Meet Mckenzie Santiago, Founder of Brooklyn Grooming

Grooming essentials with character

At Clyve, we’re drawn to brands that make everyday grooming feel more personal and authentic. Brooklyn Grooming has been doing exactly that since 2011, pairing functional essentials with distinctive scents and a unique point of view.

Founded by Mckenzie Santiago, the brand started with fragrances that felt different from the traditional men’s grooming products on the market: focusing on woods, spices, resins, and unexpected combinations. From there came the format, resulting in what a friend once perfectly described as “functional perfumes.”

For this edition of Meet the Maker, we spoke with Mckenzie about the story behind Brooklyn Grooming, her approach to product development, the inspiration behind the brand’s packaging, and why self-care should be for everyone.

Give us the short story behind Brooklyn Grooming.

I started Brooklyn Grooming in 2011, after years of working in the service industry, mostly bartending. I loved the energy and creativity of that world, but eventually I wanted to create something of my own—something that would allow me to be creative without constantly being in front of people.

At the time, I was buying a lot of men’s grooming products, largely because I loved the scents. I’m female, but I’ve never really gravitated toward traditionally feminine fragrances. I was drawn to woods, spices, resins, and other scents that felt a little more unexpected. There weren’t many unisex products on the market then, and even fewer natural ones. And I was tired of seeing the same tea tree and lavender combinations everywhere.

So I approached the idea from a different direction. I started by creating the scents I wanted to wear, and then built the products around them. The fragrance came first, followed by the function.

A friend once described the products as “functional perfumes,” and I think that’s a pretty perfect way to put it. Brooklyn Grooming is really about combining beautiful, complex scents with products that are genuinely useful—grooming essentials that happen to smell incredible.

What were you trying to do differently?

I was really trying to create something that felt new—scents and products that men and women hadn’t necessarily encountered before. At the time, beard oils were still relatively new, and many were made with synthetic fragrances. I wanted ours to feel luxurious and distinctive, with complex scents that smelled natural rather than synthetic. The goal was to create something that felt less like a traditional grooming product and more like a beautiful fragrance you actually wanted to wear.

When you're developing a product, what matters most to you?

What matters most to me is health and quality. I’m very selective about where I source our ingredients and materials, and I work with suppliers whose standards I trust. I also think about what it means to use these products every day and whether they’re something I would feel comfortable putting on my own skin daily.

I personally don’t believe fragrance needs to be worn every day, which is why we offer many of our products in unscented versions. I like having the option to switch things up—sometimes wearing a beautiful scent, and other times keeping things completely simple and fragrance-free.

What's your favorite part about what you do?

I love the independence and freedom that comes with creating products people genuinely love. There’s also something incredibly rewarding about receiving an email from a happy customer—it’s one of the best parts of what I do.

Why do you think men's self-care matters?

I think self-care matters for everyone. Men haven’t always had a lot of options when it comes to grooming and personal care, so I love seeing how much the landscape has changed. There are so many more brands and products available now, and I especially like that many of them are unisex. People don’t have to feel limited to products marketed specifically to men or women—they can simply choose what they like and what works for them.

What is the inspiration behind your packaging?

I worked with an incredible design team, Erika Strohecker and Josh Minnich. I explained what I was drawn to, what I wanted to move away from, and the overall feeling I wanted the brand to have. Our original packaging leaned heavily into nautical themes and octopuses, and I was ready to take the brand in a completely new direction.

Erika and Josh were able to conceptualize that vision and bring the brand back to life in a way that felt much more personal and distinctive. Some of the inspiration comes from my Korean heritage, which is one reason you’ll see tigers woven throughout the branding. Josh hand-draws all of the fonts, and every detail is intentionally considered. There’s a real sense of craftsmanship behind the design, just as there is behind the products themselves.

What's one thing most people don't know about you or your brand?

I think the most surprising thing for people is that I’m a woman and Korean. It’s not necessarily what people expect when they hear the story behind a traditionally male-focused grooming brand, and it’s always fun to see their reaction when they meet me in person.

Tell us a little about the team behind Brooklyn Grooming. How do you make the magic happen?

Our team is intentionally small. I work closely with our designers, Josh and Erika, but beyond that, Brooklyn Grooming is essentially a one-person business. I’m involved in everything from developing products and scents to overseeing the day-to-day details of the brand. It’s a lot of work, but I really value that hands-on connection to every part of the business.

If someone were discovering Brooklyn Grooming for the first time, where should they start?

I’d start with any of our travel-sized products that catch your eye. Our Face Serum and deodorants are great ways to explore the brand, and our haircare has also become a strong seller for us. Beard products have been our bread and butter for many years, but as the brand has evolved, so have our customers and the products they’re looking for.

If you had to recommend just one Brooklyn Grooming product or line, what would it be and why?

I think our water-based pomades are really special. They’re a little different from traditional pomades in that they aren’t overly thick, heavy, or sticky. They have a silky-smooth texture, provide great hold without feeling stiff, and smell fantastic. They’ve become a real customer favorite.

Getting started with Brooklyn Grooming

For anyone new to Brooklyn Grooming, Mckenzie recommends starting small and exploring the products and scents that catch your attention. Deodorant and haircare are easy entry points, while the brand’s beard products remain longtime staples.

At Clyve, start with the Wild Orange & Cedarwood Deodorant for an easy everyday introduction to the brand’s distinctive scents and approach to everyday grooming. Or if you want a new staple for your fragrance-free days, check out the Unscented Pilgrim's Deodorant. For hair, try the Wild Orange & Cedarwood Cream Pomade, one of the water-based formulas Mckenzie called out as a particular favorite.

Thank you to Mckenzie for sharing the story behind Brooklyn Grooming and the hands-on approach that has shaped the brand for more than a decade. Brooklyn Grooming reflects what we look for at Clyve: distinctive products, thoughtful craftsmanship, and everyday grooming that feels useful, personal, and genuinely enjoyable.

Brand: Brooklyn Grooming
Founder: Mckenzie Santiago
Headquarters: Asheville, NC
Website: brooklyngrooming.com 
Instagram: @brooklyngrooming
Current hobby: Muay Thai
Places of inspiration: Korea, Thailand, and anywhere in Europe