New York Welcomes Horace: MoMA Design Store Unveils New Fashion Showcase

Horace makes the leap from Paris to Soho. The French brand specializing in men’s personal care products opened the doors on September 20th to its universe with its first physical store in the newly renovated MoMA Design Store in New York’s Soho district.

The company has made 28 of its products available for sale, from beard shampoos to facial serums, along with an exclusive edition in collaboration with MoMA of its line of hand soaps, with combinations such as sándalo and musk or orange and cashmere wood, which are priced at around $18, and bars of Virginia cedar and sage leaf or peppermint and tea tree soap, priced at $7.5.

Horace currently has 18 of its own stores in France and one in London, opened less than a year ago, as well as an outlet in an outlet at Galeries Lafayette in Paris.

Horace operates 18 company-owned stores in France and one in London, which opened in 2024

Horace was founded in the French capital in 2016 by Marc Briant-Terlet and Kim Mazzilli. Horace has quickly built up an international customer base, known for its skincare products formulated with 75% naturally sourced ingredients and made in factories spread across France.

According to a study by Fortune Business Insights, the men’s skincare market size was valued at $61.62 billion in 2024 and points to a projection of reaching $64.63 billion by 2032, at a compound annual growth rate of 4.08% over 7 years. The European market led the men’s products market, with a 36.48% market share last year.