Entrepreneurs are rarely satisfied with just one successful business—and though Deep Patel is still in his 20’s, he has numerous ventures under his belt. Upon founding popular men’s skincare brand Blu Atlas at just 24 years old, Patel found a gap in the men’s grooming market for clean and effective skincare. Despite its high annual profits, he recently sold Blu Atlas to pursue other ventures—and never play it safe.
Patel’s entrepreneurial spirit was key to making Blu Atlas a success. His father was a business owner in Georgia, and Patel paid close attention to his discussions about work. At age 16, Patel wrote the book A Paperboy’s Fable based on his father’s experiences. He later leveraged his book’s success to found his own marketing agency. With an ethos rooted in creating solution for common problems, Patel saw an opportunity in the men’s grooming market based on skincare concerns from close associates and himself. After his own severe reactions to other products on the market and frustrations from a lack of clean skincare options, Patel decided to make a solution himself—one without harmful chemicals or other negative ingredients.
“I was completely focused on making things that addressed problems I faced in my own experiences,” said Patel. “I wanted to create clean, effective skincare that I would actually use myself, to help people feel good in their own skin.”
When establishing Blu Atlas, Patel worked closely with top dermatologists and formulators to develop its core products—and that research and development made it a standout. Men who were frustrated with the lack of options in the market were attracted to the brand’s quality and affordability, as well as its organic word-of-mouth marketing tactics. The brand largely grew from recommendations from customers, publications, and top influencers in the men’s grooming space. And that combination paid off: over 100,000 customers praised Blu Atlas’ scent, feel, and performance, from its aftershave creams to skincare serums. The brand didn’t just attract customers, but retained them, leading to a strong customer base that was also educated on skincare and grooming.
“With access to information through social media, dermatologists in their communities, and ingredient-focused articles online, consumers are purchasing products for their efficacy,” said board-certified dermatologist Dr. Coreen Copuyoc. “This knowledge has been transformative, encouraging consumers to make better skincare choices.”
However, Patel’s path to success wasn’t without its challenges. Skincare is a competitive industry, where brand aesthetics and product efficiency have to be excellent—and skincare lovers have to be drawn into a brand’s mission. Additionally, Blu Atlas faced supply-chain issues and drawn-out bureaucratic processes that could have negatively affected its business. Despite these, Patel focused on improving his products’ quality through expert guidance and trial and error, instead of changing their formulations or hiring a bigger team. That dedication allowed Patel to scale up Blue Atlas based on his own marketing knowledge—but even he couldn’t have predicted the overall impact Blu Atlas would have.
Blu Atlas gained momentum throughout 2022 and 2023, with month-over-month growth that surpassed competitors like Kiehl’s and Jack Black based on Similarweb traffic numbers. The brand’s most popular products were its face cleanser and fragrance, though its shampoo and conditioner also increased by up to 70% in year-over-year sales. It’s clear that Blue Atlas’ growth defied initial skepticism of its place in the skincare market—and proved that men’s grooming is an important part of the everyday man’s routines.
Lessthan two years after he first launched Blu Atlas, Patel sold the business to Foundry Brands. “Blu Atlas has successfully cracked the code,” said Matt Rhodes, Foundry’s co-founder and CFO, to Global Cosmetic Industry. “The acquisition perfectly aligns with our mission of enriching people’s lives.”
The brand’s 18-month timeline from its creation to being acquired was a fast one. However. it fits into the rising demand for men’s grooming brands in the market, which are expected to grow to $160.7 billion by 2033. And Patel is just beginning to take his next steps towards the future after the sale.
“The business was growing fast, but I felt stuck because I had no idea how to push it to the next level,” said Patel. “Our holy grail for expansion was to evolve from an exclusively direct-to-consumer brand into a retail presence. I know Foundry will continue to elevate the brand and make a positive impact on the lives of men globally.”
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