As Gutentag and Karagas set about launching Keeps, a subscription service with finasteride- and minoxidil-based products, they knew they would have to reframe hair loss as a normal, preventable issue for young men, rather than a shameful inevitability for the middle aged. They needed, says Gutentag, a brand “that would resonate and be approachable to the average guy."
A new brand is focusing on early intervention. Keeps offers online diagnoses and regular deliveries of subtly packaged, low-priced prescription medication.
Since time immemorial, guys have been trying to figure out what to do about hair loss. And with good reason—whether you wanted to express devotion to an unseen deity, convey wealth or fertility, or even just let people think "this guy's probably in a band," growing a full head of long and healthy hair has traditionally been a great way to do it. But as many guys have learned, nature tends to have other plans.
Founded by two former Google employees, the brand is backed by executives from Net-a-Porter, Birchbox and Maveron.
These days, consumers can order a personalized hair regimen, curated beauty products and now, a treatment plan to stop hair loss. Keeps is a startup focused on preventing men’s hair loss, rather than bringing hair back.
Launching this week, Keeps—a revolutionary grooming line based entirely online—allows men facing hair loss to avoid embarrassing interactions with pharmacists and store clerks.
Keeps offers a personalized digital shopping experience for men to get individualized treatment plans to prevent hair loss.
We’re not just building Keeps for a guy who cares about grooming and his looks,” says co-founder Steven Gutentag. “For us to be successful, it’s about making the brand and solution geared toward the average guy who has hair and doesn’t want to lose it. When we think about design and messaging, we want it to be matter-of-fact.