Landon McKinnis started Private Grooming, LLC in 2019 as a vehicle to create a better body-grooming device. A self-described grooming enthusiast, McKinnis was motivated by personal experience: like many others, he had tried popular shaving tools that promised to be safe and effective, only to be disappointed by nicks, irritation, or ineffectiveness. This frustration sparked the idea for a new kind of trimmer. In McKinnis’s words, he wanted a product that would let people “go nuts” shaving sensitive areas without worry – a playful nod to both the company’s name and its purpose.
From the outset, McKinnis was determined not just to invent a solution, but also to protect it. He took early steps to safeguard his idea through trademarks and patents. In fact, securing a trademark for the name “Go Nutz” and filing a patent for the product’s design was a lengthy process, taking on the order of two to three years. This period of behind-the-scenes groundwork (approximately 2019–2022) was crucial for laying a legal foundation before the product ever hit the market. McKinnis remained persistent through the paperwork and legal hurdles, knowing that solid intellectual property protection would be important for the long-term success of his venture.
With the concept and IP secured, McKinnis moved on to the practical development of the device. He began with a simple drawing of what he envisioned the shaver should look like and how it should function. From there, he enlisted professional designers and engineers to refine the concept. A detailed 3D model was created, and after multiple design iterations, a fully functional prototype emerged. This prototype phase was intensive – it required meticulous attention to detail and repeated refinements to ensure the product would work as intended for its specific use-case.
One notable aspect of the Go Nutz shaver is its distinctive shape and engineering. Unlike conventional stick-like trimmers, the Go Nutz device was developed with a round, ergonomic form factor – roughly the size of a baseball or tennis ball – so that it fits comfortably in the palm of the hand. This unique design was conceived to make it easier to maneuver the shaver along contours of the body. To achieve a safe, close shave without cuts, the engineering team incorporated an internal foil blade system (rather than exposed blades) that could cut hair closely while minimizing the risk of nicks or pinching. Early on, McKinnis worked with a product development firm to integrate features like waterproofing and a self-cleaning mechanism. For instance, the shaver was designed to be fully waterproof, allowing it to be used in the shower, and a docking station was developed that not only recharges the device but also helps clean the blades. The device also uses magnetic detachable heads (attachments) for trimming longer hair before shaving, illustrating the attention to versatility in its design.
Developing a brand-new hardware product from scratch required significant resources. In interviews, McKinnis revealed that the process of prototyping and preparing for manufacturing demanded a substantial financial investment – over a quarter of a million dollars by his estimate. These costs went into things like creating molds for production, sourcing quality materials, and iterating on the design. “A brand isn’t built overnight,” McKinnis noted, emphasizing that patience and perseverance were necessary throughout the multi-year development journey. By the time the design was finalized and manufacturing plans were in place, Go Nutz had evolved from a sketch on paper to a tangible product ready for consumers.
After years of development, Go Nutz officially launched its first products in mid-2023. On June 6, 2023, Private Grooming, LLC announced the debut of the Go Nutz shaver (for male grooming needs) and Go Bare (a variant tailored for women). Both devices share the core technology and design philosophy, simply branded to appeal to different audiences. The launch press release highlighted the shaver’s unique ergonomic shape and its shaving capabilities, underscoring how it stands out from traditional trimmers. Thanks to its palm-sized, spherical design and specialized blades, the Go Nutz/Go Bare aims to provide a close and comfortable shave without irritation, nicks, or cuts. The units are fully waterproof and can be safely used in a shower or bath, and their magnetic heads allow users to easily switch between trimming and shaving functions.
Following the launch, the Go Nutz brand gathered its first wave of customers through direct-to-consumer sales online. User feedback at this stage was important – any insights would inform future improvements. In line with that, the company did iterate on the product. A “Version 2.0” of the Go Nutz shaver was introduced, featuring a stronger motor and refined foil blades. This updated model continued to emphasize no risk of cuts and added enhancements like a more robust self-cleaning, self-charging dock for convenience. By the end of 2023, Go Nutz had also expanded its sales channels by listing the product on Amazon, reaching a broader customer base. The Amazon product description reiterates the device’s patented design and multi-attachment system, reinforcing that it is a purpose-built body groomer, not a repurposed generic shaver. These developments indicate that the company was responsive to growth opportunities and committed to delivering a polished product.
In the early stages, Go Nutz relied on word-of-mouth and niche marketing to reach potential customers who were seeking a better grooming tool. The company slowly gained recognition, as McKinnis noted, from satisfied users who appreciated its effectiveness. To build credibility, the founder also shared his story and demonstrated the product through various media outlets. For example, McKinnis was interviewed on an online show in mid-2023 where he explained the origin of Go Nutz and how it delivers on promises that other grooming gadgets fail to meet. An online lifestyle magazine also profiled him in an “innovator” feature, highlighting the persistence it took to develop Go Nutz and Go Bare over several years. These pieces provided the public with insight into the brand’s backstory and helped establish Go Nutz as an emerging player in the grooming industry.
