We caught up with the brilliant and insightful Matthew Haddix a few weeks ago and have shared our conversation below.

Hi Matthew, thanks for joining us today. How did you come up with the idea for your business?

About 3 years ago I was shopping in a mall and I was looking for mens products that I could find to help me take care of myself for the upcoming week. I decided that I was going to change my life and take care of my physical health as well as my mental health due to the fact that I was working alot. During this time I was struggling with a skincare routine, grooming routine and keeping my skin as well as hair conditioned in a way that doesn’t hurt me in long run. While looking through the mall I saw dozens of womans products as well as women’s cosmetic stores. Examples like Sephora, bath and body works, macys and many more. Also these stores that carried mens products contained a men section that was so small that the options were really not that large and were identical. They also contained products that contained chemical ingredients and synthetic smells that did not compliment my natural aroma. So with that in mind I decided I am going to try and make a simple product for myself. This product was my Whipped Body butter as well as beard balms and was the first product that started the business. I felt this was worthwhile because in a mans perspective we never really care about dry hands, dry feet, dry hair/beard or dry anything because we work alot and see having soft hands or anything soft as a feminine trait which is not the case. Well I wanted to change that. I figured that if I make a product that is natural, smells good, and heals skin and hair using simple Ingredients it will be a big hit. This idea was a idea that no one else was doing because all the grooming and cosmetic products were aimed towards woman and usually smelled fruity, citrus, or light scented. Nobody was making cosmetic products that smelled like Pine, outdoors or tobacco. So I felt confident in it. I was excited because all the men and friends that I know were always looking for a woodsy scent and I was creating products that were exactly what they were looking for. My approach was simple but unique, make a product that is natural and smells like something you will never be tired off no matter what you do rather its hard labor, working at your job, or just hanging around the house. I am excited how the business is going and cannot wait to keeping forward

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

My name is Matthew Haddix and I am a artist and a craftsmen of cosmetic products as well as leather goods. I am originally from Philadelphia, PA and New Jersey. I got into the business because I was always Interested in fashion as well as grooming and wanted to make a change in the industry. The products I provide are Whipped Body butters, beard grooming products, grooming accessories, Bath products, candles, leather goods and in the future cologne. I feel I solve issues involving skincare problems like eczema, dry skin, and patchy skin. beard and hair issues like split ends, dry beards, untamed hair, and flaky scalps. I feel I am different because all my product are handmade in house and are tested rigorously to make sure it works perfectly for my clients. Also i listen to feedback very carefully. I am mostly proud of the progression we have had and I want my customers to know that I am very approachable busines owner and i am very easy to contact for concerns and questions. Also every cosmetic product and every leather product is made for everyone no matter who you are or where you came from.

What’s been the most effective strategy for growing your clientele?

So personally I would say the most effective strategy is going to markets and events and handing out your business cards. Striking up a conversation is very underrated and even though we live in a digital age, alot of things are faked and not authentic. Being able to shake someone’s hand and speak to them about your business to me; shows the customers that you are real and take pride in connecting to the people you are selling to.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

So I sell on Etsy and my website. So I decided to do these two options because I wanted to be more in control of how I spend and recieve income as well as be part of a community. Etsy is a powerhouse for Crafters and they do a wonderful job not charging you alot of money and allow you to connect with other Crafters around the world. My website is what I love the most because I can set it up and decorate it as much as I want and whatever I sell I keep. Nothing beats that feeling of freedom of owning your own brand and website.

Contact Info:

• Website: Litmercantile.com
• Instagram: Instagram.com/litmercantileshop
• Facebook: Facebook.com/litmercantile
• Youtube: Coming soon
• Other: Etsy.com/shop/litmercantile