Business Owner Profile: Brooklyn Grooming

Mckenzie Santiago from Brooklyn Grooming has launched a line of shaving oils, hair pomades and tattoo balms.

Hello Mckenzie, how did you come up with this idea?

Brooklyn Grooming is a bit of an extension from my previous line, Pretty Monsters. I had been selling mustache wax’s and tattoo balms and noticed that of my line those seemed to be the things that were selling the best. The Brooklyn Grooming tattoo balm is actually the same formula as Pretty Monsters tattoo balm. I’m a bit of a masculine chick, so it just made sense to create a more masculine product line. I don’t want my stuff to be strictly for men but I want the scents to be earthy and rustic. I make stuff based on what I want a man to smell like. Things like Wood, Cardamom, Bay leaves, Juniper.

What makes your company special?

Our scents are all super unique. I believe it’s what sets us apart. Nothing is overpowering or soapy. The smells are sexy, masculine and nostalgic. We are very lucky to have some of the coolest customers who are incredibly grateful and amazing. I realize that there are a lot of people out there looking for what we offer and that makes me happy.

What made you start your own small business? 

I have been working service industry jobs my entire life, well since the age of 14. It’s working for people that created the need to be independent and own a business  It’s in my blood as well, when I was a kid I used to repackage my stuff, clothing or toys, and pretend to own a shop that would resell my stuff. I really enjoy the freedom and independence that comes with owning a small business.

So how would you describe your business mission?

Giving back to the community is extremely important. We want everything to cycle back into itself. It is reflected in our packaging and ingredients. We chose to package out products in glass and tin, so that it can all be recycled with minimal impact to the environment  Our ingredients use no chemicals or synthetics, and our manufacturing process uses no chemicals. I know some people think this is hippie B.S but sorry folks Al Gore was right we gotta start thinking about how we humans impact our environment  We plan to donate a percentage of profits to a Brooklyn-based charity.

How are the products made to get these results?

I personally hand make everything to ensure that the results are up to a very high standard.

What are the next steps of your expansion?

We want national distribution  So far we are happy and content to just take baby steps to get there.

What do small businesses do better than larger ones?

I think small businesses have an easier time keeping close and connected with people. Big businesses seem to lose touch with people, there is a human element that gets stripped away the bigger you go. If we do expand we will keep our operations small and intimate.

What has been your hardest lesson? or what’s the most important thing you’ve learned?

Battling the haters. I’ts inevitable  When you put yourself out there people are going to hate. It’s just something that can’t be taken personally.

Do you think small businesses have an effect on the community?

Yes, they create local jobs and support other local businesses  Small businesses make the city more interesting, without them life would be one giant strip mall with the same corporations.

How important is it to your customers that you manufacture in the US?

It’s very important to them. So many things are outsourced, which in my opinion seems to cheapen the product. I will always make sure my products are manufactured in the U.S. I think its important to support local businesses and cut down on things like carbon footprint.

What drives you to do better every day? Do you have a daily routine that keeps you focused?

I’m passionate about what I do and I thoroughly enjoy it. Its my “RUSHMORE”, the thing I want to keep doing for the rest of my life. I do my best to be awake by 10 am. and I basically work until 10 p.m I listen to good music and take breaks. I also take a day off and relax with some whiskey!

What’s the best part of being a business owner? What advice would you give to someone thinking of starting their own business?

The freedom and independence. I dig both of these things. I would tell someone starting to never give up. There are always going to be challenges and hiccups. So stay focused, be kind, and keep moving forward.