Kleonne adds routine building and concern-led shopping to men's grooming platform

Men's grooming platform Kleonne has launched three shopping tools — Build Your Own Routine, practical guides and Shop by Solution — as it positions itself as a central destination for men buying skin care, hair care and shaving products across a curated multi-brand selection.

The UK-based platform lets customers browse products by concern, follow a step-by-step guide, or assemble their own cross-brand selection and complete the purchase through a single Kleonne checkout. Partner brands named on the platform include Daimon Barber, dussl, Blind Barber, Mënaji, Clubhouse Skin and Boddy Laundry.

Founder Alfie Binns said: "There are excellent products in men's grooming, but choosing between them can still be difficult. Someone looking for help with dry skin or a better shaving routine needs to understand which products are relevant and what each step does."

He added: "We're building Kleonne to make that starting point clearer, while giving brands the space to explain their products properly."

What does the new shopping experience include?

The expansion rests on three components:

• Build Your Own Routine — customers assemble a personalised selection across brands before purchasing through Kleonne's checkout.
• Shop by Solution — a concern-led route that groups products by specific needs such as dry skin or shaving problems.
• Practical guides — editorial content explaining which products are relevant and what each step of a routine does.

Kleonne's "Starting Fresh" campaign carries the same approach into its content, linking everyday grooming habits with practical routines and product education.

What comes next for the platform?

Two milestones dominate the development roadmap: brand bundles and customer accounts with rewards.

The proposed bundles will pair starter selections with more focused routines, supported by guidance on suitability, application and expected results. Product combinations and pricing are still under discussion with partner brands, so no retail figures have been fixed.

The planned accounts and rewards programme is designed to drive repeat purchases, with potential benefits including samples, product testing and early access. Kleonne says the initial structure is being built around customer value and the journey from a first purchase to a second — a retention metric (the share of buyers who order again) that sits at the centre of the platform's model.

On the brand side, Kleonne is developing founder content, demonstrations, educational features and seasonal campaigns alongside standard product listings, aiming to give each partner a defined role within the platform.

Binns said: "Our next step is to connect discovery, purchase and the experience afterwards. A customer should leave knowing how to use what they've bought and have a useful reason to come back."

Can Kleonne scale beyond the UK?

The platform is strengthening its UK foundation while developing plans for Europe, and Binns says the company is keen to hear from brands, creators and experts who share that approach.

Alongside the consumer platform, Kleonne operates a separate UK fulfilment service supporting international brands with both direct-to-consumer and retail orders — a second revenue lane that could ease European expansion, much as a distributor's warehouse network underpins cross-border retail.

With bundles, rewards and a wider brand roster in negotiation, Kleonne's next test is converting first-time buyers into returning customers.