Direct-to-consumer grooming start-up Maapilim has raised a $4 million Series A round.
The financing was led by Viola Ventures, Kaedan Capital and the joint venture of Keshet International and Dick Clark Productions. Avishai Avrahami, cofounder and chief executive officer of web site-creation platform Wix, has also invested.
Maapilim, headquartered in Tel Aviv and founded by husband duo Jonathan and Doron Keren, focuses on high-end, natural, men’s grooming products sourced from the Mediterranean coasts. The lineup includes shower, grooming, hair and skin products, priced between $15 and $52.
Maapilim Safety Razor
Originally, the concept started so that Jonathan and his husband could fund their art aspirations. The Wix veterans set up a web site to sell beard oil to fund an art show called “Flowers are Manly,” which ended up drawing attention from more than 200 art blogs.
The show was meant to show the range of masculinity, Jonathan Keren said — and that concept was infused through Maapilim’s brand ethos.
“It started out by saying, ‘Yeah, we’re guys, but we don’t always have to feel like we’re in a battlefield when we’re in the shower,’” Keren said.
The range is meant not only to deviate from hyper-masculine branded products, but also from those that are price-oriented or