Ash Mokhber - Founder of KAHN™, A Premium Skincare Brand Focused on Clean Ingredients

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Now let's get into the episode. This meeting is being recorded. All right, what is going on everyone? Casey Adams here. Welcome back to the Rise the Young podcast. Today we have Ash Mockber here with us, the founder of Conskin. Thanks so much for coming on, Ash.

Yes, thank you.

So we recently met at the Run Club here in la. Our boy D. Murthy, he puts it on every week. And I initially heard your story and about your company from Group Chat, which is their podcast and I was just intrigued by the product you built. And you know me being someone that has dealt with severe acne, I was really just impressed with how you were going about it in the story. So with that being said, I'd love to just first ask you man, like one what is Conskin and when did you start this?

So Conskin is a men's skincare and grooming brand. I add the grooming because, you know, for me, men, it's beyond just skincare. Like we have beards and things like that that we need to also take care of. So it's basically a men's skincare grooming brand. We focus on clean ingredients and creating like these methodical routines that sort of you can integrate into your daily routine and your life. And it's supposed to help, you know, prevent different things that you might have issues with. Our first product is a general skincare routine. It's a three step routine. It's a cleanser, a hyaluronic acid serum and a moisturizer. And it really just covers the basic three steps that everyone, including men and women, need in their daily skincare routine. And the inspiration behind that was just like how you said you were dealing with skin issues before. I also had been dealing with skin issues and for me, it actually happened a little bit later. So I was around, I had no acne or any of that sort of stuff when I was in my teens and adolescence. And so I thought I was just like one of those guys that had good genes, didn't deal with any issues. But around, I don't know, 27 years old, 28, I started getting a bunch of forehead pimples. And it made me really self conscious. It would come twice a year, almost systematically, like November and earlier in the year, around spring. And I didn't know why or what. And I went to different doctors when they said it could be dietary, could be this. And then finally I went to a dermatologist and he's like, yeah, there's a bunch of things that could be going on. But me, I'm a fitness guy. Of course. We met at the Run club. I worked out every day and my dermatologist was like, are you washing your face and moisturizing after your workouts? And I was like, not really. Just I go in the shower and hope the water takes it off. You're building up a lot of sweat and the residue from inside of the sweat in your pores and that's clogging your pores and over time it's going to cause you to have oily skin. Which was an issue that I would face. Like throughout the day I would notice, I would just start shining. And he said, and then oily skin leads to pimples and breakouts, so you got to learn to treat it. And he gave me this simple routine. And it's literally the products we have now that, you know, when I got them, I went to the store and it was so expensive. And I was kind of like, okay, I can't really afford to keep buying.

This all the time.

And I had been in the beauty industry through makeup and I knew how to develop a product. So all I did was really just tap into a cosmetic chemist. We tweaked some formulas and basically created a more tailored for men sort of approach, especially when it comes to the moisturizer, because guys like moisturizers a little bit different than women. But we created this three step routine that sort of just like any guy can just grab it or a girl can buy for their boyfriend or husband and use it every day. And so especially after workouts or long days, the perfect way to just sort of like refresh your skin and clean your face.

For sure, man. And I know just to reiterate, you guys are focused on men's skin care and that's who you're targeting. That's who you're talking to in the branding. I know that we've talked about this, but, you know, why was that the case? I know that you talk about having acne yourself, but what made you just go so strong on, like, the guy's side?

So here's where this is where my experience sort of turned me to making it for men was when I went to Ulta. There's just aisles and I don't know if you've been there, but for sure. Products and brands. And I was just sort of like, whoa, I don't even know where to start, what brand to pick or whatever.

Yep.

But I noticed that all of them were sort of packaged and marketed to women. Like, even the pictures on the displays had women on it, which is fine. And that, you know, they're the ones that purchase this product the most of skincare. But nothing really spoke to me as a guy. Right. It didn't address the things that I was, you know, facing. It didn't even speak the same language as me. Right. And then when I did go to the men's section, the beauty associate was like, you don't really want any of those products. They don't really focus too much on clean ingredients. And it's just mainly because they think guys don't care about ingredients, which it seems like they don't, but I think there's a movement that they are starting to. So I actually ended up purchasing one of those, the products from the women's brands. And it was. It worked amazing. And I was like, okay, this is great. It cleared everything up and it really helped change the way my skin looks. I started getting compliments and that's when I was just like, you know, there's got to be a merger of, you know, the high quality ingredients that they're packaging and marketing to women. And the branding and the language and the marketing for men. There's got to be a way to combine this because guys deserve good skin care products too. You know, just because we don't know much about it doesn't mean that we should be served poor products because they can make higher margin by making it cheaper, you know, so that's where.

