18.21 Man Made

18.21 Man Made is an American men's grooming brand built around the imagery of the Prohibition era. Its name refers to the 18th and 21st Amendments to the United States Constitution, which began and then repealed the national ban on alcohol, and the brand wraps its colognes, hair products and shave goods in a bootlegger-and-speakeasy aesthetic. It was founded in Texas, with creative direction based in Dallas and Austin, and sells across salons, gyms and beauty retailers in the United States and a number of international markets.

Trade press dates the launch to 2014 [5], though one industry source records 2015 instead [8]. Since October 2019 the brand has been owned by New World Natural Brands, a Chicago-based company that acquired it as its entry into the men's grooming market; the founders stayed on in management after the deal [5][7]. The company remains active, with a live e-commerce catalogue and seasonal content.

18.21 Man Made was established by Aston LaFon together with brothers Angel del Solar and David del Solar [5]. The co-founders met while working at the salon haircare brand Enjoy. In 2012, LaFon and Angel del Solar set up a distribution company called Credible Culture, which brought premium haircare lines such as Verb and Reverie to salons in Texas. Roughly two years later, judging that men were ready to trade up from mainstream grooming products, they redirected their efforts into launching 18.21 Man Made [5].

The name and look were chosen to evoke American Prohibition. According to the company, it set out to "craft more than just grooming goods" and to build what it calls a bootleg-inspired experience that elevates the everyday ritual. The reference to the bootleggers of the 1920s is deliberate: the founders describe taking matters into their own hands to make premium products specifically for men, echoing the do-it-yourself spirit of that era.

The brand grew first through professional and specialty channels — salons, barbershops, spas and fitness clubs — before expanding into national retail. In 2019 it launched at Ulta Beauty across more than 900 locations [6], adding a major mass-prestige retailer to a footprint that already included Amazon's luxury beauty section and chains such as Life Time Fitness. By the time of its acquisition, the company reported placement in over 5,000 doors, with further retail including Macy's, and described Amazon as roughly a third of its sales.

In October 2019 the brand was acquired by New World Natural Brands, with the deal announced on 1 November that year [5]. Financial terms were not disclosed.

Since 2019, 18.21 Man Made has been a brand within New World Natural Brands, which is headquartered in Chicago [5]. The acquisition was framed by the trade press as the parent company's move into the growing men's market, and is sold alongside the makeup brand Nügg within the group. The founders retained involvement after the sale, with the brand's creative direction remaining based in Dallas and Austin [5]. Reflecting on the decision to sell, LaFon said the company "had grown into a brand that looked bigger than it really was" [7].

18.21 Man Made positions itself as premium men's grooming, with a focus on what LaFon has called "pride of ownership" and products aimed at people who care about performance [6]. Its tagline — "Some things aren't meant to shout. They're meant to be found." — points to an understated, discovery-led identity rather than loud branding, in keeping with the speakeasy theme. The brand markets its formulas as tested and approved by barbers and stylists, and presents itself as a quietly luxurious alternative to mainstream men's care.

The range spans hair (shampoos, conditioners and styling products including pomade, clay, wax and paste), fragrance (colognes and body sprays), body care, face and skin products, and shaving and beard goods. Around the time of its national expansion the line comprised roughly a dozen products priced from about 24 to 80 US dollars, with a signature wash and a pomade among the strongest sellers.

Its defining product is the Sweet Tobacco scent, which the company calls its first creation and "the cornerstone of 18.21"; other scent lines include Spiced Vanilla, Absolute Mahogany and Noble Oud. On ingredient transparency, the brand says it lists ingredients on each product page and has partnered with the service ClearForMe to provide an interactive ingredient glossary. On animal testing, the company states that its products are "100% cruelty-free" [4]. Beyond that claim, it does not publish vegan, paraben-free or similar certifications.

18.21 Man Made remains active as a brand owned by New World Natural Brands following the 2019 acquisition [5]. Its e-commerce site carries a full product catalogue and seasonal content, and it continues to be distributed through retailers including Ulta and Macy's, professional channels such as salons and gyms, and a number of international markets.