Hercules Beard Co. Founder Maria Mavromatis Branches Out To Natural Scents With Men’s Fragrance Line Hercules Man

Maria Mavromatis is going beyond the beard.

After launching 11 men’s grooming products three years ago under the brand Hercules Beard Co., she’s expanding into scents inspired by her Greek roots with a line of plant-based fragrances and aftershaves called Hercules Man. Mavromatis believes the new line taps into a market segment ripe with opportunity.

“The fragrance industry, for the most part, is [reliant on] synthetic and aroma chemicals. Therefore, options for natural products for men are minuscule considering how vast the category is,” says Mavromatis. “There are many niche artisanal brands, whether for women, men or unisex. Yet, few are all-botanical. I want my creations and conceptual point of view to be a part of that.”

In the 1970s, Athens-born Mavromatis moved to the U.S. when she was three with her cosmetologist and hairstylist parents. Growing up immersed in the salon business she was exposed to a plethora of beauty products and became curious about ingredients after observing natural options were limited. To plug the gaps she spotted in beauty product assortments, Mavromatis began developing natural formulas after college.

The Hercules Man fragrances, which are named for regions in Greece, are aimed squarely at the luxury end of the male fragrance category. The scents Mykonos and Lakonia are launching next month, followed by Evros and Pella by the spring in time for Father’s Day. Aftershaves, priced at $45 for 118-ml. bottles, are scheduled for March releases.

The fragrances contain a carefully-choreographed orchestra of botanicals, including tonka bean, benzoin siam, blue cypress, coriander, pink peppercorn, hinoki wood, clary sage and pink grapefruit. “The notes from different botanicals create a composition that is greater than the individual components,” says Mavromatis. “To me, it is analogous to music, familiar notes and instruments, but the composition that is created is unique.”

Hercules Man will debut with subscription sample service Birchbox, and its fragrances will be available online at herculesman.com as well. Mavromatis’s goal is to distribute the line at retail. She describes trips to the fancy department stores in New York City as a young girl and aspires for Hercules Man to enter their fragrance sections.

In addition to spearheading Hercules Beard Co. and Hercules Man, Mavromatis works as a designer and art director in branding and advertising. Her design expertise is reflected in Hercules Man’s packaging. The fragrances come in tall, square-cut bottles made with heavy glass. “The physical aesthetic is just as important as the visual,” says Mavromatis. “The bottle is nestled into a black tube that has a tall vertical label which completes the clean modern look. The black tube is very sturdy so it also protects the glass.”

Mavromatis is aware Hercules Man faces numerous hurdles as it attempts to woo potential customers. She details men are often reluctant to stretch outside of their scent comfort zones, search for unfamiliar products and switch away from staples in their scent arsenals. However, Mavromatis is confident a shift in consumer attitude is underway that will make it easier for Hercules Man to gain a following.

“Just look at the explosion of natural, clean-label brands in the last five to six years in the woman’s beauty category,” says Mavromatis. “We need to see this kind of revolution in fragrance as well. I think it will happen. We will get there. It’s just emerging at a different pace.”

Hercules Man is self-funded by Mavromatis. She runs every aspect of the business down to marketing and social media. Instagram is her favorite platform. “I like connecting and messaging through imagery. Since I do it all myself, I rather focus on one than spread myself thin over multiple social channels,” says Mavromatis, adding that, if she were to get a cash infusion, she’d hire a public relations agency and a sales rep.

Running two brands is no doubt a Herculaneum task, but Mavromatis is up for the challenge. “What I do is the convergence of my various interests: product development, formulation, handcraft, art and design, and business,” says Mavromatis. “A side effect of having to do it all is the feeling of needing to be productive every minute of my waking day. That’s the pressure I place on myself.” Her advice to others in the same shoes? Mavromatis suggests, “Try not to feel guilty about taking a break as rest is just as important as drive.”