And that's me too. And I, I speak on this from experience, like the past year, I know we talked about it last week, the Run Club. I had a crazy breakout acne everywhere in my face. Like, worse than I've ever experienced as like a teenager. To the point where I tried so many different, like, skin care routines and medicines, and to the point now where, you know, I'm taking Accutane and that's been helping tremendously. But, you know, I think for me, as someone that's like, so passionate about not only this conversation, but like, the preventative approach to was a night and day difference. Like, when I met you and you, I heard about the product. Like, it spoke to me as a guy that has tried all these different products that my girlfriend would recommend and that are super expensive. And I'm like, it wasn't that I was looking for let me go find the guy skincare routine. But once I did, and I think maybe a lot of guys would feel this way if they took a moment to actually check it out and learn more about Cannes, it's like, wow. Like this. There was a missing gap in the market. And when I saw how you approached it, I was like, not only is this going to be huge, but it speaks to the certain demographic that may not know they need it. Right. Like, there's so many guys, and I can even talk about, like, people I know that need never washed their face. And sometimes like my friend Jeff, he never washes his face, but he has the best skin, like clear as, like the most clear skin ever. And I'm like, wow, what a blessing. And then there's people like me that before my acne, I would wash my face two times a day with different products and would still have these breakouts. And I think it's, you know, approaching it from just a overall health perspective and the preventative approach. Right. So speaking about academic acne, I know that you're not like a dermatologist in any sense, but when you talk about acne, and your experience with this. I'd love to just hear your thoughts on, like, the actual material and what the products made out of. Maybe you can give us a little bit of, like, the benefits. I know when I ran it by my girlfriend, she was like, all these products, like, all the ingredients are great. I would recommend it, like, for sure, because she wouldn't want me to use something that she wouldn't use. Right. So I'd love for you to kind of dive more into the cleanliness of the product, because I know that's very important for anyone using it.

Yeah. And that was the goal, is that I want it so that the girlfriend or the wife gives the final sign off, like, yo, I would actually use this myself. And, you know, we have guys that are saying, like, their girlfriend keeps stealing the cleanser because it's actually a really bomb cleanser, like you and my girlfriend takes it. So the, the cleanliness comes from one. We don't use any of the 1300 band ingredients from the EU's list. Those are just an overarching sort of guideline of ingredients you shouldn't use because they deemed it unsafe. Now, in the US we have less strict laws, but I chose to make sure that we were following the strictest. And that was the EU list followed by the Credo Beauty Dirty list. And Credo is a clean beauty store. There's a location here in West Hollywood. I think they have about 10 stores. And, you know, San Francisco, there's a couple here, New York, they have a pretty strict list. Like, you can't get into their store. If you, you know, if you go on their website, they have the dirty list right there of all the ingredients. They don't allow. And my, you know, when I was developing the formulas, I pretty much printed that out. And then I had the chemist, you know, reference the EU's list. And I'm like, look, I don't want anything that's in these because I want to actually be able to get into cream. You know, it's a store that I've visited, you know, purchase products from my girlfriend or cousins. And it kind of also was my inspiration where I'm like, oh, this is like a clean beauty haven, you know, and every product was meant to be clean. So that's the first source of the cleanliness is like, we just don't use dirty ingredients. Second is where we source our raw materials from. And they just come from local, high, I guess, standard suppliers. And the problem with that comes that it comes at a higher cost than if I were to just get the raw materials from, let's say China. We get them from, you know, like France, a couple from Canada, some from here in the US and they're pretty much high graded raw materials. And then in our manufacturing they use a very clean, like there's no water wastage. So we're trying to also be eco friendly in that sense. Of course, our packaging too, it's aluminum for I think more than 50% of it. The only part that's plastic is the pump and what holds the product. But again, I just wanted it to be eco friendly, use less least amount of plastic as possible. And of course, as we grow, I'm looking for new ways of making it even more eco friendly. And yeah, and so the clean part, you know, there's no alcohol, there's no peg. So it's no synthetics either, which is like a big thing. And that could be debated, but you know, we chose not to go down the synthetic route. We use only like the actual, you know, when there's like shea butter. It comes from shea. Yeah, the coconut oil actually comes from coconut. It's not synthetic. Yeah, yeah.

