Frasé Skin raises A$1.2m to take its tradie skincare to the US
What's the deal? Australian men's skincare brand Frasé Skin has raised A$1.2 million in a seed round via equity crowdfunding platform OnMarketDealroom has a profile for this one. Try Dealroom →, drawing 535 investors. About 30% of them were existing customers, many from the New South Wales town of Dubbo.
Who's behind it? Brothers Beau and Zac London launched Frasé Skin from their parents' garage in Dubbo in May 2023, targeting "men in boots", not "men in suits". Both came from the trades, with a combined 16 years as a plumber and carpenter.
The numbers: The brand has generated more than A$5.5 million in total sales since launch and sold over 100,000 products. It expects roughly A$3.5 million in revenue for the 2026 financial year, with more than 40,000 Australian customers.
Why now? The raise follows Frasé Skin's US launch on AmazonDealroom has a profile for this one. Try Dealroom → Prime, marked by a Times Square billboard that went live at midnight on July 4. "We saw there was a gap in the market," Zac London said. "Most skincare brands were speaking to men in a way that didn't resonate with tradies or hardworking blokes."
What's the endgame? The capital will fund marketing, inventory, hiring, and content production, with much of it directed at the US, where the brand is building awareness and sampling products. It plans to sell through both Amazon and its own direct-to-consumer site.
What's next? In Australia, Frasé Skin is in final discussions with a major national retailer for a launch towards the end of 2026. The founders credit growth to a mix of channels, from a branded 1969 Ford Falcon ute driven around the country to influencer partnerships and national media coverage.
The signal: Frasé Skin's raise reflects the appeal of niche, community-built consumer brands — and the willingness of loyal customers to become investors, with nearly a third of backers already buying the products.
Read more: SmartCompany
Image credit: Generated with Gemini
