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A Conversation With ‘Michigan’ Moshe Peretz About How He Plans to Leave His Mark on the Beauty Supply Industry



Hailing from Mackinaw City, Michigan, Moshe Peretz is an entrepreneur on the cusp of debuting a new beauty supply brand designed specifically for men. He is a graduate of Michigan State University, having earned a bachelor’s degree in business.

In 2018, Moshe Peretz had the idea to create his own line of men’s beauty products, inspired by the success of female musicians in that field. As he popped into a drug store to buy a special shampoo for himself one day, he noted that Selena Gomez, Rihanna, and Lady Gaga all had their own signature line of cosmetics, skin care and hair care products, but that male musicians had not generally followed their lead. A regionally well-known musician himself, his entrepreneurial instincts were piqued, and ‘Michigan’ Moshe Peretz—as he has come to be known on the nightclub circuit—set to work obtaining the necessary funding to launch his own brand. As of the writing of this interview, he is nearly ready to unveil it to the public, having only to tie up a few final loose ends.

Why did you decide to create your own business?

Even as a young man, I knew I would never be able to make it in the 9-to-5 world. It’s just not in my nature. Realizing that would severely limit my job prospects, I started thinking up ways to make money without working at an office for a large company. When I was a teenager, I avoided getting a typical summer or after school job by touring with my high school band ‘Mackinaw.’ We made a decent amount of money playing gigs, but I knew that wouldn’t last forever. So, when the time came to go to university, I elected to study business. I figured that I could start my own company after graduation. At the time, I had no idea what kind of business that would be, though. Inspiration struck when I noticed that there were basically no beauty supply brands made specifically for men—at least, not in the same way there is for women. On the strength of that observation, I decided to create one, just like Rihanna.

What would you tell others looking to get into your industry?

When I conducted my initial research into the industry, I soon came across how much money is spent on beauty supplies in this country annually. My eyes nearly popped out of my head! As soon as I saw those figures, I knew there was room for new companies to make a name for themselves. So, that would be my advice for any would-be beauty supply entrepreneurs—there’s plenty of room. However, I will add the caveat that new companies need to carve out a niche for themselves in this industry. 

What keeps you motivated?

The thing that gives me the most motivation is seeking out new and exciting experiences. I’ve been that way as far back as I can remember. In that spirit, starting a new beauty supply brand is definitely a new kind of adventure for me!

How has your company grown from its early days to now?

Well, the brand hasn’t made its grand debut yet, so I’m afraid it’s still early days. Maybe I’ll give another interview once the company has been established for a few years and answer that question.

Who has been a role model to you and why?

The name that immediately leaps to mind is Elvis Presley—and not just for his music! Elvis was a fantastic entrepreneur in his own right. With the help of his manager, he was one of the first musicians to really capitalize on merchandising.

How do you maintain a work life balance? 

Although I spend my days working hard to launch my new brand, I still play nightclub gigs on evenings and weekends. Music brings me a tremendous amount of joy. I don’t think I’ll ever fully give it up.

What trends in your industry excite you? 

Well, truth be told, part of the idea behind my business was starting a trend. I think it’s high time that male musicians got into the beauty supply industry, in much the same way that many successful female musicians have over the past few years. With any luck, my company will blaze a trail in that respect. Regardless of whether or not I succeed, I find the prospect exciting.

What has been the hardest obstacle you’ve overcome? 

Obtaining the necessary seed money to fund a startup was much more difficult than I thought it would be. I was rejected by more than a few investors. I overcame that problem by re-examining and refining my business plan until it was airtight. Eventually, investors became interested.

Outside of work, what defines you as a person? 

Aside from writing and performing music, I would have to say my biggest passions in life are travel and food. Actually, I like to combine those two interests by sampling the local cuisine of the various places I visit. I’ve found a lot of wonderful little spots to eat in every region of the country.

What is one thing you would change in your industry today if you could? 

The beauty product industry is currently dominated by brands that appeal almost exclusively to women. I think there’s an untapped market out there in appealing to men. I hope to prove that with the successful launch of my new brand. 

Where do you see you and your company in five years? 

I see my brand of shampoos, conditioners, skin care and hair care products on the shelves of drug stores and grocery stores throughout the Midwest by 2027. With a little luck, I think I could go nationwide within a decade. Stay tuned. ‘Michigan’ Moshe Peretz plans to make a big splash!

Founder & Editor-In-Chief of Kivo Daily Magazine