I jumped on a call with the founders of Two Dudes, Tomas Tappin and Michael McRae, right between them juggling press interviews after breaking Movember’s all-time fundraising record.

They smashed it. Over $100K raised and counting. They’re even getting one of those giant novelty cheques and running a warehouse party called “Mochella”.

They didn’t lead with this as a brag, but they mentioned it because it explains everything about where Two Dudes is going.

Purpose isn’t a cosmetic layer for them, it’s their operating model.
And it’s the same force that pushed them into a full rebrand.

The guys were an open book (even on the commercial side, like the cost of rebranding🤑) and shared a behind-the-scenes look at the whole process. Let’s go.

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The problem with mens grooming

Here’s the uncomfortable truth about men’s grooming in Australia and New Zealand:

It’s not a men’s category.
It’s women’s brands wearing men’s colours.

Dove Men. Rexona Men. Nivea Men. Garnier Men.
Pick any brand and it’s all the same formula:

Feminine masterbrand run by big co’s
↓
Painted navy
↓
Made “for men”
Voila.

As Tomas put it:

And that’s the big industry blind spot:

• In North America, the category exploded because of men-first brands like Harry’s and Dr. Squatch

• In AU/NZ, the category was waiting for that spark.

This is the opportunity Two Dudes is chasing:
bringing a built-for-men brand into a category dominated by repackaged women’s brands.

Tie that into another invisible barrier that was holding the category back: Self-care and skincare both live in the same psychological space as “men taking care of themselves,” and men aren’t encouraged to do that.

When scrappy stops working

Two Dudes began the way many founder-led brands do: with heart, hustle and a visual identity assembled from whatever resources were available at the time. The logo was created by a friend of a girlfriend. The brand colours - two shades of green, one light and one dark, were chosen simply because they felt “natural.” Their creams came in glass jars, not for aesthetic reasons, but because the minimum order quantities were manageable. Everything was designed for a website, because at launch the business lived almost entirely online.