To get entrepreneur, innovator, and influencer Jhon-Jhon Ventura excited, just hint at the topic of Woof Camo- his latest start-up specializing in men's cosmetics- and he will blow you away. As CEO and owner of The JHON-JHON Institute, he sees the opportunity for massive growth as part of the global male grooming market. Worth $55 billion in 2021, this international market is predicted to grow to $110 billion by 2030 with a 6% compound annual growth rate (according to Custom Market Insights). Given factors such as the enormous increase in predicted demand, Jhon-Jhon's past successes, and his commitment to and focus on designing superior products, his excitement seems well-founded and well-placed. How did he get this far, and what's next for Woof Camo, given the conditions seem right for success?

How Jhon-Jhon arrived at this moment is an uplifting and inspiring story. To pay for college, Jhon-Jhon was a waiter and bartender, working his way through college. Eventually, after many personal and financial struggles, he persisted and graduated with two degrees. He worked in pharmaceutical and medical sales for a while, but at a particularly challenging crossroads in his career, he discovered his grandmother had cancer. Despite his challenges with work, he shepherded his grandmother through radiation treatments. On one of his visits to the hospital, Jhon-Jhon saw a poster advertising “Make Up for a Day”, hosted through a charity. He thought to himself, 'why just one day? Why not every day?', which inspired him to bring relief and happiness to cancer patients.

These individuals were experiencing additional traumatic appearance challenges – often experiencing skin discolorations, rashes, and hair loss – all while dealing with the stress of the disease and its treatments – and Jhon-Jhon believed that these individuals, that everyone, should look and feel beautiful every day. Jhon-Jhon began his pursuit of knowledge and the more he learned about skin pigmentation, skin types, tones, etc., he realized that there was something in his power that he could do to help people. This led him to specialize in micropigmentation procedures and techniques such as skin color camouflage and scalp micropigmentation among others, which he now performs and teaches at his institute, The JHON-JHON Institute, a center for cosmetic enhancement services and professional training. Jhon-Jhon dedicated his life to broadly sharing his talents, and he stated, “the motivation behind everything I’ve done so far, everything we do as a company, the keystones of my life’s work have been helping people who struggle with self-image, who are going through something difficult in their lives or just don’t feel right or comfortable in their own skin”.

This experience inspired Jhon-Jhon to create his successful cosmetics education business and dedicate his life to broadly sharing his talents. Subsequently, his mission to bring joy to others and his recognition of the immense opportunity inspired him to dream up Woof Camo. Since The JHON-JHON Institute first opened its doors in 2007, Jhon-Jhon has worked closely with countless clients, learned of their stories and experiences, and celebrated in the joy, confidence, and relief that his work provided them. It further enriched his passion and mission to bring joy to others and help people feel more comfortable in their own skin. However, he noticed that many of his male clients would confide that they made an appointment for services such as skin color camouflage (especially for individuals suffering from Vitiligo), plasma fibroblast, or facial rejuvenation procedures because they secretly wore womens’ makeup to cover their insecurities, and were embarrassed and fearful of getting caught. Jhon-Jhon realized that unlike his female clients, who were able to openly wear cosmetics, his male clients did not have the tools or social acceptance to treat or camouflage their own imperfections.

Upon reflection, Jhon-Jhon realized that he too had been experimenting with cosmetics throughout his life to cover up his own insecurities—evening out his skin tone, creating a fuller hairline, beard and brows, or defining his jawline and nose. However, there was always a stigma that makeup was only for women, so he would discreetly borrow his wife’s makeup to save himself from the embarrassment and judgement of others. He realized that there were so many people still struggling with self image--  particularly men who do not have the tools or social acceptance to do anything about it-- and he was driven to find a way to do more. That was when the idea of Woof Camo went into development. It is a way to provide a globally accessible line of products to the public, who don’t always have the access or means to micropigmentation or cosmetic enhancement procedures.

Jhon-Jhon said, “I wanted to help people with skin pigmentation conditions like Vitiligo, or with hair loss issues. I wanted to specifically gear my contributions to men… Currently, the market is saturated with cosmetic formulas designed for women’s’ skin types and textures, but very little if any of that is formulated to address and complement the significantly different skin types and textures that men have. The fact of the matter is that there are many men who secretly use makeup, but it’s a closely guarded secret because men are ostracized for purchasing and using makeup despite a growing popularity and demand. The vision is to remove that stigma by providing a product line that men can use comfortably, products that were formulated specifically for them, products that can seamlessly fit into their current lifestyles”.   

Jhon-Jhon has the perfect experience and track record to tackle this challenge. Given that his Institute is an award-winning cosmetic enhancement academy, and he's been providing permanent and paramedical cosmetic services since 2007, Jhon-Jhon knows how important it can be to be completely comfortable in your skin. His message is powerful – "Be your better self. Be fearless, be you.” Jhon-Jhon stated that he "truly believes that everyone is beautiful and should embrace themselves, but if something makes you feel better about yourself, you should do it. The opinion of others should not matter!”. Don’t let social stigmas stop you from being your best self, whether it be in life or appearance.

Since the inception of Woof Camo, Jhon-Jhon has innovated cosmetic products with superior quality and specific attributes for men that have his early customers raving. The products are unscented, non-comedogenic (won’t clog your pores), vegan, cruelty-free, sweat and water resistant, meets “clean cosmetics” standards, and boasts unique blends of natural, good for your skin, cosmeceutical ingredients with healing and protective properties such as Blue Tansy, Coffeeberry, Hops Cone, Pomegranate, Rosemary, Plum, and Calendula to help clear and prevent acne, blemishes, scars, redness and rosacea, skin damage, free radical and UV damage, wrinkles, fine lines, hyperpigmentation and more.

You may say, "Why cosmetics for men? Isn't there a stigma associated with men wearing makeup?" If there is or was, it is quickly diminishing, as we have all seen it mainstream for years in entertainment (live performances, rock bands, theater, just about every single person on TV). It is also already commonplace in many cultures outside the United States. Many nations worldwide celebrate that men and women wear makeup, perhaps every day, for special occasions, or perhaps as part of international things like public speaking in front of thousands of people. Why, just a few short years ago, tattoos were often frowned upon, and now they are commonplace everywhere, whether visible or not. Woof Camo's tagline is powerful – "American made. Formulated by men, for men." This slogan sets up the brand and product line for success because it repositions men's makeup where it belongs. Highly-sough after, mainstream, and widely accepted as routine.

Every one of us has felt insecure about our appearance several times. Know any teenagers that struggle with acne and get bullied at school for it? Bringing relief and removing shame from folks, when put that way, is quite a noble cause. The majority of us are always trying to look our best. Men's cosmetics are just one more opportunity to do so. Also, men's cosmetics make improvements accessible to those who aren't wealthy enough to have discretionary cosmetic surgery; why do that when a few key applications and brush strokes will make you look younger and better?

If tattoos and skin care products exist for men – and they do – the labeling and nomenclature of cosmetics and makeup characterize many of the products already there. Ever applied self tanning lotion or even gotten a spray tan? Well, that is another method of altering your skin tone. It's funny how a few words or labels can influence perception. But after you apply Jhon-Jhon's Woof Camo products or see the incredible results his customers are getting, you'll be convinced it's time to move past traditional biases and embrace what's already here.

Jhon-Jhon has referred to the expression, "If you love what you do, you will never work a day. " He is passionate about what he and his team do, and about helping people feel great about themselves. Coupled with his altruistic origins of helping people regarding their self-respect, self-confidence, and basic dignity, I can't think of a better leader for this up-and-coming, fast-growing firm.