Men's Skin Care Brand Enhanse Enters Nordstrom With 20 Doors

Men's skin care brand Enhanse launches at 20 Nordstrom doors nationwide this Friday, its first move into brick-and-mortar after two years selling through Amazon, TikTok Shop and its own direct-to-consumer site.

Founder Evangelo Bousis — who also cofounded the fashion label Dundas with his partner Peter Dundas — said Nordstrom won out over larger retail opportunities.

"I wanted to start on a smaller scale with a retail partner that had incredible positioning, brands that I wanted to be adjacent to and a younger consumer," Bousis said. "We made a good decision with Nordstrom; it felt right."

What will Enhanse sell at Nordstrom?

Enhanse joins Lab Series and Jack Black in the retailer's men's beauty category. The launch assortment centers on the brand's bestselling touch-free products:

• Mattifying Milk
• Super Moisture Firming Serum and Spray Gel
• Super Clean Antimicrobial Skin Cleansing Spray
• Jet Set Face Self-Tanner
• Product kits including the Premium Skin Care Routine, the Maxxing Routine, the Revive Routine and the Jet Set Routine

Prices start at $22 for a single product and reach $75 for a bundle.

How big is the business?

TikTok is Enhanse's largest retail channel and its main point of discovery. Since launching on the platform last year, the brand has grown roughly 224 percent, according to Bousis.

Between TikTok Shop, Amazon and direct-to-consumer sales, industry sources say Enhanse is on track to hit $1 million in sales this year — up 350 percent from year one. That trajectory means Nordstrom's 20 doors function as a beachhead, not a finish line.

"We're on a good path, and we're going to do a lot more," Bousis said. He is in talks with potential retail partners in the U.K., the Middle East, India and Australia, and he hopes to launch the brand in duty-free soon.

Why target younger men?

The Nordstrom rollout extends Enhanse's strategy of courting young male consumers, a segment already fueling what Bousis calls the men's beauty boom. Self-optimization trends such as "looksmaxxing" are driving Gen Z interest in men's grooming, and Enhanse arrives at the retailer with a Millennial consumer base already in place.

"I have the 40-year-old man that has money, but I'm more interested in taking the younger guys who are just learning and graduating from the 'grocery store brands' to something more sophisticated," Bousis said. "They're the ones driving the men's beauty boom, especially on TikTok."

Financing has not been the obstacle, he added. "Financing has been easy because the category is booming right now," Bousis said. "But at the same time, many don't understand the male yet, and that's what we're trying to do."

His long game is gradual. "I want to give guys something that they know how to use. I want to give them skin care that fits within their life and not tell them what they need," he said. "I want to take men on a journey and maybe get them to start using makeup at some point, but things don't happen overnight. It's all about getting them in from an emotional place first to be like, 'Wow, I look good all of a sudden. Maybe I should tap into something else.'"

If Enhanse converts even a fraction of its TikTok-driven growth into Nordstrom foot traffic, the 20-door test could become the template for its international expansion.