Foundry's brands are regularly recommended by national publications, website & blogs, garnering millions of impressions and driving organic demand and brand awareness. 

Check out our very own, Jani Friedman's comments below!

Is The Men’s Grooming Hype Bubble Bursting?

"Strong brands will emerge and thrive as long as their fundamentals include constant dialogue with their customers, product innovation and an extreme value proposition. It’s ironic, but these are the same simple fundamentals that have bred successful brands for hundreds of years and have nothing to do with AI, social or omnichannel.

Our experience with our two eight-figure men’s brands suggests there is a very healthy market for brands that offer superior products at premium price points. Our Blu Atlas brand is more than doubling year-over-year, our shampoo and conditioner hero SKUs are up 70% YoY, and our skincare products are quickly becoming cult favorites."

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Hawai’i Community Center and Maui Food Bank

Giving Back

In response to the devastating wildfires that impacted the Lahaina region of Hawai'i in 2023, Benevolence LA proudly donated a total of $30,000 to disaster relief efforts to the Hawai’i Community Foundation and the Maui Food Bank.

We urge others in our community to join us in these relief efforts by visiting the Hawai’i Community Center and Maui Food Bank online to see how you can help.


Foundry acquires Blu Atlas

Foundry Boosts Its Presence In Men’s Personal Care By Adding Blu Atlas To A Portfolio That Contains Stryx And Supply.

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Foundry Aquires Stryx

Foundry, a brand platform that acquires, nurtures, and grows online brands, has recently acquired Stryx Men, Inc., a pioneering men's cosmetic brand that helps men be their most confident and comfortable selves.

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Modern Retail

Amazon Briefing: 2023 is ‘the year of survival’ for aggregators

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Rolling Stone

Rolling Stone Essentials 2022: Our Favorite Products of the Year

This Single Edge razor from Supply proves that fewer blades might actually be better. The single-blade razor slices through hairs smoothly and efficiently, leaving behind less razor burn and fewer nicks. It also lasts longer than most razors and boasts a weighty, quality feel in our hands.

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Beauty Independent

Foundry Acquires Shaving Brand Supply

In the shaving market, Unilever’s takeover of Dollar Shave Club in 2016 and Procter & Gamble’s pickup of Bevel creator Walker & Co. two years later were splashy deals, but they haven’t resulted in the desired positive ripple for their acquirers.

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Dallas Innovates

Dallas’ Foundry Brands Is Building a Portfolio of ‘Micro-Tribe’ Direct-to-Consumer Businesses

Seeing the explosive growth in the direct-to-consumer market over the past few years, Foundry Brands is looking to build a portfolio of brands with loyal followings.

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