In true entrepreneurial spirit, Barry Alford and business partner Jefferson Hoff spotted a gap in the men’s grooming market and decided to go for it with their Alford & Hoff skincare programme. CG So Barry, where did the idea for Alford & Hoff come from? BA Jefferson and I were at Arizona State University together, we were always into brand-named clothes and skincare products. Our team mates used to make fun of us but after two or three years they started coming up to us and asking us for our advice.
Then five years ago my mother was diagnosed with Huntington’s disease, a neurological disorder. I Googled all the information I could find and came across sirtuins. These are the naturally occurring proteins that protect the death of cells. If you can activate them, they can protect the cells from dying off.
I had spent the past decade working in the medical field consulting with neurosurgeons, plastic surgeons and neurologists. I saw the potential in this for the skin and with Dr John Gross, a noted cosmetic and plastic surgeon, we developed Alford & Hoff.
CG Where does the ‘Sirtuin-Activating Complex’ that is in your products come from?
BA Rice extract
CG So why develop the range exclusively for men?
BA We met with American retailer Neiman Marcus with the idea and the buyers said you should do this for men. They saw lots of men buying women’s products. As men, Jefferson and I can relate to our customer. We like to go down to the stores and speak to men about their skin.
CG Favourite product?
BA If I had to choose one, I’d say the serum.
CG What next for Alford & Hoff?
BA We’re bringing out a fragrance in October which we’ve been working on for the past year. It will be called Alford & Hoff.
CG What advice would you give men regarding their grooming regimes?
BA Educate yourself. Go in and ask lots questions.
CG Any final words of advice?
BA Your face is your first line of communication so look after it.
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