Today we’d like to introduce you to anthony lazarus
Hi anthony, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
To set the stage, my journey began with my Russian grandpa constantly telling me to be a businessman as a child, so I got a degree in Business Administration from California Polytechnic University, Pomona. During college, internships at Mattel and Target sparked my passion for product marketing and consumer products. These experiences paved the way for roles in corporate America as a marketing analyst and product manager, which deepened my understanding of business operations. Inspired to create something of my own, I partnered up with three close friends in Hermosa Beach who had experience in the personal care space and co-founded Happy Nuts, addressing common issues we as men faced below the belt from our active lifestyle, like chafing, odor, and sweat. There weren’t any products on the market to solve these issues outside of baby powders or body moisturizers, so our co-founder, with a chemistry background, created an effective mess-free formula that applies as a lotion and dries as a powder. The success of our comfort cream ball deodorant has since allowed the line to expand the groin care routine into grooming, bath, and accessories focused on elevating men’s self-care. We’ve expanded rapidly with over ten full-time employees, an office, and hundreds of thousands of customers worldwide.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I made a mistake when I launched our first product at Happy Nuts that will haunt me but taught me the importance of proofreading. I work with graphic designers to design the packaging artwork and always list a few key benefits on the bottle. I’m known to make grammar errors at our company so I, accidentally misspelled “chafing” as “chaffing. Our entire team didn’t notice until a customer emailed us after we had already placed an order for six months’ worth of inventory. It was embarrassing, but it taught me the importance of attention to detail and owning up to mistakes.
Appreciate you sharing that. What should we know about Happy Nuts ?
My role as second in command or COO involves being the glue to keep the business operations humming. I get involved in product development, supply chain, operations, marketing, and customer support, but what sets us apart from others is our branding. Our customers find that our brand name grabs shoppers’ attention, and our bold marketing normalizes personal care for taboo areas. Without any guesswork, customers immediately know what it is for and where to use it. We’re now expanding this strategy to build a house of brands, the second being Happy Curves, which quickly became a success after rolling out nationally at Walmart in Q1 2024.
Can you share something surprising about yourself?
My mom enrolled me in bass guitar lessons during middle school, and I used those skills to start a ska reggae band in high school called Dread of the Dead. San Diego had the largest reggae scene in the U.S., so we fully immersed ourselves by performing at various backyard house parties. Although I stopped playing when I started college, I still miss the teamwork, discipline, and the thrill of headbanging.
Contact Info:
- Instagram: https://www.instagram.com/antlazarus/
- Twitter: https://x.com/antlazarus
