Who We Are
It Starts Here.
LM17 isn’t built on trends or borrowed ideas. It’s built on purpose. A relentless pursuit of better—better formulas, better design, better results. We create for men who see grooming as more than routine—it’s refinement, precision, and an edge that lasts beyond the shower. Because the details matter. The right formula doesn’t just cleanse—it strengthens. The right design doesn’t just look good—it performs. That’s why every product we make is engineered with intent, crafted to fuel hair and skin at the deepest level. No clutter. No compromise. Just essentials made to work as hard as you do. This isn’t about following the industry. It’s about setting a new standard.
The Core of Excellence
It’s more than just a phrase—it’s a commitment. A philosophy. A promise to push boundaries and elevate every detail. It’s what drives us, from the first spark of an idea to the final drop in every bottle.
What does it mean? It’s about creating grooming products that aren’t just good—they’re uncompromising. Built for men who demand strength, precision, and results. It’s formulas that nourish deeply and perform consistently, packaging that commands attention, and a vision inspired by nature’s most resilient leader—the lion.
The lion represents strength, balance, and mastery—the qualities we infuse into every product we make. We didn’t look to other grooming brands to set our standard. We looked to the best—designers, innovators, and pioneers from every field. Think of precision like Porsche, innovation like Apple, or durability like a Rolex.
It’s why we’ve spent years perfecting our products, working with the best labs and chemists to ensure every formula is as good as it can be. It’s testing tirelessly, improving endlessly, and listening to men who won’t settle for less.
Because at LM17, we believe the details matter. And when it comes to grooming, we know there’s always room to do better—stronger formulations, smarter design, and performance that lasts.
Excellence isn’t just what we promise. It’s what we live by. And we’ll never stop striving for it.
@LM17HEALTH
