ThatsSmoooth growth playbook

Use Shopify's Translate & Adapt app (free) to translate the Spanish market properly: the 13 product titles and descriptions, the homepage, quiz, FAQ, shipping and 30-day guarantee pages, then the cart and checkout buttons. Have a native speaker review the machine draft so it sounds like the brand ("sin granos", "barba rizada"), not a dictionary. Until Portuguese is translated too, switch the pt and pt-BR languages off so they stop publishing English duplicates. Then promote /es with a Spanish email to subscribers and Spanish captions on social clips.

Shoppers buy more readily in their first language, and correctly tagged Spanish pages can rank for Spanish searches about razor bumps and curly beards, where few grooming brands for men of color publish anything. Switching off the untranslated copies also removes duplicate pages from search.

[ ] pt and pt-BR languages unpublished until translated
[ ] 13 product titles and descriptions in Spanish, reviewed by a native speaker
[ ] Homepage, quiz, FAQ, shipping and guarantee pages translated
[ ] "Agregar al carrito" and cart and checkout strings translated
[ ] Spanish meta titles and descriptions
[ ] Fix the misspelled Spanish words in product URLs, with redirects
[ ] Spanish email to the list
[ ] Search Console check of /es pages after two weeks

• Machine translation sounds off-brand

  A native speaker signs off every product page before it goes live.

• Short-term drop in indexed pages

  Removing the English duplicates is the intent; watch Search Console for the es pages appearing.

• Your websiteThe store publishes Spanish, Portuguese, Brazilian Portuguese and Canadian versions of every page (hreflang "es", "pt", "pt-BR" and "en-CA", each with its own sitemap of 14 product URLs, checked October 20, 2026). The Spanish homepage and product pages are marked lang="es" and carry their own canonical tags, but the copy is still English: the Spanish Shaving Cream Mask page reads "Add To Cart", "MOST POPULAR" and "Full Description", and its title and meta description are the English ones. The Brazilian pages (lang="pt-BR") are English too.Source
• Your websiteShipping policy: "FREE SHIPPING MINIMUMS: $50.00 USA, $100.00 CANADA, $125.00 BRAZIL & COLUMBIA"; "We make all attempts to always ship next business day."Source
• Your catalogueSpanish appears only in product URLs and in brackets on the Shaving Plans page, with spelling errors: the pre-shave oil lives at /products/mens-premium-natural-pre-shave-oil-aceiete-natural-premio-para-antes-del-afaeitado ("aceiete", "afaeitado"); the blades at ...-navajas-de-borda-doble-super-platin; the razor at ...-rasurador-clasico-con-navaja-de-doble-filo. The homepage title positions the brand for "Black men, Latino men & men of color".Source
• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source

Give the Elite system an option to buy the kit once and subscribe to a formula refill (pre-shave oil, cream mask and balm, plus blades) every 90 days at a set saving. Show it in the product page and the cart, and link the existing Shaving Plans page to it.

The kit buyer has just committed to the system, so a refill plan at that moment converts better than a later email, and it moves the subscription share toward the target.

• Customers fear lock-in

  Repeat the "no commitment, cancel anytime" line next to the option.

• Your catalogueSubscribe-and-save selling plans are attached to 11 of the 13 products, but not to the Elite Shaving System ($125, the kit with "a 3-month supply of skin-improving products") or the Precision Hardware Kit. A separate "Shaving Plans" page promises "SUBSCRIBE & SAVE ... NEVER HAVE TO REORDER + FREE US SHIPPING. NO COMMITMENT. CANCEL ANYTIME" for the complete system.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source

Find which icons the theme uses, keep one style, and load only those icons (Google Fonts supports an icon subset with the icon_names parameter), or replace them with inline SVGs. Remove the request for "Helvetica Neue", which is not a Google font. Retest in PageSpeed.

A lighter page loads faster on mobile data, where most social traffic comes from, and it costs nothing to keep fast.

• Missing icons after the change

  Check every template on a staging theme first.

