Scotch Porter Founder Calvin Quallis Speaks on The Evolution of the Men’s Grooming and Lifestyle Business
Scotch Porter Founder Calvin Quallis Speaks On The Evolution of the Men’s Grooming and Lifestyle Business, Creating a Wellness Brand for Black Men, Challenges and Hurdles He Faced Being In A Growing Market, How They’ve Been Able to Respond to COVID-19 and More.
Photo Cred: Ron Hill/@RonHill
A few years ago, upon deciding I would try to grow a full-length beard, I considered the maintenance process. At the time, I thought the upkeep simply consisted of making sure I went to the barbershop bi-weekly to get it shaped up. Well, I was wrong. My beard did grow, but it wasn’t the cleanest nor the shiniest; that was until a friend of mine introduced me to a brand that would help change my beard game. Although I ended up cutting my beard because of how disgustingly dirty it was, and I have even cut it a few times after due to seasons changing, I took his advice and bought some of the products my friend suggested. Fast forward to 2019, I began to grow my beard back full-time, and Scotch Porter was my go-to product for hair growth and maintenance. I’m such a believer in the brand that earlier this year, I became a brand ambassador to help spread the word of how remarkable the product is.
Today’s interview is such a pleasure for me because as I mentioned, I’m a firm believer in Scotch Porter, the service, and the mission. Being able to connect with SP Founder, Calvin Quallis, and having him tell his story about growing the brand as well as changing the men’s grooming market is an inspiration in itself. From an idea that sparked in a barbershop to now having a top-selling brand that is currently available in two of the largest retail stores in the country is one hell of a dream come true.
Check out my interview with Calvin below. We discussed the evolution of the men’s grooming and lifestyle business, building his brand outside of the barbershop he owned, the methods he took in targeting his audience, how SP has been able to pull through during the quarantine and more.
1 - What inspired you to be a part of the men’s grooming business?
I recall being a broke and frustrated college student who wasn’t quite sure what I wanted to do with my life. I’d spend my last $20 on a haircut and would leave the barbershop feeling like I could take on the world. As a kid growing up in my mom’s beauty parlor & barbershop, and later owning my own barbershop, I’ve witnessed firsthand how grooming had the potential to help people feel better about themselves. With these unique personal experiences and from the kitchen of my home, I created Scotch Porter.
2 - What were some outside motivators that helped push you to chase this dream?
I've known, for a very long time, that I wasn't quite cut out to be a “9-to-5er.” The thought of spending the rest of my working life in an office space-type work environment and confined to a cubicle seemed like a death sentence. My brain and spirit dwindled a bit each day. But while sitting at my desk one afternoon, I literally said to myself aloud, "Dude, this can't be it. Life doesn't go on forever, and you don't get a second chance at this." I understood that there were great financial risks if I quit my job and the business failed. However, what I feared the most is taking too little risk and settling for comfortable and ordinary, and all the regrets that come with it. Also, if I didn't walk, it meant that I would be undervaluing myself and that instead of being great, I would have become okay with just being good. I couldn't live with that decision, so the very next day, I sat down with my boss and discussed my plan to resign. She was super supportive of the decision then and is still a great friend and former boss.
Photo Cred: Scotch Porter
3 - What were some of the first steps you took in launching your own brand? Also, what were some of the challenges faced during this process?
Before the launch of our product business, I owned a barbershop/salon. Neither my partners nor I had any experience running a shop. It was such a foreign world to us, but we had a cool idea to also use the barbershop as a cultural hub/meeting place for artists and musicians. The goal was to build a profitable business around the community. Although we built a name for ourselves in the community, the business just wasn't profitable, and we ended up having to close the doors.
However, while building the business, I created a line of grooming products that were for sale in our shop and were becoming a hit with the shop's customers. The products were gaining such popularity that people were driving in from neighboring states to buy them. The products that I'm referring to led to the inception of Scotch Porter. From this experience, I've learned that there is no such thing as failure. Failing is life's way of correcting the course and placing you on the right path. Scotch Porter is a by-product of our short stint with the barbershop. Without the barbershop, there would have been no chance of developing a successful product line.
4 - How did you end up coming up with the name Scotch Porter for the brand?
The name is a culmination of the things I love. I was a huge Scotch fan once upon a time and Gregory Porter is a musician who has the most amazing voice. I’m a big fan of his.
Photo Cred: Scotch Porter
Photo Cred: Scotch Porter
Photo Cred: Scotch Porter
5 - I became familiar with Scotch Porter in early 2017. At that time the brand was about 2 years old, so it was fairly new. What were some of those early stages like as far as creating that brand awareness and recognition within the grooming and lifestyle market?
At that time, I didn’t see many folks talking to black men about beard care or hair care. I didn’t see ads on Instagram or Facebook. So when we launched, it was easy to break through the noise. I noticed at our barbershop that guys were growing out their beards more, and there weren’t products on the market meant specifically for coily, curly, dry hair. So I saw that as an opportunity, and folks weren’t advertising products like that. It kind of made it slightly easier than it is now because every other day there’s some new product that’s popped up that someone has created. At that time, it was easier to cut through the clutter because there wasn’t much available for guys with hair textures like us, and they weren’t advertising it if it did exist.
