Pictured: Anthony Violante (left) and Ryan Lyke (right) meet with Tatyana Sharoubim-Stewart, founder of T. Georgiano's Shoe Salon. Courtesy of: Hemingway for Men.

With a company less than half a year old and production beginning barely a month ago in Buffalo, New York, it’s hard to believe that Anthony Violante and Robert D’Amico, co-founders of Hemingway For Men, already have plans for a Sarasota expansion, much less on the back of a single product—beard oil. But when you’re trying to reinvent men’s grooming, the expected is suspect.

Starting with a beard oil may seem too niche, but that made it the perfect test product for the Hemingway conceit—a limited product line with limited availability but the kind of care and quality control that could build a loyal following. “It’s difficult for a small start-up to take that approach with an expansive line,” explained Violante, “and put that attention into packaging and the product itself.” Made with all cold-pressed and organic oils, each ingredient is chosen for a specific reason and together work to soften, shine and promote growth, but also protect the beard and skin from UV damage and dryness.

As for the packaging—sleek, solid and matte black with minimal adornment—if the name ‘Hemingway’ didn’t give the right impression, this surely hammers it home. “The ‘coolness factor’ that we’re going to bring to the men’s grooming game is the major game-changer,” said Ryan Lyke, director of sales and marketing at Hemingway. It’s a break from the stereotypical man of the age of the sitcom, he says, the hopeless oaf schlubbin’ up the sofa. “That’s just who he is,” said Lyke, "but there’s been a paradigm shift.”

“We wanted to grow organically,” said Violante, “and once we got our foothold, expand.” And after a heartening welcome up in Buffalo, the crew sought a new test market in Sarasota, where Lyke and Violante struck deals with the likes of Shore and Southern Roots Salon, avoiding big-name chains and franchises and opting for more boutique options. “That’s the backbone,” said Violante, careful with how the new product is associated. “Those places are where you find original things.”

With new products on the way, including a moisturizer, the flagship facility will arise in Buffalo sometime in the next few months, with a secondary headquarters scheduled to arrive in Sarasota by this summer, according to Lyke. “It’s been very quick; it’s seems crazy,” said Violante. “But if we could do that with a beard oil, a very niche product, then we’re ready to roll.”

Pictured: Anthony Violante (left) and Ryan Lyke (right) meet with Tatyana Sharoubim-Stewart, founder of T. Georgiano's Shoe Salon. Courtesy of: Hemingway for Men.