YouTuber Alex Costa turns Men’s Grooming Tips into Million-Dollar business

LOS ANGELES (AP) — Alex Costa, a ⁤former YouTube employee, turned⁣ his side hustle⁢ of creating ⁢content⁤ into a full-time career as a content creator‌ adn entrepreneur in ⁢the men’s hair care ⁤and fashion industry. Leaving his job at‌ YouTube,Costa‌ said,was “the‌ most arduous,most terrifying and best professional decision” of his life.

From Gaming to Grooming: A Content Creator’s Pivot

Costa’s initial foray⁤ into content creation focused on online gaming. “When youtube discontinued the gaming department after six request rounds, that was the happiest moment of my life,” Costa said. Though, his ambition⁤ extended beyond gaming; he aspired ​to become a full-time content creator.

Even before joining YouTube, ⁤Costa possessed an entrepreneurial spirit, having launched ⁣his own channel and held various positions within the online gaming sector. ⁢By the time he started at⁢ YouTube, he had already ‌amassed approximately​ 130,000 subscribers. While this wasn’t enough to become self-employed, YouTube supported his efforts to expand his channel while working for⁢ the company.

Finding His Niche: Men’s Fashion and Hair ⁢Care

In the summer of 2017, Costa ‌shifted his content strategy, moving away from gaming and focusing on‍ men’s care and fashion. This transition was driven by audience demand. “Spectators ⁣asked questions about what I was wearing and how I styled my ​hair,” costa explained. Despite lacking formal training or a specific passion for the subject, he was drawn to the concept of self-improvement.

These videos resonated strongly with viewers, attracting the attention of brands. Costa ⁤set a financial goal: saving $100,000, or about 88,000 euros, before quitting⁤ his​ job. he reached this milestone by the ‍end of 2017 ⁢and resigned‍ in early 2018, after nearly three years with YouTube.His⁢ director,while ⁢anticipating the ‌move,was surprised by its timing.

Becoming a Millionaire​ Influencer

Costa’s gamble paid off. “I became ​a millionaire as an influencer before ⁤I⁢ founded my own brand,” he⁤ said.

He capitalized on the ⁢emerging market ‌of ⁤men’s lifestyle influencers. “When I started there were only a few lifestyle influencers for men – ​today that’s almost normal,” Costa said. “But then I was at the forefront and the business was very⁣ lucrative.” In 2018, a year after leaving YouTube,⁣ he⁣ earned five to six times his former salary. He secured his first six-figure brand ⁣contract with Old Spice about a year after his departure,‌ followed by deals with Whoop and Amazon.

Building the Forte Series Brand

Costa’s success as an influencer led him to identify a gap in ⁣the market for men’s grooming products. “Hair was always my topic number one,” Costa said.”In the case of product reviews, I often ⁤came across articles with a more feminine packaging or⁢ fragrance – that gave me the idea of developing my own brand.”

He launched Forte Series, a brand catering specifically to men, in October⁣ 2019.The initial product launch was a success, selling out​ within a month and a half and generating approximately $50,000, or about 44,000 euros, in sales.The company, co-founded⁣ with Brian Yang, now employs eight‌ full-time staff.

Forte Series continues‌ to ​experience growth. ⁣In the U.S. alone, the ⁢company generated $3.8⁢ million, or about‌ 3.3 million ‍euros, in sales on Amazon in one year. ​This figure excludes sales from other channels, such as Shopify, Amazon International, and approximately 100 barbershops.

The brand is projected​ to reach $10 million, ‍or about 8.8 million euros,in sales for 2025.

Setbacks and Lessons Learned

Costa‌ also faced challenges. Attempts to establish separate brands for skincare and clothing, named Apricus and Aetos, proved unsuccessful. The skincare products were later integrated under the Forte brand, while the clothing line was discontinued.

“It was an ‍expensive mistake because the same team worked on several brands ⁢at the same time, which led to ‍resource bottlenecks – everyone was ‌distracted,” Costa said. Resources were diverted​ from Forte to‍ finance the other brands, hindering Forte’s growth.

Costa initially felt embarrassed to admit his entrepreneurial failure to his community. “at first I was embarrassed to ⁣have ⁣to tell my⁣ community that I had failed as an entrepreneur –​ especially to everyone ⁢who had supported me by buying the products,” Costa said. However, he found understanding​ and relief‍ in sharing his experience.

Looking Ahead

Costa’s biggest fear is becoming