In March 2021, three friends – Tom Phillips, Jaron Nalewak, and Joe McDevitt – launched BroGlo, a self-tanning company focused specifically on male consumers. The business idea emerged when Jaron, who has fair skin, struggled to find self-tanning products that provided natural-looking results for men.
Starting with just $974 in initial capital, the founders developed their first product: a face tanner designed specifically for men. The company’s first batch of 200 units sold out within two weeks, validating their belief that there was significant demand for male-focused self-tanning products.
BroGlo’s product line includes both face and body tanners. The products use DHA, an FDA-approved active ingredient that reacts with amino acids on the skin’s surface to create a darkening effect. The formula incorporates a range of nourishing ingredients, including coconut oil, avocado oil, and hyaluronic acid, making it suitable for those with sensitive skin.
The company developed its products with practicality in mind. Their clear, water-based formula doesn’t stain clothes or bedding, and results develop within 6-8 hours of application. The products offer good value for consumers, with face tanner bottles lasting 2-4 months and body tanner bottles providing enough product for 10-12 full body applications. For optimal application, the company recommends using their specialized mitt applicators.
Growth and Marketing Strategy
BroGlo’s initial marketing success came through TikTok, where Jaron created humorous content that attracted hundreds of thousands of views. This organic social media presence drove consistent monthly growth throughout 2021, leading the company to expand its marketing approach in 2022. The founders partnered with a digital marketing agency to convert their successful TikTok content into paid advertisements. They also launched their products on Amazon as an additional sales channel, significantly expanding their market reach.
These strategic marketing decisions yielded impressive results. By the end of 2022, monthly earnings reached $250,000-$300,000, marking a 500% increase from the previous year.
As BroGlo grew, it encountered several operational hurdles. The company struggled with seasonal fluctuations in demand and faced challenges in inventory management during peak seasons. Their limited warehouse capacity and order fulfillment capabilities also became constraints as order volume increased.
In June 2023, the company implemented several solutions to address these challenges. They partnered with a local third-party logistics provider to improve order fulfillment efficiency. The team also developed more sophisticated inventory forecasting methods based on historical data and adjusted their marketing spend to align with seasonal demand patterns.
These operational improvements allowed BroGlo to maintain profitability while supporting continued growth. Throughout 2023, monthly revenue consistently ranged between $250,000 and $300,000, occasionally exceeding $300,000 during peak periods.
BroGlo has begun expanding beyond its initial self-tanning focus with the introduction of a non-tanning face moisturizer. Looking ahead, the company plans to further develop its skincare product line and explore retail distribution opportunities. The founders are also working to strengthen their content creation capabilities by hiring additional creators to support their social media marketing efforts.
The company continues to focus on the men’s grooming category, developing new products to serve this market. From its modest beginning with less than $1,000 in startup capital, BroGlo has established itself as a profitable business in the men’s self-tanning market, maintaining consistent growth while expanding its product offerings and distribution channels.