Hawthorne

Operated by a team of contemporary grooming specialists, Hawthorne presents a modernized approach to customized beauty regimens. Founded by Phillip Wong and Brian Jeong as a fragrance label in 2016, the brand devised a data-driven process to help customers pinpoint their ideal scent. This self-led shopping method informed the brand’s expansion into the larger self-care arena, maintaining a mix-and-match approach to personalized health and beauty products. Lush fragrances and textures create a vivid sensory experience within the brand’s range of face care, shampoos, conditioners, and deodorants. By highlighting key features and ingredients, Hawthorne’s understated labels demystify opaque terminology in favor of low-fuss approachability. With custom beauty routines for a tailored daily experience, Hawthorne offers a uniquely detail-oriented perspective to wellness.