These SMU students built a cutter for preparation below the waist


Hair removal in the lower regions is more common among men than is thought.

Between waxing and shaving, many prefer the latter, but often end up with cuts and cuts, which makes it a painful affair.

This is what one of the co – founders of A bull when he shaved “down there” with a razor, which sparked the idea of ​​creating Asia’s first and only Asian brand.

“We just lacked the right tools for the job, especially in Asia. With over 50% of men trimming and preparing regularly, we have found the opportunity to bridge this gap in the market. At the same time, we wanted to break the taboo of preparation for men below the waist and spread awareness about the care and hygiene of men, ”said Lydon Ong, co-founder of Bovem.

No more affection when you shave “down there”

The two 24-year-old founders are senior business students at Singapore Management University (SMU), and this is their first venture.

One of the main points of pain that we try to solve is the discomfort and sometimes the pain, which is accompanied by the preparation (below the waist). Our clippers are anti-nick and cut, which means you no longer have to scream in the shower while trying to tame the bush.

– Lydon Ong, co-founder of Bovem

He added that his clippers are also 100% waterproof, which makes it safe to use in the shower.

Image credit: ox

It took about four months for Bovem to develop its cutters. The safety of the trimmer was his top priority, so it involved a lot of research, development and testing.

They had many iterations of the trimmer, and even after the detailed specifications were completed, there were still several comings and goings to ensure the proper materials were used.

After deciding on the final engineering and design, the team and their friends tested the products before officially launching them in September 2020 with their first product: the Globe Trimmer.

When they first spoke about their family about the launch of Bovem, they said they had received “some laughter and laughter at the peculiarity of using the product,” but said they were all very supportive of their business idea.

On the other hand, some of his friends were initially skeptical about the idea, but were very intrigued by the novelty of his product at the same time.

“After all, it’s a pretty baffled product that we try to sell in a generally conservative Asian market,” Lydon reflected.

They became profitable in just one month

Lydon lamented that the hardest part to start with was the steep learning curve.

“We had to learn everything ourselves and be quick to pick things up. There are constantly unresolved issues and new things to learn. For two guys with little previous business experience, it was pretty overwhelming, ”Lydon said.

One of the main business challenges faced by the initial start-up was the promotion of an intimate product without it being “raw” or “cheap”.

“We approached this (with) a refreshing angle, through humor and subtle advertising, which allows us to stand out from our competitors. Our campaigns were also launched through social media in the global market, which worked relatively well for us, ”he added.

Thanks to the playful nature of their products and marketing campaigns, they gained momentum quite quickly and caught the attention of various local and global influencers. They ended up receiving a lot of distribution requests from all over the world, including Malaysia, Vietnam and even Europe.

A young Singapore trimmer
Image credit: ox

His TikTok account has garnered more than 19,500 followers in a span of two months, with a few videos going viral (even one surpassed six million views), which helped open the doors to a influx of global market awareness.

In just one month, Bovem made a profit and managed to reach six-figure revenue in just four months. So far they have sold more than 3,000 sets.

In Asia, many of the haircuts are designed for scalp hair or beard in general, so its marketing and specific design as a below-the-waist trimmer caught the attention of many in the market. Asian.

While in Western countries where hand protection brands already exist, we have developed our unique point of sale through branding, social media and advertising, while maintaining a competitive price as one of the most affordable options among our competitors in order to gain a share of their market share. .

– Lydon Ong, co-founder of Bovem

To stay competitive against more established players, its prices were slightly lower than its main competitors in the United States and the United Kingdom by only $ 49.90.

A young Singapore trimmer
Image credit: ox

They also introduced a quarterly subscription model to provide a more stable source of revenue for planning and investment.

“Similar to the Razor and Blade model, our upgrade plan generates an additional cash flow through the blades, which acts as a complement to our cutters.”

A pioneering player in the landscape industry

Commenting on the landscaping industry, Lydon said he is definitely still in the early stages of adoption in Singapore.

“We believe that there is still a lot of potential and room for growth in this segment. With the influence of Western cultures, we expect more Asians to be more open to the idea of ​​personal preparation, especially below the waist. “

Sharing future business plans, Lydon shared that Bovem is currently focusing on expanding its presence in Singapore and strengthening its position as a market leader in Asia.

For now, they are exploring more local associations to promote and educate the public about hygiene and preparation for men.

Beyond that, they also seek to introduce new products to build an ecosystem of products for male preparation and introduce complementary products in the near future.

Use the code “LABEL” for a € 5 discount on all Bovem activated products Vice President Label.

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