I think that's so important, man. And I want to talk about just from ideation to launch, like when was the first like thought in your head where it's like, wow, I want to go actually make a product and I get into this market of skin care, which is a not only multibillion dollar market, but hit it from a different approach, which is like the men's skin kill. Like what was the timeline from having that idea to getting a product out and having your first sale?

Yeah, so it's actually the timeline for beauty is generally pretty long because developing a formula takes a few months just to get the first sample. And then you got to, you know, give feedback and they give you a new version. Then from there it has to go into testing, which is about 6 to 12 weeks of various different types of testing to make sure the product is stable in the packaging, that it doesn't go bad and all that stuff. So it takes about, I would say nine months. Like when you finalize from basically coming up with a formula idea to actually being able to sell it. And then before that, I think it was around 2019. It was actually during Run club, but we were running in West Hollywood. I was on a run and it sort of had come to my mind that I wanted to do this after my experience that I had told you about just being out and seeing all the products that weren't really made for men. And I was talking about it with my friend Alex, and we were on a run together and sort of just kicking the tires, like, seeing, you know, what would be the thought. I even pitched it around to Dee. He said he loved the space. You just got to figure out the right niche and go after. And. And so I sort of just started to, you know, I was working already, so I started just like, coming up with branding stuff. I worked with an ex Nike designer, and we developed the whole branding, the packaging and everything. And I needed somebody that spoke the same language and understood what I wanted to make, which is like a product for men that looked cool rather than, like, bland or vanilla. And so that the branding phase started at the end of 2019, and we kind of finalized it by like, literally, like, I think he sent me the final deliverables, like, the day after New Year's.

Okay.

And then from there, I had to move on to continuing to tweak and make the formula. Then Covid hit. And when Covid hit, we took a big. It took a big step back in terms of timeline because the, you know, we use a local manufacturer here in Culver City. They had to shut down for at least two months. They had no idea. And there is small mom and pop shop, which is, again, something that I wanted to make sure. It was like, you know, more like hands on. You can go see them. And we work together and they've been great partners. And that took a few months off. And of course, the packaging, you know, arriving from, you know, parts of China took too long. And so there was, you know, hit a couple of road bumps, I think. Actually in the middle of the summer, I had to get surgery. So I was sort of out of commission for three weeks.

Wow.

An issue in my stomach. I had to get removed. And then finally, you know, after delays here and there, like, we basically did a soft launch the end of last year, just hitting it to friends and family to get it out there, and then sort of just hit the ground running starting in January. And here we are now. So I would say it took me almost a year and a half to really get to where I am today. But I think it's the nature of the business. Like, if anyone's looking to get into any sort of beauty brand, you're gonna have to, like, set aside that first year just developing product. Totally just developing products. So that's the problem. But that's the good part, you know, 100%.

I mean, it's. It separates the people that I actually want to, like, get into the Space and build something like that's quality because there's a timeline associated with it. That's at least my thoughts where it's like, anyone can think about product, but it's like it has to be tested. And if you're not thinking about the health, like the health, the most efficient and healthy approach to it, people aren't gonna buy it. And I think that's why you guys have got this initial traction, is it's like you. And I can tell it just from knowing you. It's like you genuinely care about the products. A, because you use it yourself and you want to be a consumer of it. And B, you, you have the personal experience of going through different products and, you know, wanting that sign off from your girlfriend or wife or whatever it may be so that it's trusted. So I want to talk about the branding. I know it's the. If you go on the website, just cotton skin.com, it's like the super sleek black packaging, which, you know, we talked about this again at the run club where one of my good friends, Josh Snow, he has this brand called Snow Teeth Whitening. And it's like you are proud to put it on your mantle in your bathroom and like sit it there similar to how your girl has all of her stuff out. As a guy, you might not be doing that, but like, for example, with, with Khan, I have them like set aside on my. Next to my toothbrush, my Sonicare. And it has like that cool, sleek black design and look. And I think it's super on point. So I'd love to hear your thoughts on like, why you chose that and how you thought about that early on.