• Google PageSpeedHomepage on mobile: performance 55/100 (desktop 74); in the lab the main image takes 33.6s to appear on a throttled phone connection; the page downloads 6.8 MB in 312 requests, of which 3.4 MB are fonts from Google Fonts: three complete icon font files (Material Symbols Outlined, Rounded and Sharp). 12 browser console errors. Real visitors pass the loading and layout checks (field LCP 1.9s, CLS 0.03 at the 75th percentile).Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Put "Find your routine in 30 seconds" in the homepage hero and on collection pages, send paid social traffic to the quiz, and tag quiz answers in Klaviyo so the welcome flow speaks to the stated concern (bumps, dryness, beard).

Quizzes capture emails from visitors who are not ready to buy and make the first order a matched kit instead of a single product.

• Quiz feels like a gate

  Keep a "skip to products" link.

• Your websiteQuiz page "Let's Get To Know You": three questions (biggest concern: razor bumps, dry skin, unruly beard, sensitive skin; hair texture: wavy, curly, coiled, thick; routine) then an email for "your matched routine - plus a welcome offer". The homepage links to it once. A free guide page ("No-BS Grooming & Beard Care Playbook for Multicultural Men") prints a discount code.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source

Redirect or unpublish the stale pages, keep one contact page, make the footer year automatic, and if the early-bird list is used again this year, refresh it with current dates and offer.

A tidy site supports the luxury positioning, and redirects keep any links those pages earned.

• Removing a page that still gets traffic

  Check analytics first and redirect, never delete.

• Your websiteSitemap pages still live (checked October 20, 2026): "Smooth Early Bird Opt-In Page" ("Support Minority Owned Businesses On Black Friday: Save Up To 30%"), an "eBrochure Catalog" page with no catalogue on it, "intro", "products" and a second contact page ("new-contact-us", also linked from the homepage), plus a store locator run by Stockist.Source
• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Set clear tiers (for example 3 items 10% off, 5 items 15% off), show a progress bar in the collection and cart ("add 1 more to save 15%"), and add the box to the quiz results.

Visible thresholds raise items per order, and the bar answers the question the headline raises.

• Discounts cut margin

  Tiers apply only to the box collection.

• Your catalogue"Smoooth Build A Box" collection: "The More You Add The More You Save", 12 products, but no tiers or savings shown on the page. Product pages also describe the razor for head shaving ("the same zero-drag performance"), yet there is no head-shaving kit. A smile.io referral and loyalty program loads on the site.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source

Recruit two or three paid ambassadors at each of five HBCUs, give them unique referral links, a starter kit and a monthly content brief (shave tutorials, before and after on bumps). Pay per referred first order and reward repeat buyers.

Peer recommendation is the most trusted channel for a new grooming brand, and referral links make every sale measurable.

• Uneven ambassador effort

  Pay mostly on results.

• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogue"Smoooth Build A Box" collection: "The More You Add The More You Save", 12 products, but no tiers or savings shown on the page. Product pages also describe the razor for head shaving ("the same zero-drag performance"), yet there is no head-shaving kit. A smile.io referral and loyalty program loads on the site.Source
• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source

Offer partner barbershops a small display, wholesale pricing and a QR card in every kit that gives the client a refill subscription with the barber's code. Pay the barber a share on those online refills.

It turns barbers into a recurring sales channel and moves repeat purchases to your higher-margin DTC store.

• Low sell-through in some shops

  Start with consignment in new shops.

• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogueSubscribe-and-save selling plans are attached to 11 of the 13 products, but not to the Elite Shaving System ($125, the kit with "a 3-month supply of skin-improving products") or the Precision Hardware Kit. A separate "Shaving Plans" page promises "SUBSCRIBE & SAVE ... NEVER HAVE TO REORDER + FREE US SHIPPING. NO COMMITMENT. CANCEL ANYTIME" for the complete system.Source
• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source

Estimate days of use per product and pack size, send a reminder a week before it runs out with a one-click reorder and a subscription offer, and a win-back after 30 days overdue.

Timely reminders bring back customers who meant to reorder, and they feed the subscription target.

