"Breaking the Taboo: Conversations About Men’s Hygiene"
By La Franz Pitts, CEO of Janero Distributors Inc
March 15, 2024
Throughout my life, starting from those formative years in junior high, I've maintained a meticulous hygiene routine that has often bucked conventional wisdom. Yet, despite personal strides, I’ve consistently noticed a broader cultural hesitation around discussing men’s hygiene openly, especially among African American men. It's a topic often shrouded in sensitivity and even taboo.
Why the silence? Hygiene, fundamentally, is about health and comfort, qualities every man deserves. Yet, the conversations about maintaining freshness across our entire bodies, beyond just the armpits, remain limited. My own journey with hygiene products—ranging from talcum powder in less talked about areas to dealing with the shortcomings of products ill-suited for our active lifestyles—highlights a gap in our discussions and in the market. I remember rushing to replace my confiscated body spray during a business trip and explaining its necessity to a colleague, an experience that underscored for me the personal importance of these products.
At Janero Distributors Inc., we’ve asked: What if we could change the dialogue around men’s grooming? What if we could make it as normal and necessary as any other aspect of well-being? This vision led to the creation of Fadidi, a product line that embodies more than personal care— it’s about pride, confidence, and erasing stigmas.
Fadidi isn’t just another hygiene product; it’s a statement. It’s about acknowledging that self-care is a worthy investment and that there should be no embarrassment in discussing or embracing it. Our cream deodorant, born from extensive research and development, including safer alternatives like natural arrowroot powder and activated charcoal, is crafted to meet the specific needs of African American men. It’s designed for the entire body, providing a sophisticated, effective solution where traditional deodorants fall short.
This product and our brand are about challenging outdated norms and fostering a community where talking about personal grooming is as normal as discussing fitness or diet. We want to transform these often-private discussions into open dialogues that empower men to take pride in their self-care routines.
The name "Fadidi," inspired by a playful nickname and meaning superior, perfectly encapsulates our vision. It's not just about selling a deodorant; it's about inspiring a movement. We are here to elevate the grooming game for African American men by providing luxurious, effective products that cater specifically to their needs, encouraging them to take care of themselves with the same
vigor they pursue other aspects of life.
As we continue to grow and evolve, we remain committed to this mission. We invite you to join us in changing the narrative and embracing a new era of men’s grooming—one where confidence, health, and hygiene walk hand in hand.
Together, let’s break the silence and celebrate the kings that we are.