Yeah, so I wanted that same thing you just talked about, which is I wanted not only myself, but I wanted guys to use it as sort of like decor in their bathroom because we don't have a lot of products outside of sink. Right. It's in your girl's side of the scene has like a bunch of stuff. If I take you to my bathroom, like, her side is almost overflowing of products, you know, and then my side is just like, really like my razor, toothbrush and of course my con product. So that's where that's what I wanted. Was that something that guys sort of felt proud to have on their side of the sink? People would like, you know, if someone, if you're having a party and someone goes into your bathroom and goes like, oh, cool, what's this? Right. It kind of sticks out. You know, it's minimal. It's Black. The branding is very minimal, but because most bathrooms are white, it pops off the sink or the shelf or wherever it is. And so I wanted it to be like that, but I didn't want too many frills and different, you know, designs on it that, you know, it's just not like it's, I think guys want simplicity and minimalism. And the design speaks also to the functionality of the product where it's a, it's a simple minimal three step routine, Right? Yeah. One, two, three. You can even if you really wanted to remove that third step and you took out the serum, which I would not recommend because that serum is a holy grail serum, you could just do the cleanser and the moisturizer. Right. I mean, some mornings if you're in a rush, just cleanse your moisturizer and then you can hit the serum at night before you go to sleep. But yeah, the branding was supposed to sort of speak to the, you know, I keep. We, our tagline is modern and methodical because that's sort of our, our approach to everything is we want it to be modern. Of course, the modern man cares for himself. He takes care of his body, he takes care of his health, and he should take care of his skin. And then methodical in our approach, everything has sort of a method to it.

Yeah.

Not just like, here's this one product and use it. It's got to, you know, everything works together for sure.

Now what have you learned since going live with the product? I know obviously you're taking in sales and you have customers. Like, what was, what's been the transition like from like, you know, a year and a half of making it perfect? Like, that's, that's a lot of hard work put in when things went live. Like, how have you changed your approach and what have you learned so far?

So I, I, I originally started at a higher price point because my feedback from women was that, oh, $80 is actually really good for, you know, these three products. And I was like, yeah, I mean, for me, I spent $200 when I wanted to go buy those three steps. So $80 seemed like a good. But the market actually has a lot of men's brands that are priced like almost half of that, if not more. Again, not paying attention to the formulas and to the ingredients and where they're sourcing it from. But, you know, those are the people you're competing with on the Internet, on social media. So if it came down to, you know, I'm not sitting here in front of every customer Explaining why the product is so much better than everybody else's. It's one of those things where when guys try it the first time, they're like, whoa. Like, the experience itself is so amazing that they're just, like, kind of hooked, right?

Yeah.

Converted guys that are like, you're saying, like, people with no skincare routine into being like, yo, I use this every day now. It makes me feel amazing.

Yeah.

Perfect way to start the day. And so I learned one, that price is a pretty big sticky point for men. I did lower it a little bit.

It.

It hurt, but it was sort of like a learning lesson.

Yeah.

Another thing I learned was that guys, you know, they don't want too many options, but, you know, sometimes even three steps might be too much. It's something that you kind of just have to convince them that it's not too much. It takes less than. It takes less than a minute and a half. Like, you spend two minutes in the morning and evening brushing your teeth. You can add another minute or so to wash your face. I learned the hat marketing on social media is not that easy because it's so crowded and no one is like, no one is looking for this product. Right. When you're on Google Ads, let's say, or even on Amazon, like, it's such a. Like, they are. The intent to purchase is so much higher because those people are searching, you know, skincare kit for men or this or that. On social media, it's kind of like you're just swiping and I'm just like, it's an unsolicited ad that you don't even want and you don't even know you want. Yeah. Getting. Getting video and explain. Explaining the product. Like, you know, we had a video from the group chat pod, and that video did really well because they heard me talk about the product similar to how I'm doing right now. And it was kind of like a bigger hook. Yep.

It hooked me in. It's like that type of communication that's like depth and real from the founder like that. I mean, that's how I know about you. And, you know, it's. I'm sure I would have heard about it at Run Club, but listening to that podcast and hearing your perspective was the quote unquote winner ad for me that was like, wow, Let me take a look at this.

