HOW IT ALL BEGAN

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Pioneering the men's grooming movement in Australia.

VITAMAN founder and resident Sydney-sider, Clare Matthews, is an experienced Beauty Therapist, International Skincare Lecturer, and former Salon Owner. She spotted the men’s grooming trend in Australia way ahead of the curve – and knew there was an opportunity to create a marketplace that had never existed before. So, after heaps of research about indigenous biochemistry and a solid education on formulating naturally active products, the idea behind VITAMAN was born – to create an all-natural, 100% Aussie-made haircare and skincare range of products specifically designed for men. 

In December 1999, at the height of a very warm Australian summer, VITAMAN officially launched as the first men's grooming e-commerce brand in Australia. To this day, Clare remains dedicated to VITAMAN's legacy of being the most innovative, effective, and natural men’s haircare and skincare product range available today.