• Too many emails

  Suppress customers who already subscribe.

• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source
• Your catalogueSubscribe-and-save selling plans are attached to 11 of the 13 products, but not to the Elite Shaving System ($125, the kit with "a 3-month supply of skin-improving products") or the Precision Hardware Kit. A separate "Shaving Plans" page promises "SUBSCRIBE & SAVE ... NEVER HAVE TO REORDER + FREE US SHIPPING. NO COMMITMENT. CANCEL ANYTIME" for the complete system.Source

Translate and adapt the five strongest articles into Spanish (razor bumps, multi-blade razors, barber tips, head shaving, beard oil), link them to the Spanish product pages, and publish one new Spanish article a month.

Spanish content earns search traffic with little competition and supports the Spanish store.

• Thin translations rank poorly

  Adapt examples and terms to Spanish speakers.

• #1 Your Spanish store is live to Google but still in English: translate it for the Latino men you were built for

• Your websiteBlog "Shaving tip for multicultural men with wavy and curly hair": 19 articles, latest "Baobab Oil vs Argan Oil Skincare Showdown" (September 3, 2026); others include "How to prevent razor bumps (men of color)", "Why multi-blade razors destroy your skin", "Barber secret to zero razor bumps at home", "Complete guide: head shaving on melanated skin" and "Best beard oil for Black men". None is in Spanish.Source
• Your websiteThe store publishes Spanish, Portuguese, Brazilian Portuguese and Canadian versions of every page (hreflang "es", "pt", "pt-BR" and "en-CA", each with its own sitemap of 14 product URLs, checked October 20, 2026). The Spanish homepage and product pages are marked lang="es" and carry their own canonical tags, but the copy is still English: the Spanish Shaving Cream Mask page reads "Add To Cart", "MOST POPULAR" and "Full Description", and its title and meta description are the English ones. The Brazilian pages (lang="pt-BR") are English too.Source
• Your catalogueSpanish appears only in product URLs and in brackets on the Shaving Plans page, with spelling errors: the pre-shave oil lives at /products/mens-premium-natural-pre-shave-oil-aceiete-natural-premio-para-antes-del-afaeitado ("aceiete", "afaeitado"); the blades at ...-navajas-de-borda-doble-super-platin; the razor at ...-rasurador-clasico-con-navaja-de-doble-filo. The homepage title positions the brand for "Black men, Latino men & men of color".Source

Cut a weekly 30-second clip from each tutorial (single-pass shave, lather with the brush, beard wash), post to TikTok, Reels and Shorts, and boost the best one each month as an ad pointing to the quiz.

Short-form reaches new viewers far faster than long-form, and organic winners are cheap pre-tested ads.

• Inconsistent posting

  Batch-edit a month at a time.

• YouTubeThe ThatsSmoooth YouTube channel has 16 subscribers, 28 videos and 2,146 total views.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your websiteQuiz page "Let's Get To Know You": three questions (biggest concern: razor bumps, dry skin, unruly beard, sensitive skin; hair texture: wavy, curly, coiled, thick; routine) then an email for "your matched routine - plus a welcome offer". The homepage links to it once. A free guide page ("No-BS Grooming & Beard Care Playbook for Multicultural Men") prints a discount code.Source

Add a cart message: "Complete your protocol: add Step 01 and Step 03" with one-click adds, and a saving that makes the Essentials kit the better buy.

It raises order value with a reason, not a discount, and moves single-product buyers into kits.

• Cart clutter

  One suggestion at a time.

• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Send a day-21 email asking for a before-and-after photo and review, with points in the smile.io program as the thank-you. Feature the best ones on product pages and in ads, with permission.

Photo proof from men with the same hair and skin is the strongest persuasion for a skeptical buyer.

• Before-and-after claims

  Keep wording to the customer's own experience.

• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your catalogue"Smoooth Build A Box" collection: "The More You Add The More You Save", 12 products, but no tiers or savings shown on the page. Product pages also describe the razor for head shaving ("the same zero-drag performance"), yet there is no head-shaving kit. A smile.io referral and loyalty program loads on the site.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Cut a 20-second clip of the founder explaining why textured hair needs a different shave, add it to the Elite and Essentials pages and the welcome email, and use it as ad creative.

