# 205 - LIVE at Cosmoprof with 18.21 Manmade founder Aston Lafon

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-07-21
- Length: 19m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon
- Listen: https://encase.substack.com/p/205-live-at-cosmoprof-with-1821-manmade

## Summary

Aston Lafon, President and Co-founder of 1821 Manmade, discusses his men's grooming brand's Prohibition-era aesthetic, featuring packaging designed to feel substantial and masculine, such as whiskey flask bottles and painted steel cans. He explains how the brand differentiates itself through experiential fragrances like 'Absolute Mahogany' and 'Sweet Honey Tobacco,' while prioritizing product performance to avoid being perceived as a gimmick. Lafon details the company's journey from a garage startup in Texas to a global presence in roughly 30 countries, highlighting their distribution through retailers like Alta and Amazon.

## Chapters

- [0:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=1) Introduction: Aston Lafon and 1821 Manmade at Cosmoprof
- [2:22](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=142) Brand Origin: Prohibition inspiration and product philosophy
- [4:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=268) Fragrance Strategy: Experiential scents and air fresheners
- [6:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=388) Company History: From garage startup to global distribution
- [7:53](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=473) Market Positioning: Differentiating from bland men's grooming
- [10:44](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=644) Packaging Design: Substantial materials and tactile experience
- [13:11](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=791) Consumer Psychology: Pride of ownership and brand loyalty
- [17:37](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-07-21-205-live-at-cosmoprof-with-18-21-manmade-founder-aston-lafon#t=1057) Distribution and Growth: Retail, Amazon, and global reach

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

companies scaling up

## Mentioned

- 1821 Manmade (company)
- Cosmoprof (other)
- Specright (company)
- SupplyCaddy (company)
- Pura (company)
- Alta (company)
- Amazon (company)
- Murray's (company)

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- [Founder Feature: Bilal Othman of Huwa](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-29-founder-feature-bilal-othman-of-huwa) (The Startup CPG Podcast)
- [Founder Feature: JoLynn Henke and Peter Clarkson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-24-founder-feature-jolynn-henke-and-peter-clarkson) (The Startup CPG Podcast)
- [030: Launching a product with $500 and no industry knowledge, Josh Smith of Libertine Fragrance](https://hardwarepodcasts.com/podcast/product-startup/2016-12-06-030-launching-a-product-with-500-and-no-industry-knowledge-josh-smith-of-liberti) (Product Startup)
- [131: Authenticity in Marketing](https://hardwarepodcasts.com/podcast/thoroughly-considered/2026-02-05-131-authenticity-in-marketing) (Thoroughly Considered)

## Citing this page

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