Shaving it back. Cutting it out. Calling it a day.
I have a moustache. But here’s something you probably didn’t know: I had a moustache wax brand.
UrbanFox Club was my major side hustle. At its peak around 2019, sales were outpacing my salary. What started as a kitchen experiment turned into a business that sold subscriptions, single units, and eventually wholesale and white-label products to barber shops. I even sold the business at one point, only to buy it back later for less, a story for another day.
Having worked in marketing for several years, I’d become particularly adept at small-scale Google Ads campaigns for early-stage startups. But as I talked to business owners, I always wondered, “Would I do this if it were my money?”
In a conscious effort to put my money where my mouth was, I briefed my designer friend George: “two fox tails making a moustache.” Within a week, I had a label and a microscopic pallet of moustache waxes. I spun up an eCommerce store, did my keyword research, and launched a single-channel, single-product brand of moustache wax.
It sold well. The ROI was good. It scaled well. I was immensely proud of UrbanFox Club.
But then, over time, I lost all enthusiasm. Other things took priority, and UrbanFox kept falling to the back burner. Earlier this year, I received a wholesale order for 150 units. I remember looking at the email and just thinking, “Nah. I’m done here.”
Building UrbanFox Club was a blend of creativity, collaboration, and entrepreneurship, a journey I’m proud of. But all stories need an ending.
I’ll say this: if you’re a marketer and want to launch a side hustle, even if it doesn’t take off, it’s a hell of a learning exercise and a great way to put your money where your mouth is. And don’t forget: the joy is in the journey.
Quick end credits, with thanks to: Jasmine Marceau for product photography; George Spencer for label design and initial branding; Molly Clement for instruction illustrations; and Daniel Macleod for lifestyle illustrations.