Introducing: Wild Roman
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In 2021, as I was leaving a traditional career path to create my own, I asked a mentor for advice on the entrepreneurial journey ahead.
His response was simple:
Create things that you’d want to consume.
To be completely transparent, while that always made sense to me when it came to my writing, I never knew what it meant when it came to business.
That is, until 18 months ago, when something clicked.
Here’s the story of what happened—and the secret project that changed my life:
For most of my teenage and young adult years, I struggled with bad skin. It had a huge negative impact on my confidence and life.
I remember stealing my mom’s makeup to try to cover things up before my high school prom. The day I proposed to my wife in 2016, I was more concerned about her noticing my blemishes than being present in the moment.
But that year, a classic interaction with my 85-year-old grandmother in India shifted my perspective.
She looked at my face, walked over to her cabinet, came back, and without asking, rubbed a raw coconut oil mixture into my forehead.
At first, I thought she was crazy…oil on my skin?…but the next morning, my skin looked and felt better.
Before I knew it, I was flying home with a fresh jar of coconut oil mixture and a fresh perspective on skincare: One grounded in a return to nature. A rejection of the harsh ingredients and chemicals that clearly weren’t working.
Your skin is your largest organ. It absorbs everything.
Why put things on your skin that you’d never put in your body?
So, I continued using all-natural products—cobbling together simple ingredients like tallow, natural oils, and the like.
And it worked.
My skin improved—and with it, my confidence.
Fast forward to June 2025. I’m on a walk scrolling my phone when a photo memory with my late grandmother from the day of that interaction pops up.
Like a blinding flash, it hits me:
Create what you’d want to consume.
Somewhere amidst the unbranded jars of tallow, oils, and botanicals, the answer had been there all along.
I immediately texted my team a message:
100% natural skincare for men. An ingredient list your grandparents would understand.
The second line was critical, because “natural” lost its meaning when brands turned it into a marketing point versus an ingredient point.
With an energy and excitement I’ve never felt for business, we got to work.
We brought together a team and partners with expertise on the science-backed skin health benefits of pure, natural ingredients. When the realities of sourcing and manufacturing pushed us toward easier options, we held the line.
After 18 months and hundreds of product iterations, it’s finally here.
And I'm proud to say that the original intention was met. Every formula and every material reflects our promise: No shortcuts. No shortcuts with the ingredients. No shortcuts with the packaging. None.
It’s a secret project 10 years in the making. And today, I’m thrilled to share it with all of you.
Introducing Wild Roman: 100% natural skincare for men.
The name is a nod to my son—my own wild Roman—because this is a legacy that means something to me.
The products are made with:
- Grass fed tallow
- Cold pressed oils
- Wild-harvested botanicals
An ingredient list your grandparents would understand.
Our initial line includes face wash, body wash, bar soap, face moisturizer, body moisturizer, and face serum. It’s made for men, but don’t be surprised when the women in your life start stealing it (like my wife started stealing mine!).
The product is just that good. Seriously. I’m incredibly proud of it. And I am, quite literally, Customer 1. A full-price, paying customer from the start.
Create things you’d want to consume.
Join our movement: Stop putting things on your skin that you’d never put in your body. Return to the Wild.
As a special for my amazing readers, I’m gifting you a $25 store credit you can use towards any of the product sets (face, body, or complete). Use code WR25NEWS at checkout. Offer expires in one week.
Note: Wild Roman is only available to ship in the United States, but please follow along on Instagram and join the email list for updates as we will quickly roll out all around the world in the months ahead.
