TEN4: The Love that Built This.

I’ve never done this before. Writing like this.

But five years deep into this journey—elevating thousands of men’s grooming routines, figuring out the men's grooming game as I go—it feels like the perfect time to start something new.

So here we are.

But let’s rewind real quick.

February 2019—an idea sparked. I needed something to moisturize and shine the coils growing from my face. Simple enough. But when I went looking, I realized something—no brand actually saw me. My wool-thick beard. My oily, sensitive skin. These brands weren’t for me. They were just trying to push product to me.

So, in May 2019, I soft-launched SOSS.
By October 4, 2020, we went official. Out the gate, we didn’t just enter the men’s grooming game—we rewrote the standard. From introducing a "beard soufflé" to the affirming product names to the Mr. SOSS logo, we made it clear: this is different.

But something shifted. Fast forward to 2024, and I had to face a hard truth—somewhere along the way, we started mirroring the same brands that made SOSS necessary in the first place.

And that’s not what we do.

2025? We’re resetting. We’re doubling down on the greatness we were built on.

So here’s the new deal: every 4th of the month, I’m writing to you.
I don’t know what these letters will always be about, but what I do know is that they’ll be real. Transparent. Honest. A window into what’s really happening behind the scenes.

Since it’s February, let’s start with self-love.

And for me, SOSS is me.
Loving SOSS is an extension of loving myself.

I once heard someone ask:
"Do you know yourself well enough to love yourself?"
And on the flip side:
"Do you love yourself enough to want to get to know yourself?"

Recently, I had to check myself—I needed to go back and relearn what SOSS truly is. Not just the business, but the essence.

Here’s what I re-learned.

1. We Are A Grooming Brand.

Hard stop.

SOSS is a product-based grooming brand that makes all-natural haircare and body care products for great men.
We want to take up space—in your medicine cabinet, on your bathroom counter, in your travel bag. Wherever your grooming tools live, SOSS should be there.

We’re no longer calling ourselves just a self-care brand. Why?
Because let’s be real—a properly moisturized, glowing beard is not going to heal your trauma.

Yes, self-care is the umbrella we stand under, but that’s broad. Too broad.
Our real focus? Helping you spend more intentional time with yourself. The more time you spend with yourself, the better you know yourself. And the better you know yourself, the more you can love yourself.

2. We Are For Great Men.

I need to say this clearly: SOSS is not for everybody.

We are not just for Black men by default. We are for great men.
Men who want to be great.
Men who see and feel greatness within them.

A lot of brands make the mistake of treating us—Black men—like a monolith. Like we’re all the same. Not here.

SOSS is for men who stand tall in their greatness.
Men who speak from their greatness.
Men who move with intention—who elevate their lives, their families, and their communities.

There is a responsibility that comes with rocking with us.
A code (which I’ll be sharing soon).

A six-figure salary doesn’t make you great.
A 700 credit score doesn’t make you great.

Your mindset does. Your habits do. Your character does.

And moving forward, SOSS is for those who are great.
If that doesn’t sit right with you—keep reading.

3. We Are Here Forever.

This isn’t a trend.
This isn’t a phase.
This is a generational brand with generational products—built to be passed down across lineages of great men.

Will we be perfect? No where close.
The mailman might lose your order.
There might be times when we don’t meet your expectations.
Your favorite product might sell out.

And as the leader of this company,
I will be the first to say,
I am still figuring this out—every single day.

I wish y’all knew how many times I’ve had to go into my own savings, my own checking account, my own credit cards just to make sure this brand keeps moving forward.

But one thing’s for damn sure: we will not fold.

We will not sacrifice being Black-owned.
We will not let up on quality.
We will not stop refining our supply chain—this is our third manufacturer in three years, and we’re going to keep evolving until we have it perfect.

We will not stop investing in R&D to make sure SOSS stays on the frontier of grooming.

We are not leaving.
And as long as I’m breathing, SOSS will go up.

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If you made it this far, thank you.

I appreciate you.

This space will be raw. Transparent. A release. I love this.

Drop a comment—tell me what you think.
Call me out if you don’t agree.
We’re here to build, to elevate, and to be great.

Life is too big to play small.

— Vernon G.