Keeps wants to take away the stigma of hair loss.Founded by two former Google employees, Steven Gutentag and Demetri Karagas, Keeps is looking to help prevent hair loss for men, especially men in their 20s and 30s. Launching today, the brand offers two FDA-approved treatments directly to users’ doorsteps.“There are those late-night commercials about transplants or products like everything from a laser helmet to gummy vitamins and shampoos all claiming they cure hair loss and typically it’s targeted to an older guy in their 40s or 50s,” said Gutentag. “We saw there isn’t anyone that is speaking to this market of guys that start losing their hair in their 20s or 30s, so we want to be the solution to this problem.”Experiencing hair loss in his 20s, Gutentag was frustrated with the price of his treatments and needing assistance when buying from locked product cases at drugstores. This negative experience led him to team up with his former New York University classmate Karagas to create a simpler way for men to get their hair-loss treatments.The brand offers two FDA-approved treatments: Minoxidil, a $10 topical treatment, and Finasteride, a $25 oral 30-day tablet. On the brand’s web site, customers are asked to submit pictures of their scalp and answer a few questions about their hair. Then a licensed doctor reviews their submission and gives them a recommended treatment plan. The customers can order the treatments directly from the brand’s web site to be sent to their door.Keeps is targeting younger men to stress the importance of preventing hair loss at an early age rather than trying to cure it later in life. The brand chose a direct-to-consumer model so men can avoid the inconvenience and embarrassment of buying treatments in-store.“There is a much bigger audience in men who are losing their hair and aren’t using products and probably don’t know what to do,” Gutentag continued. “We want to give them an affordable solution and be that straightforward solution to this problem.”The brand has also received backing from executives from Net-a-porter, Birchbox and Maveron, among others.“We love Keeps for the intelligence and track record of the founding team and for their overall approach to addressing hair-loss prevention and treatment,” said Natalie Massenet, founder of Net-a-porter and chairman of the British Fashion Council, whose venture capital firm, Imaginary Ventures, invested in the brand. “When Imaginary invests in a direct-to-consumer business, we back founders who have their consumers’ needs at the heart of their business and constantly improve on the status quo. It’s fair to say that there is room to re-think education and treatment in the hair-loss space.”While the brand’s hair-loss treatments are only FDA-approved for men, Keeps plans to launch products later on that treat related problems for men and women. The brand isn’t forecasting estimated sales for its launch.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion (📷: Dan Doperalski)
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)