THE GRUFF STUFF was founded for the many consumers overwhelmed with the amount of skincare and grooming products on the market. Its capsule range of easy to use, essential everyday products, designed to bring simplicity into your daily skincare regime hit the shelves in 2019, and, in a short space of time, THE GRUFF STUFF has won numerous awards for its innovative take on ingredients and packaging. Here co-founder David Sparkes tells us about creating the range and what is next for the cult brand...
WHAT IS YOUR BACKGROUND AND WHAT LEAD YOU TO CREATE THE GRUFF STUFF?
I started working in the beauty industry for Chanel as a Christmas temp. After a permanent role came up, I leapt at the chance and joined them full- time. After my time there, I was lucky enough to experience working for other luxurious brands, where I discovered my fascination with high quality skincare. By the time I finally joined Creme de la Mer, I had already developed a full understanding of how consumers perceive and interact with premium products.
WHAT LED YOU TO CREATE THE GRUFF STUFF?
After working for numerous beauty brands, I was inspired to create a simple yet result driven brand as an alternative to the many brands with extensive product portfolios, promoting complex skincare routines.
WHAT MAKES THE GRUFF STUFF STAND OUT FROM OTHER BRANDS ON THE MARKET?
Our moisturiser and body lotion are unique in the sense that they are a weightless formula that is just simply sprayed onto the skin. Spray and go. We are also an award winning, vegan, genderless and inclusive skincare brand. Offering products that are luxurious in formulation and ethical at heart.
WHAT IS YOUR FAVOURITE PART OF YOUR ROLE AT THE GRUFF STUFF?
I love working with the sales team to strategically launch our brands in the different corners of the world. We are found in 30 countries now and I’m on a mission to expand on that! Being the boss has its perks, I can now choose exactly who we work with and I do love saying no to those who do not align with our values. We are a company which prides themselves on loving their people, caring for our environment and above all, being ethical.
WHAT DO YOU FORESEE FOR THE FUTURE OF SKINCARE?
With the amount of innovation coming from within our industry I would not be surprised to see injectable skincare, in the same respect that botox and fillers are now a staple within the beauty industry. Not too sure how I feel about that!!
WHAT DO YOU DO TO RELAX?
I live for holidays. I’m the person that loves a long flight! Phone off, film on and food on mass! Plus I like to believe Disney World is my second home.
IF IT WASN’T FOR THE GRUFF STUFF, WHAT WOULD YOU BE DOING?
I would be working in a sales position for another brand, my whole working life has been in beauty and I couldn’t see myself working in another industry.
HOW HAS CREATING THE GRUFF STUFF CHANGED YOU AS A PERSON?
I realise how privileged I am to be in a position to launch my own skincare line. The support I have received is phenomenal and now I’m trying to pay it forward. For instance, instead of treating ourselves to luxuries when the brand won at Pure Beauty Awards 2020, we adopted corals for each of our brand partners and staff. I also make sure we have a coach/therapist available to our staff for mental wellbeing and personal growth.
WHAT’S NEXT FOR THE BRAND?
We have a clear vision for how the brand will develop and have a few exciting launched planned for the future. You will see more of THE GRUFF STUFF in your favourite retailers and some beautiful products that compliment our current capsule range of genderless skincare.
WHAT’S YOUR FAVOURITE PRODUCT AND WHY?
I live for THE EYE BALM, so much so I’ve used it all over my face! The formula is utterly bliss and the active ingredients deliver everything they say they will.