Our Story
Founded by Ryan Bruyninckx and Ruthy Nuckolls, Lasso Men aims to be your premier destination for men's beauty as we take it to the next level introducing men to quality products for skin, face, hair, and body, while educating in the process, all at the best prices and customer service experience out there.
About Ryan
Ryan Bruyninckx is an e-commerce veteran having established several success online businesses, including Who Wants A Treat, an online whole pet food and treat retailer which was prominently featured in People Magazine, as well as managing and developing ecommerce sites for one of the largest all natural oral care brands in the USA.
The idea for a site like Lasso Men started back in his 20s after suffering for many, many years from severe acne. Endless journeys on trying everything from so-called acne fighting soaps to toxic medications and tens of thousands of dollars of treatments led nowhere and no improvement. It wasn't until further research and discoveries into the root causes of acne like diet, sleep, as well as the fact that common ingredients found in soaps and detergents can irritate the skin. These findings made Ryan realize that he needed to make better decisions...and he finally beat the curse while making changes to his skincare regimen and diet.
And with that drive, Lasso Men was created to bring high-quality men's products at low prices that focus on clean ingredients, proven to help your skin unlock it's true potential and keep you looking your best at any age -- from brands that actually do make products for men (and not just marketed to them) and made with pure, clean ingredients that work for any skin type.
Ryan teamed up with one of the country's leading licensed cosmetologists and beauty business consultants (and best friend), Ruthy Nuckolls, to form R Beauty R Wellness, a beauty and wellness company. Lasso Men is the first venture to come out of R Beauty R Wellness to give men a centralized platform to learn about men's beauty and wellness and shop from brands that believe that men deserve high quality skincare and haircare products so we can look our best.
About Ruthy
Ruthy Nuckolls is a licensed cosmetologist in California, bringing a wealth of knowledge and expertise to the beauty industry. She has also managed and developed U.S.-based wholesale, dental, and international distribution accounts for one of the most prominent all-natural oral care brands in the country.
The idea of creating a men's beauty sector has always been on Ruthy’s mind, as she grew up with two brothers, one of whom is also a licensed barber in California. This upbringing made her aware that the selection of men’s products has often been limited. Many men tend to prefer simplicity in their daily regimen or may be unaware of products that would best meet their specific needs.
When Ryan proposed launching Lasso Men, Ruthy was excited to collaborate and bring their vision to life. They aimed not only to offer high-quality products but also to instill confidence, provide knowledge, and offer personalized recommendations to meet everyone’s needs.
We'd love to hear what you think about Lasso Men. We're just getting started so stay tuned as we add more brands, more research, and more health and wellness content so you can be informed to take care of your self each and every day.