Pretty Boy: Building an E-Commerce Contender with Grit and Vision
In the fast-paced world of e-commerce, standing out takes more than a good idea—it demands ambition, collaboration, and a relentless focus on what matters most: your customer. At Patigroup, we’re passionate about spotlighting brands that embody these values, driving innovation and inspiring others to push the boundaries of what’s possible. Enter Pretty Boy, a men’s skincare brand launched in 2022 by co-founders Kevin Niehoff and Ben Feys. With sales climbing from $187,000 in their first year to $1.1 million in their second, and a bold aim to exceed $4 million annually, they’re not dominating the market—yet. But their story is a compelling lesson in laying the groundwork for growth, proving that big wins start with smart moves.
Pretty Boy isn’t rewriting the e-commerce rulebook just yet, but it’s carving a path worth watching. From humble beginnings to steady progress, they’re showing what’s possible when you combine purpose with execution. Let’s dive into how they’re building their brand and what their journey reveals for e-commerce hopefuls.
From Struggle to Solution: The Roots of Pretty Boy
Every solid business starts with a spark, and for Pretty Boy, it was personal. Kevin Niehoff and Ben Feys, college buddies from Ohio State University, turned their skin woes—Kevin’s eczema and Ben’s acne—into a mission. Frustrated by overpriced, overcomplicated skincare, they set out to create something simple and effective for active men like themselves. Launched in February 2022 with a $70,000 investment from savings, they kicked off with a 10,000-unit order, selling to friends, family, and early adopters by mid-2021.
This isn’t a blockbuster tale of overnight riches, but it’s real. Trusted by over 25,000 men and earning nods like the GQ grooming award and the National Eczema Association’s Seal of Acceptance, Pretty Boy is proving that authenticity can fuel progress. At Patigroup, we value brands that solve genuine problems—it’s the bedrock of lasting impact.
Listening to Learn: Research That Shapes Success
Kevin and Ben didn’t guess what their audience wanted—they dug in. A 30-question survey sent to hundreds of potential customers revealed a clear demand: lightweight, high-performing skincare that skips the grease. Teaming up with dermatologists and cosmetic chemists, they fine-tuned a two-step system—the Fresh Start Cleanser and Revival Moisturizer—to tackle dry skin, redness, oil control, wrinkles, under-eye bags, and acne. At $59, it’s a steal compared to Kiehl’s $224, with 99% of users praising its quick absorption and clean feel, backed by a 100% money-back guarantee.
This methodical approach isn’t flashy, but it’s smart. It’s about building trust and delivering value—core principles we champion at Patigroup. Pretty Boy’s groundwork shows how listening can set you up for steady, sustainable growth.
Marketing That Works: Lean and Targeted
Marketing in e-commerce is a battlefield, and Pretty Boy is learning to fight smart. They started with Facebook ads, hitting a cost per purchase in the mid-$20s and a customer lifetime value of $70-80. After testing three agencies, they brought it in-house, cutting costs without losing momentum. Their ads—think user-generated content from Kevin and $1,500 comparison campaigns against Kiehl’s—keep it real and relatable. Add SEO-optimized blog posts (powered by tools like ChatGPT) and 15% email sign-up discounts, and they’re steadily building a presence.
It’s not a multi-million-dollar ad blitz, but it doesn’t need to be. With monthly unit sales of 8-9,000 on their site and 2-2,500 on Amazon when stocked, they’re moving product—11,000-12,000 units total in peak months. At Patigroup, we know effective marketing isn’t about scale alone; it’s about precision. Pretty Boy’s lean strategy is a solid start.
Operations That Hold Steady
Pretty Boy’s numbers tell a story of progress, not perfection. Selling via their website (PrettyBoy | Simple Men's Skincare) and Amazon, they’ve hit $1.1 million in year two, up from $187,000 in year one. Their average order value sits at $45, with costs breaking down to $6.18 for goods, $1.94 in merchant fees, and $5.50 for shipping—leaving nearly 70% landed-to-customer margins. Their Shopify-powered subscription model drives 60% of monthly sales, while cohort data shows a 10% repurchase rate, with first orders of $39 in January 2023 growing to $96 by month 11.
Challenges? Inventory hiccups—4-month lead times from China and 20-24 weeks for U.S.-made goods—cap their potential. Still, their $4 million goal isn’t out of reach if they can stock up. At Patigroup, we see the power in systems that scale. Pretty Boy’s operations aren’t flawless, but they’re learning fast.
Looking Ahead: Growth on the Horizon
Pretty Boy isn’t stopping at $1.1 million. They’re eyeing new products—sunscreen, additional cleansers—to boost order value and deepen customer ties. Global expansion and sharper digital tactics are in play too, all with a tight team of two. It’s ambitious, and while they’re not there yet, the path is taking shape.
They’ve learned along the way: stay lean, reinvest revenue, and lean on a co-founder. Early days of packing boxes and juggling customer service taught them cash flow and inventory management the hard way. At Patigroup, we admire this grit—it’s the kind of tenacity that turns potential into progress.
Takeaways to Build On
Pretty Boy’s journey offers practical lessons for e-commerce players:
Start with your why: Solve a real problem for real people.
Know your audience: Use data to guide your moves.
Market wisely: Focus on what works, not what’s loudest.
Stay adaptable: Learn, tweak, and keep pushing.
A Brand in the Making
Pretty Boy isn’t an e-commerce titan—not yet. Their $1.1 million in sales and 25,000+ customers are impressive, but they’re still climbing. What sets them apart is their clarity: a purpose-driven product, a customer-first mindset, and a willingness to evolve. Positive reviews on Thingtesting (PrettyBoy Reviews 2025)—think fewer breakouts and compliments for men over 40—hint at their growing appeal.
At Patigroup, we’re drawn to brands that reflect our drive for ambition, collaboration, and innovation. Pretty Boy embodies that spirit, not because they’ve conquered the market, but because they’re building something real, step by step. For anyone dreaming of e-commerce success, their story is a call to action: start where you stand, work smart, and keep your eyes on the prize. Together, we can turn potential into power.
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