A founder story with TV credibility builds trust fast for a premium price.

• Clip rights limited

  Use a new founder video in the same style.

• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source

Add a country note in the header, a Canada landing section with delivery times, and send a launch email to Canadian subscribers; test a small Canada ad set.

The store is built; telling Canadians is the missing step.

• Shipping cost eats margin

  Keep the $100 free-shipping threshold.

• Your websiteThe store publishes Spanish, Portuguese, Brazilian Portuguese and Canadian versions of every page (hreflang "es", "pt", "pt-BR" and "en-CA", each with its own sitemap of 14 product URLs, checked October 20, 2026). The Spanish homepage and product pages are marked lang="es" and carry their own canonical tags, but the copy is still English: the Spanish Shaving Cream Mask page reads "Add To Cart", "MOST POPULAR" and "Full Description", and its title and meta description are the English ones. The Brazilian pages (lang="pt-BR") are English too.Source
• Your websiteShipping policy: "FREE SHIPPING MINIMUMS: $50.00 USA, $100.00 CANADA, $125.00 BRAZIL & COLUMBIA"; "We make all attempts to always ship next business day."Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source

Build a one-page retail case from DTC data (repeat rate, best-sellers, reviews by region), propose a regional expansion with Belk, and drive local traffic with geo-targeted ads and a store locator that lists each door.

Proof of demand wins shelf space, and online ads that point to stores make the expansion stick.

• Retail terms squeeze margin

  Keep kits and refills DTC-only.

• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your websiteSitemap pages still live (checked October 20, 2026): "Smooth Early Bird Opt-In Page" ("Support Minority Owned Businesses On Black Friday: Save Up To 30%"), an "eBrochure Catalog" page with no catalogue on it, "intro", "products" and a second contact page ("new-contact-us", also linked from the homepage), plus a store locator run by Stockist.Source

After the Spanish store is live, translate Portuguese properly, test local prices with duties shown, and work with five creators in each country on shave tutorials. Measure orders against shipping cost before scaling.

The infrastructure is in place; a small creator test shows whether demand covers international shipping.

• Duties put buyers off

  Show all costs upfront.

• #1 Your Spanish store is live to Google but still in English: translate it for the Latino men you were built for

• Your websiteShipping policy: "FREE SHIPPING MINIMUMS: $50.00 USA, $100.00 CANADA, $125.00 BRAZIL & COLUMBIA"; "We make all attempts to always ship next business day."Source
• Your websiteThe store publishes Spanish, Portuguese, Brazilian Portuguese and Canadian versions of every page (hreflang "es", "pt", "pt-BR" and "en-CA", each with its own sitemap of 14 product URLs, checked October 20, 2026). The Spanish homepage and product pages are marked lang="es" and carry their own canonical tags, but the copy is still English: the Spanish Shaving Cream Mask page reads "Add To Cart", "MOST POPULAR" and "Full Description", and its title and meta description are the English ones. The Brazilian pages (lang="pt-BR") are English too.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Commission a dermatologist to review and co-sign one long guide (causes, shaving technique, aftercare, when to see a doctor), cite them by name, and link the protocol where relevant without medical claims.

Expert review builds trust for a health-adjacent purchase and earns links from health and culture sites.

• Health claims

  Keep product copy to cosmetic benefits.

• Your websiteBlog "Shaving tip for multicultural men with wavy and curly hair": 19 articles, latest "Baobab Oil vs Argan Oil Skincare Showdown" (September 3, 2026); others include "How to prevent razor bumps (men of color)", "Why multi-blade razors destroy your skin", "Barber secret to zero razor bumps at home", "Complete guide: head shaving on melanated skin" and "Best beard oil for Black men". None is in Spanish.Source
• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source

Bundle razor, brush, pre-shave oil, cream mask and balm as a "Head Shave System", with a tutorial clip and a subscription refill, and promote it to readers of the head-shaving guide.