6 - As an avid user and brand ambassador for Scotch Porter I can definitely say it’s one of the best grooming and lifestyle products out there. How were you able to test the market to gauge how good the product actually is in the beginning? What were some of your methods?
Thanks for the compliment! After seeing so many of our barbershop customers with dry, damaged hair in their beards, I began to research ingredients and start making products in my home because I realized there was a need. We tweaked and modified our formulas by providing samples to our shop customers. Later, we shared samples and got feedback from individuals on social platforms like Instagram.
7 - Scotch Porter is now being sold in select Target and Walmart stores. In your wildest dreams did you ever think your brand will now be selling in two of the biggest retail stores in the country? Explain to us a little bit about how that makes you feel knowing you’ve provided that accessibility.
I couldn’t have imagined any of this. I’m elated to have joined the Target and Walmart family, especially during this time. With consumers now spending much more time at home, it is important that we drive the importance of self-care. Being able to provide consumers with access to affordable non-toxic products that promote health and wellness practices is what Scotch Porter is all about.
Photo Cred: Scotch Porter
8 - “Our mission from day one has always been to help men feel their best and to live their most fulfilled lives.” This is a direct quote from you. What has contributed to Scotch Porter consistently delivering not only great products over the span of 5 years but great service and representation?
Equal representation was built into the brand’s DNA from the beginning. Our barbershop, where it all started, was located in Newark, NJ, a melting pot of a diverse group of races and ethnicities. We’re very aware that our customers have lives, dreams, and things that they care very deeply about, and that self-care helps us all feel good before we go out into the world and face our family, friends, and co-workers. Our job is to consistently ask how we can help our customers become the better version of themselves each and every day. We add value by leveraging offline and online wellness-related events, healthy cooking demonstrations, career and life skills advice, and many other initiatives.
9 - Scotch Porter not only has beard products but now it offers skin and hair care products as well. Is there anything else in the works that you feel may help men live their most fulfilled lives?
The men’s personal care space has seen a surge of growth over the last few years, with the launch of incumbent indie brands, new product development, and large capital investment. Scotch Porter is in a unique position to continue to educate and arm our customers with information and products that are aligned with internal and external wellness. Just like beauty isn’t just lipstick and makeup, grooming isn’t just a haircut and shave. You can expect a diverse product assortment from us in the near future.
10 - Our current circumstances have forced a lot of businesses to reevaluate things from an internal standpoint. What sort of impact, whether good or bad, has COVID-19 had on the business of Scotch Porter?
Scotch Porter has been fortunate enough to notice an increase in sales since COVID-19. This pandemic has forced us to refocus our energy and thoughts on delivering even more value to customers with an even more increased focus on internal and external wellness as our objective.
11 - In your opinion, how do you think brands within the grooming and lifestyle industry will respond to this once it’s all over?
After the first week of quarantine, I’ve really had some time to think about what will happen in the industry. I think brands will begin to think of ways that they can add value to their customer’s lives. At this moment, I think brands should be figuring out ways in which they can reinvent themselves, utilizing this time to evaluate how they can better serve and get closer to their customers.
12 - As a black entrepreneur who strives to provide opportunities for other young and black creatives, what is some advice you would give to the aspiring creative who wants or is working on their own brand?
I have three pieces of advice:
Do your research. If you are thinking of entering a market where there are no competitors, you better have a lot of money, as it will take boatloads of it to open up a new market. Thinking that you can create a new market with very little capital and resources is an uphill battle that most new entrepreneurs will lose. Competition is a sign that you are entering a healthy market and that customers are buying your offering.
Identify and/or cultivate a USP (Unique Selling Point) or Niche Market. Being able to clearly communicate to a customer why they should buy from you instead of the competition is the only way to survive in a marketplace where there are hundreds, sometimes tens of thousands of companies that are technically offering the same product or service. Even better is identifying a niche market. Find a market that is big enough and has enough potential customers but is being underserved or ignored. Study that customer and identify the best ways to serve them. You can grow a very substantial business, by identifying and properly serving a niche market.
Keep your day job. If you're starting a business that requires capital to get going, as most businesses require, do not give up a reliable source of income until you have either validated your business idea, by selling it to the marketplace and receiving really great feedback, or you have sufficient capital to.
13 - What else can we expect from the Scotch Porter brand either currently or post-quarantine?
At the root of the Scotch Porter has been the promotion of health and wellness. We will continue to promote practices outside of grooming to become a resource for consumers to better their mind, body, and spirit as a whole. Currently, we have introduced #SPWellness Moments: Live sessions that provide viewers with DIY and cost-effective tips to improve their lifestyle. We will also continue to seek ways to deliver more value to our customers