Our Story
A natural innovative cosmetics and grooming brand, made by men, for men. A progressive vision of masculinity, projected into the future and breaking stereotypes. A vision to become the leading men's natural brand.
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Meet the Founder
When living in Asia for 3 years, Francesco Urso, a former Brand Director in Procter & Gamble, was inspired by the advanced beauty rituals he discovered. A whole new level of self-care opened up to him. He could see the effects of a simple yet effective skincare routine on his physical and mental health. “I feel in love with sheet masks, because of how visible and immediate the effects are.
I decided to create the best masks for men, tailored to our needs and made with natural ingredients”.
Following the initial launch of sheet masks, the brand is now bringing more products to men, finally upgrading men to natural and advanced skincare rituals.
By Men, For Men.
Wolf Project. A brand made by men, for men. We take care of ourselves, because it makes us better humans. We explore, we discover, we are free spirits
The Interview
What is your mission? +
We want to help men assert their own, progressive vision of masculinity. Too often we, men, are held back by stereotypes of what a “real man” can do or should be. We want to break these paradigms, free men from historical and societal barriers and help them move forward. Wolf Project is just a part of a bigger movement that we hope can change the world for better.
Why did you start with sheet masks? +
Sheet masks give the most visible results with practically no effort. The secret is that these masks hold the ingredients onto the skin and compress them in, instead of letting the precious serum evaporate. You just cannot believe the difference before/after. Your skin will glow, be firmer, feel better and look healthier. In just 15 minutes you get one full week worth of hydration.
How important is sustainability at Wolf Project? +
We believe that the role of the brand is not only to give great products to our customers. Sure, we do that, but we also need to recognize our responsibility in the world and do our part. We believe in responsible beauty, sustainable development and transparent communication. We work only with suppliers we can ensure follow the same high ethical standards we have. Our formulae are always 95%+ natural based, even if this means that formulating products is harder and sometimes takes more time. We are mission’s driven, we communicate and spread our values with our customers and our community.
What’s next at Wolf Project? +
We are dreamers. We believe men around the world are ready for better, natural, more advanced skincare rituals. So many of us yet have to discover the mental and physical improvements that a proper skincare ritual can give. We will launch more products, expand in more regions and create more and more meaningful brand activations.
Designed in Switzerland
Engineered in Korea
We work with beauty experts in Korea to merge Swiss rigor and Korean know-how.