Yep. And then I originally had started this actually just on thinking it's going to be pure D2C, because I thought, guys don't want to go into these stores either. Like, I Didn't want to go to Ulta. I didn't want to go and shop for it. I just want it to be delivered to. To my doorstep. And that may be true still to this day, but I think that retail is still a really big opportunity. And we started to get a lot of, like, I got a bunch of random retailers hitting me up when I would even just like, you know, I had some buyer emails from before. When I would email them, the response I got was shocking. I was like, oh, you want to place a PO now? Like, they were just like, yo, send us the line sheet. You know, they're ready to go. And I got a bunch of orders that cleared out. They almost cleared out all my inventory. So I was like, okay, like, there's clearly a space. You know, guys are still out there looking for product. And more importantly, I think that. And this is another lesson I learned is that the woman in the life controls this purchase. So, yeah, you got to convince them that this is a good product and they will buy it for their husband because maybe they don't feel comfortable, you know, going into Credo or Sephora.

Yeah.

But, you know, she's in there all the time. She lives there. So this is like something like it's an add on. Right. She wants to come home. Like, hey, honey, I got you something too. You know, so it's actually a really good retail play foresee. Like, I did have retail in my plan, but it was more down the line. I didn't think it would be so rapid, like right now. Right. I think the timing of, you know, Covid sort of reopening things and people kind of being tired of purchasing stuff online and wanting to go and get physical products in a store. I think that that also may be playing into this movement that's happening. But I think it's showing me that the men's sector is sort of growing. And it's growing pretty quickly. And it made me feel good that, okay, like, I'm slightly ahead or I'm right on time.

Yeah.

I might actually be a little early. Like, I think in like, I can already imagine, like four or five years. Like the, you know, there was like a statistic that like 65% of men just use. Don't wash their face or use bar soap.

Yeah. Dove soap.

Yeah. And I think every year we're cutting into that percentage and that's getting lower and lower. And in four or five years, it might be in the 30, 40% because, you know, there's so much education going around. There's A bunch of brands coming out. And so it's like everyone's being sort of, you know.

Yeah.

Like this is what you got to do, you know.

And I love the mission too. It's like I think a lot of, or at least what I see is like you'll see ads or the culture of men, like focusing on wellness. Right. You see guys talking about mental health and meditation. In the same way you take care of your mind is the same way you need to take care of your skin. Right. And I think for me, it took my girlfriend to really put me on game of how, like seeing her do her skin skincare routine to really make that switch for me. And actually having that personal experience of having bad acne. And I think it's, you know, if, if someone doesn't go through that or have someone in their life that tells them, hey, you should check out that that's the education component, right. Like from real world experience or having someone in your corner educate you about it. So I mean, I agree though, you guys are early in the sense of. I think more men will adopt like three step skin rare skin care routines and understand the importance of it as the market continues to move to, towards that like wellness and just cleanliness behavior, you know.

Yeah. And I would say most men don't really think about skincare until it's too late. Right. It's not something that we're actively or proactively doing to prevent anything from happening. It's more like what happened to you and what happened to me? Which is like, oh crap, like I got all these things on my face. How do I fix it? And once we fix it, we're just like, okay, now I know that I don't want to deal with that again, so I'm going to continue using these products religiously and keep it into my ritual to prevent that from happening. Or for some people, it's not like you can forever stop these things from happening. You can't stop aging, but you could slow it down or you can make it less intense. Right. So I'll still get pimples here or there. But I literally since that year and since using a skincare routine, I've never had that. My whole forehead, just like dots everywhere, Right. And so that showed me that, okay, consistency and using the right products can help prevent these things from happening. And I don't need to go do like a drastic, like you don't need to do Accutane. Once you get through this Accutane and you just keep a consistent routine and you Use the right products, I think you'll be good forever. Right. You're gonna get the occasional things here or there, but it's not, it's not gonna be what, like that picture that you showed. Right. And that's perfect. That's exactly what you needed. It was kind of like your wake up call. Yeah, I think guys all go through that. Like you wake up with those big under eye bags.

Yeah.

