Trim & Proper is a men's brand of hair products, shampoo, conditioner, pomades and shave creams and oils, as well as the name of our brick and mortar "apothecary" store that sells other brands of men's focused grooming products and gifts. The name is a play on the words Prim and Proper. So while someone who is prim and proper always behaves in the correct way and never breaks the rules of etiquette. In like manner, a Trim & Proper man is someone who is well groomed and never breaks the rules of grooming etiquette. Our demographic is Male, 20 - 60 years old, has a college degree, enjoys simple but luxury items, is proud to display the product/logo on his bathroom counter or shower, appreciates the finer things in life.