Israeli Duo Builds $100M U.S. Men’s Grooming Brand Particle for Men
How 2 Israeli newsrooms covered this story — translated into English and compared side by side.
First reported by Mako · Jul 16, 2026
What happened
Israeli entrepreneurs Il Ebert and Guy Falkovitz founded Particle for Men, a men’s grooming brand headquartered in Israel but operating mainly in the U.S. The company, launched in 2019, is set to surpass $100 million in revenue by 2026, targeting men over 40 with practical skincare solutions. Their provocative marketing and diversified media strategy have built strong brand loyalty. They plan to expand their approach with new brands under the Fearless group, aiming for $500 million annual revenue by 2030.
- 01Particle for Men, founded by Israelis Il Ebert and Guy Falkovitz, will exceed $100M revenue in 2026.
- 02The brand targets U.S. men over 40 with practical anti-aging skincare products.
- 03Marketing uses provocative ads featuring relatable men, not celebrities, across diverse media.
- 04The founders run operations from Tel Aviv, focusing on data-driven daily management.
- 05They are building Fearless, a group to launch multiple brands aiming for $500M revenue by 2030.
- 06Their 17-year partnership is based on mutual trust and equal decision-making.
Summary translated & synthesized from the sources below by baba. Read each original for the full report.
Full coverage · 2 outlets
The same event, reported separately by each newsroom. Open a few to compare what each emphasizes — and what they leave out.