There's a new product that we're working on to, you know, get rid of that. But that, and that's like one of the biggest things guys complain about. But that's the only thing they complain about because it's very visual. Like you could see the under eye thing. You can't really see like your skin is getting coarser or. Yeah, right. Like I went to a dermatologist. She's like, oh, you don't look like you're hydrated and you look like you might have some gut issues. And I was like, why? She's like, you have some bumps under your forehead and your skin looks dull. And I was like, oh, okay. So I just like chug water for three days and like I did notice my skin was more glowing even without using any products. Right. Yeah, it's a, it's sort of like, you know, guys just traditionally didn't care. But I think it's moving to caring for sure 100%.

And I'll put down there's actually this feature on Spotify where you can put a poll. So I'll put a poll on Spotify if you're listening, where you can kind of choose like do you use skincare products or not? So if you're listening, make sure you check out Spotify if you aren't already and send in your answer or answer A or B. And yeah, let us know what you think outside of that. I mean, what does the future look like from here, man? I know that we've, we've talked at Run Club and we've had some personal discussions and I'm super excited for you. But any news, updates, announcements that you can talk about in the pod just regarding the next 6, 12, 18 months.

So we're, we're going out right now to try to raise a little bit of money because we need to order more, more products and we need to also add more innovation new products and we're working on them but you know, minimums are very high and we can't spend all the money on product and have no money for marketing. So we're going out to get some capital and we're going to launch, I would say we have three products that are in the pipeline, new ones and I don't really want to mention them now. Just reverse the order, drop it. You know, things can change. But yeah, so we have new products coming. We're trying to raise some money and we're gonna do a couple pretty big partnerships and collaborations. We just launched in a store in Canada, we just launched in Bespoke post all this month and we have, you know, we're in some same day wellness. It's like a wellness shop that started during COVID doing COVID testing and they quickly transition to just being like all around wellness shop and have hot locations like Abbot Kinney, the Topanga Mall, Soho, like all these really good places. And so you know, that's where our brand is sort of positioned. Like we're wellness, right? And we go beyond just skincare. We actually for our email list subscribers we have a wellness club. And in that wellness club, every month we give you a new challenge that is just goes beyond skincare. You know, it starts like one, one month there was a meditation challenge to try to meditate 10 minutes a day. Another month was a plant based diet challenge to cut out meat for the whole month, see if you can do it. And then another month was we offered a four week at home workout plan during COVID for all of our subscribers and sort of just stick to this routine. And so we're. And you know, again it goes back to what you're saying. Mental health, physical health, we want to encompass all of that. Of course our products are tailored to the skin, but everything is sort of adjacent. Like if you are someone who goes to the gym and lifts weights like I do, you also want your skin to look good. Like you can have a nice body, but like if your skin doesn't look good, then what's the point? The face is the first thing, right? And so, and also what's the point of having a nice looking face if your mental health is all yeah, right. And you know, I deal with this all the time even as an entrepreneur. There's you know, give mental roller coasters. So I participate like I all these wellness challenges in this wellness club are things that I try to do myself to make sure that like okay, like this is what I need to do to make myself, you know, less stressed out. Right. And having stress can lead to pimples. And so like it all ties in together in my opinion. And so that's how we're sort of just take the brand beyond just the products that we sell we want to make a better version of.

I love that, Ash. I mean I totally line with the vision for sure. Last thing before we wrap up. Where is the best place for the listeners to learn more about Kahn to buy the product to follow you and anything else they think they should go to.

So they can go to obviously conskin.com and it's k a h n skin.com there. We have obviously everything about the product, everything about the brand they could follow on skin on Instagram they could follow my personal which is underscore A s h K a h n underscore. I post a lot on there as well about the brand and product. Honestly, they can just hit me up. I can get My email is ashonskin.com I'm happy to talk to anyone, give advice, you know, answer questions. If they have a skincare routine with certain products. Like I'm not. I'm not the type. Like I don't care. Like if somebody's using a different product. Like I want you to be using a good product.

Yes.

And use whatever you can buy one of my products and integrate it into your routine that you already have. Like I have a couple of people who already have a cleanser that they use.

Yeah.

And they just want to use the serum or they just want to use the moisturizer. It's all fine. Just want every guy to actually take care of their skin and improve on themselves.

I love that. Well, Ash, thank you so much for coming on the show today, man. I really appreciate it.

Appreciate it, man.

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