Our Story

Meet Patrick and Aimee, Husband and Wife. In 2026, they’re the founder and CEO of PATRICKS. But back in 2004, Patrick was an electrician, and Aimee was a lawyer. Together, they had the idea to open a barbershop.

The barbershop became a reality. And Patrick and Aimee went from their old jobs to working their asses off seven days a week. Cutting hair, sweeping floors and making coffee.

The barbershop won FHM Barbershop of the Year. The first award of many.

The barbershop might have been award-winning, but the products they were using, were lacking. Patrick and Aimee had the idea to make their own hair care range. It should be simple, right?

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 hair care 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.

After five years of perfecting the formulas, PATRICKS finally launched. Stocked in Mr Porter, Kith, Selfridges, Harrods, Nordstrom and more. Not bad for a startup from Bondi.

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.

Patrick and Aimee go back to school to study corporate finance and raise enough capital to replace the stolen stock.

After the success of the hair care range, PATRICKS wanted to expand into skin care. Luckily, at the Four Seasons Hotel in Chicago, Patrick met Matthew During, a neurosurgeon/geneticist, in a sauna, and they decided to create a skin care range together.

The PATRICKS skin care range launches in over 300 stores around the world and wins numerous industry awards.

Launched ND1—the first Zero Aluminum Deodorant that could keep up with the toxic aluminum salts the big guys use in their deodorant. All thanks to a little-known active called Niodor.

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.

Japanese cosmetic industry legends Shiseido invest in PATRICKS. This capital allows more investment in new product development—the Test Pilot Program goes into overdrive.

UV2, HP1, SF1, AL1, LB1, ES2 and BB1 all launch, winning awards and customers from around the world.

The biggest collaboration in the company’s history happens, partnering with the Alpine Formula 1 Team to supply products to the drivers and team as they race around the globe.

(Probably)

The new ‘SUPER PLUS’ range has launched and proven so effective that even Patrick Stewart has regrown his hair. Alpine win both the World Constructors Championship and World Drivers Championship—the best smelling team to ever do so. The Test Pilot Program is still operating. MGM Studios are yet to respond to Patrick’s application to be the next James Bond.