A named kit captures a use case you already serve, with no new formulas.

• Cannibalizes Elite

  Price it as a separate use case.

• Your catalogue"Smoooth Build A Box" collection: "The More You Add The More You Save", 12 products, but no tiers or savings shown on the page. Product pages also describe the razor for head shaving ("the same zero-drag performance"), yet there is no head-shaving kit. A smile.io referral and loyalty program loads on the site.Source
• Your websiteBlog "Shaving tip for multicultural men with wavy and curly hair": 19 articles, latest "Baobab Oil vs Argan Oil Skincare Showdown" (September 3, 2026); others include "How to prevent razor bumps (men of color)", "Why multi-blade razors destroy your skin", "Barber secret to zero razor bumps at home", "Complete guide: head shaving on melanated skin" and "Best beard oil for Black men". None is in Spanish.Source
• Your catalogueProduct feed (13 products, read October 20, 2026): prices from $10 (Super Platinum blades) to $125 (Elite Shaving System, "discounted from $156"); formulas sold as 1 unit, "3 Pack - MOST POPULAR" and "5 Pack - BEST VALUE" (Shaving Cream Mask $25 / $50 / $75); Essentials Shaving System $50-$60; Complete Grooming System $67; Precision Hardware Kit $76. In Canada the Elite system shows $179 CAD.Source

Test one landing page and a gift-set message ("for him, and for you") with the cream mask and balm, and a small ad set to women; measure before any packaging change.

It tests a second audience with the same products and could lift gifting.

• Dilutes the men's positioning

  Keep it a separate page, not the homepage.

• Your websiteHomepage: "Luxury Grooming For Men Of Color"; "As featured on ABC, CBS, FOX, NBC. Also available at Belk. Formerly carried at Whole Foods Market."; the Shaving Cream Mask is "Step 02 of Your ThatsSmoooth Shaving Protocol" and described as "the only shaving cream on the market that doubles as a detoxifying Dead Sea Mud skin mask"; footer "Copyright © 2025".Source
• Your websiteSitemap pages still live (checked October 20, 2026): "Smooth Early Bird Opt-In Page" ("Support Minority Owned Businesses On Black Friday: Save Up To 30%"), an "eBrochure Catalog" page with no catalogue on it, "intro", "products" and a second contact page ("new-contact-us", also linked from the homepage), plus a store locator run by Stockist.Source
• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source

Check that Google Workspace and Klaviyo pass SPF and DKIM alignment, then move DMARC to "p=quarantine" with reports turned on, and to "p=reject" after a month of clean reports.

Stronger authentication protects deliverability for every flow.

• Legitimate mail blocked

  Move step by step with reports.

• DNS checkthatssmoooth.com uses Google Workspace for email; SPF and DKIM are set, DMARC is "p=none".Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source

Film a short monthly series with Harlem barbers and customers, share it on social and in email, and add a "Made in Harlem" line to product pages.

Origin stories build loyalty and give the brand content no rival can copy.

• Time cost

  Shoot two episodes per session.

• Your websiteOur Story: the founder is "a multicultural Afro-Latino male" from Harlem who built the line for "the millions of men, like me, who are caught between cheaply made drug store brands and luxury brands not made for me". Press page: Shop Harlem Made spotlight; graduate of the Harlem Local Vendor Partner Program at Macy's.Source
• Your websiteInvest page: "8,000+ units sold across channels"; "34% return customer rate"; "2.7 products per customer"; "Currently on shelves at Belk and in select luxury barbershops", with earlier pilot runs at Macy's; featured on the "Go Fund Yourself" broadcast (October 2, 2025) and David Meltzer's PLAYBOOK podcast; "We're relaunching as a focused DTC brand"; plans: Klaviyo "lead capture, welcome, education, replenishment, win-back", "Subscriptions: 25% Year 1 to 75% by Year 5", paid media on "Meta, TikTok, YouTube; creators; HBCUs".Source
• YouTubeThe ThatsSmoooth YouTube channel has 16 subscribers, 28 videos and 2,146 total views.Source