2004
Meet Patrick and Aimee, Husband and Wife. In 2024, they’re the Director and CEO of PATRICKS. But back in 2004, Patrick was an electrician, and Aimee was a lawyer. They met in a seedy bar in London and have been together ever since! Together, they had the idea to open a concept barbershop in Bondi Beach Australia.
2005
Patrick and Aimee wrote a business plan and somehow convinced the ANZ branch manager in Patrick's home town of Bega NSW to let them borrow $250,000 to fund the concept store. The barbershop became a reality. And Patrick and Aimee quit their old jobs and began working their asses off seven days a week. Cutting hair, sweeping floors, managing 25 staff and making coffee. The store became the most famous (or infamous) store in Sydney, from drug dealers to brain surgeons and everyone in between joined the cult like salon.
2006
The barbershops reputation increased in popularity the team went from 4 to 25 people in a matter of months. The awards were coming thick and fast too, from FHM ‘Barbershop of the Year’ – 'Business of the year' and many more over the years.
2009
The barbershop might have been award-winning, but the products they were using, while the best out there at the time, were lacking. Patrick and Aimee had the idea to make their own haircare range. It should be simple, right?
'10-'13
It turns out it wasn’t simple (nothing good ever is). Patrick and Aimee worked day and night on planes and in hotels, setting up global logistics, compliance and websites. While the new formulas for the haircare range were in development, they were tested on the 3-500 guys coming through the barbershop each week. This Test Pilot Program feedback was worth its weight in gold. The formulas and packaging were refined and refined until they were as good as they could possibly be. The barbershop might not be around anymore, but every single product still goes through the Test Pilot Program with 100+ guys until it’s approved for release.
2014
After five years of perfecting the formulas, PATRICKS finally launched –stocked in Mr Porter, Kith, Selfridges, and Harrods. Not bad for a startup from Bondi.
2015
It wouldn’t be a good story without its challenges along the way, and in 2015, PATRICKS had 100k of stock stolen – which almost crippled the business. It must have been all the crushed diamonds in the FS1 Face Scrub.
2016
Patrick and Aimee go back to school to study corporate finance and raise enough capital to replace the stolen stock.
2017
After the success of the haircare range, PATRICKS wanted to expand into skincare. Luckily, at the Four Seasons Hotel in Chicago, Patrick met Professor Matthew During, a neurosurgeon/geneticist, in a sauna, and they decided to create a skincare range together.
2020
PATRICKS skincare range launches in over 300 stores around the world and wins numerous industry awards.
2021
Launched ND1 – the first Natural Deodorant that could keep up with the toxic aluminium salts the big guys use in their deodorant. All thanks to a little-known active called Niodor.
2022
Launched the Plus Range and sold out in seven days. Turns out that guys would pay $95 for a shampoo and conditioner that worked like nothing that had ever been made before.
2023
Japanese cosmetic industry legends Shiseido invest in PATRICKS. This capital allows more products to become a reality, with 17 products in development in 2024, including a hair powder, athlete sunscreen and jet lag pills.
2030
(PROBABLY)
Patrick and Aimee are on a yacht sipping martinis. The new ‘SUPER PLUS’ range has launched and proven so effective that even Patrick Stewart has regrown his hair. The Test Pilot Program is still operating. MGM Studios are yet to respond to Patrick’s application to be the next James Bond.
WE CAN DO BETTER
It might seem like just four words on a page, but to us, it's everything. It's what we live by and what gets us out of bed – even when we're hungover or jet-lagged – often both.
What does it mean? It's a dedication to making skincare and haircare products that are not just better than other brands but as good as they can possibly be – consciously combining performance, efficiency, and sustainability. It's packaging. Design. Formulas. Even this bio you're reading now.
It's taking inspiration not from other grooming brands but from the best out there – no matter what category they're in. Porsche, AP, Apple, and NASA spring to mind.
It's our test pilots – the ones who keep us and our multi-depth, multi-function formulas honest. From Sweden to Sydney and everywhere in between. Guys who put our products through their paces and tell us everything we can make better, no holds barred. It's why we took seven years to release our first product – working with the best chemists and labs in the world. Testing over and over again until they were perfect – with 500 formulas along the way.
It's never being afraid to pull a product if it's not as good as it can be – it might not be cheap, but we get to sleep at night knowing we've got the best out there – and we'll make them even better tomorrow.