Founder Interview With Charlie Razook, Jackfir
Jackfir stands as a pioneering brand in the men’s skincare industry, committed to redefining personal care through the lens of health and environmental awareness. Born out of a necessity for clean, toxin-free skincare solutions tailored for men, Jackfir has quickly carved out a niche with an exclusive range of products including cleansers, moisturizers, and shave creams. Each product is crafted with meticulous attention to detail, harnessing the power of natural, plant-based ingredients to ensure not only efficacy but also safety for its users and the planet. The brand’s ethos revolves around the belief that personal care should be a holistic experience that nurtures the skin while minimizing the toxic burden on our bodies and the environment.
Behind Jackfir’s vision and values is Charlie, the company’s Founder, whose personal journey of resilience and transformation has been the cornerstone of the brand's identity. Diagnosed with leukemia, Charlie’s health challenges propelled him into a deep exploration of the toxins present in everyday life, particularly in skincare products. This revelation, combined with his struggle to find suitable clean skincare solutions for men, ignited the creation of Jackfir. With a background enriched by entrepreneurial ventures and an MBA from NYU Stern, Charlie leveraged his business acumen and personal experiences to launch a brand that is more than just a skincare line—it's a mission to elevate men's health and wellness. Through Jackfir, Charlie aims to inspire men to take a more proactive approach to their personal care, all while advocating for transparency, sustainability, and inclusivity in the beauty industry.
Can you share the inspiration behind Jackfir and how you got started?
I started Jackfir after being diagnosed with leukemia. I became aware of the toxins in our daily lives that can contribute to making us sick and realized that personal care products are a big daily interaction. I could only find clean skincare solutions targeted towards women, so I decided to make my products to lower men’s toxic burdens while helping them look and feel their best.
My background wasn't in beauty or grooming; my experience was more entrepreneurial. The journey began with a deep dive into the industry through research, attending conferences, and connecting with professionals in the industry, which ultimately led me to find the right partners and formulate our initial products.
I used all of my savings, and when that ran out, raised $1 million from private investors. We launched in 2022 with three products: a cleanser, a moisturizer, and a shave cream.
Photo Credit: Jackfir
What does your creative process look like when considering new products or campaigns?
We are aesthetically inspired by the Adirondack State Park, where I grew up going to summer camp and spending time with my family. When I thought of pure, plant-based ingredients, I immediately thought of the protected, wildland upstate and its natural bounty.
So, whenever we make creative decisions, we take into account this lifestyle of the outdoors and what the Japanese call shinrin-yoku, or forest bathing. We want everything from our product development to our photoshoots to be informed by the outdoors and inspire people to get outdoors. Nature is powerful.
Photo Credit: Jackfir
What is one challenge you have faced as the Founder of Jackfir, and how did you navigate it?
One big challenge/frustration is fundraising. While we have fortunately closed successful rounds to date, it is very hard to find VCs and private investors devoted to championing LGBTQIA+ founders. Many minorities have investors forming their investment thesis around supporting minority founders, who often outperform typical founders, but the gay community has many less devoted financiers, unfortunately.
I’ve overcome this by tapping into my network and engaging with LGBTQIA+-focused investors. Discovering allies like Gaingels and others has been pivotal. The journey underscored the importance of community, resilience, and the surprising benefits of networking in finding those aligned with our mission and values.
It all comes down to your product and passion at the end of the day. While the challenge can sometimes feel overwhelming, if there is a product-market fit, it will show.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Your journey is going to be harder, so channel your passion. Let's be honest —our lives already have been harder. But that makes us so well-equipped to handle founder trials and tribulations. As mentioned, funding can be more of a challenge for LGBT+ founders, so you need to communicate the power of your product and your passion for marketing your product and building community (all the while profitably).
When you think about the long-term vision for Jackfir, what does that look like?
I would love Jackfir to be THE heritage clean men’s skincare brand. Consumers are becoming more educated and demanding brands that use less toxins. This is fantastic. Soon, regulations will change, and brands will be required to change their products legally. We hope that by being early in this movement and providing effective, botanical solutions to skin concerns, we will be the go-to product for customers concerned about toxins.
Tell us about one of your values and how you’ve incorporated it into your brand?
Honesty is huge for me. In our marketing, I have trouble making claims that my competitors do. So many people claim their ingredients are 100% natural or 98% natural, but these claims are so nuanced. Ingredients have additives, supplier transparency is limited even at the best times, and certain synthetics are completely safe despite being “unnatural.” We lead with our storytelling and honesty surrounding our products, which helps with positive reviews and feedback.
For example, we say our products are 70% organic because we have been certified by a third party to make this claim, but in fact, the products are more than 70% organic. We err on the side of safety.
Photo Credit: Jackfir
What LGBTQ+ owned brands are your go-to and why?
I just became aware of a brand called Outlines that is doing extraordinary things. They make sustainable shower curtains that you send back when they are dirtied for a new one. Mold and mildew in showers are a problem we all face, and buying new shower curtains is highly unsustainable. Plus, they often have harmful chemicals in them.
I think what Cann is doing is super cool: infusing THC and CBD in their soft drinks. I love any brand taking different approaches to wellness. I think we are having a mental health crisis, and THC can help some people find balance.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
The news cycle is overwhelming. Everything these days feels so negative. My wellness routines are essential. I always get 8 hours of sleep. I make sure to eat organic and use non-toxic ingredients to minimize my toxic burden. I keep a gratitude journal. And I leave work by 5 pm every day to work out.
This wellness base allows me to also share and voice my concerns over current affairs without being totally consumed by fear and anxiety. I won’t be silent about the treatment of the LGBT+ community, which so many people mistakenly think is fully accepted and ordinary in 2024, and other world affairs like the two prominent wars happening right now. The world is sick, and we need to foster support for one humanity.
Who is your favorite LGBTQ+ celebrity and/or icon, and why?
I respect Andy Cohen. He is a media powerhouse who blends the creative and business side of his brain, which is aspirational. I also appreciate that he took an alternate route to celebrity via television production, not just trying to become famous immediately. He also chose to have kids as a single gay man, which I think is a good lesson for other LGBTQ+ members of the community who want to be parents but aren’t partnered.
Can you share one fun fact about yourself?
I was a national springboard diver all throughout my childhood and varsity diver in college.
