO or sale to a major corporation. The founders highlight their 17-year partnership built on mutual trust and complementary roles as key to their ongoing success.