Brian Jeong

Brian Jeong is the CEO and cofounder of Hawthorne, a New York personalized men's personal care brand he launched in 2016 with his childhood best friend Phil Wong. Hawthorne built its business on a data-driven quiz that matches men to fragrances, skincare, hair care and grooming products tuned to their body chemistry and preferences. With no prior beauty experience, Jeong reverse-engineered the fragrance world through roughly 100 industry interviews in three weeks, growing Hawthorne from an online storefront into a Series B company stocked in thousands of retail doors, including the vast majority of Target stores.