Inspiring Conversations with Shakti Sood of Sons of Adonis

Today we’d like to introduce you to Shakti Sood.

Hi Shakti , please kick things off for us with an introduction to yourself and your story.
I started Sons of Adonis because I felt there was a clear gap in men’s grooming.

A lot of men care about how they look, but they don’t necessarily want to walk into the beauty aisle, use products that feel feminine, or follow a long complicated routine. I felt that personally. I wanted products that helped men look fresher, sharper and more put together, but in a way that still felt masculine, discreet and easy to use.

That was the starting point.

I began developing Sons of Adonis as a premium men’s makeup and skincare brand focused on practical results. The idea was never to create products for men who wanted a full makeup routine. It was for men who wanted to look less tired, cover dark circles or blemishes, improve their skin, and feel more confident without it being obvious.

Getting started was not easy. I had no big investor behind me and no huge team. I had to learn everything from product development and formulation to packaging, branding, advertising, fulfilment, customer feedback and retail strategy. There were a lot of mistakes, delays and expensive lessons along the way.

The first product that really defined the brand was our men’s concealer. It was designed to be lightweight, natural-looking and simple enough for men who had never used anything like it before. From there, we expanded into skincare with products like moisturiser and cleanser, keeping the same philosophy: premium, effective and straightforward.

Where we are today is still early in the journey, but we’ve proven that there is demand. We’ve sold to customers in the UK and internationally, built a growing customer base, and had men come back because the product genuinely helped them feel more confident. That matters to me because the brand is not just about appearance. It is about the way you carry yourself when you feel like you look your best.

I’m still building. Sons of Adonis is not some overnight success story. It has been persistence, trial and error, and a lot of learning. But I believe the men’s grooming space is changing, and I want Sons of Adonis to be one of the brands helping push that forward.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
No, it definitely hasn’t been a smooth road.

One of the biggest challenges has been building a brand in a category that still needs educating. Men’s makeup is growing, but it is still not something every man openly talks about or feels comfortable buying. A lot of men want to look better, but they do not necessarily want to feel like they are “wearing makeup.” So the challenge has been positioning the products in a way that feels natural, masculine and practical rather than intimidating.

Another challenge has been doing it without a huge budget. I have had to be very hands-on with almost every part of the business — product development, branding, ads, website testing, customer service, fulfilment, and outreach. That teaches you a lot, but it also means progress can be slower and every mistake costs you personally.

There have also been the normal startup struggles: minimum order quantities, cash flow, packaging decisions, paid ads not always performing the way you expect, and trying to work out what message actually connects with customers. Sometimes you think you have the right angle, then the market tells you otherwise and you have to adapt.

The biggest lesson has been that having a good product is only part of it. You also need the right positioning, the right customer journey, the right economics, and enough consistency to keep going when things are not immediately working.

I would say the road has been difficult, but useful. Every challenge has forced the brand to become sharper. It has made me understand the customer better, understand the category better, and become more disciplined about what Sons of Adonis should stand for.

We’ve been impressed with Sons of Adonis, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Sons of Adonis is a premium men’s grooming brand focused on makeup and skincare products designed specifically for men.

The brand was built around a simple idea: a lot of men want to look fresher, sharper and more confident, but they do not want a complicated routine or products that feel obvious, feminine or intimidating. Sons of Adonis exists to solve that.

Our products are designed to be discreet, easy to use and results-focused. The aim is not to change how someone looks completely. It is to help men look like a better-rested, more put-together version of themselves.

One of our key products is our men’s concealer. It is made for things like dark circles, blemishes, redness and uneven skin tone. The important part is that it looks natural on the skin. Most men do not want people to know they are using a product; they just want to look less tired and more composed.

We also offer skincare products, including moisturiser and cleanser, built around the same philosophy: simple, premium grooming that fits into a man’s daily routine without fuss.

What sets Sons of Adonis apart is that the products are not just women’s formulas put into darker packaging. They are developed around the way men actually use grooming products and the differences in men’s skin. Men’s skin is typically oilier, thicker and more affected by shaving, so the products need to feel lightweight, comfortable and natural rather than heavy, shiny or obvious.

With our concealer, for example, the goal was not to create a makeup product that looks like makeup. It had to cover dark circles, blemishes and redness, but still disappear into the skin and feel easy enough for a man to use in under a minute. No caking, no shine, no obvious finish.

I want readers to know that Sons of Adonis is built with a clear mission: to redefine men’s grooming and make products like concealer feel as normal for men as using hair product, fragrance or moisturiser.

Can you talk to us a bit about happiness and what makes you happy?
What makes me happy is progress.

Not necessarily huge wins or perfect outcomes, but the feeling that I am moving forward and building something that did not exist before. With Sons of Adonis, that might be a customer saying the product helped them feel more confident, a new idea starting to work, or a small improvement in the brand that makes it stronger than it was the day before.

I also get a lot of satisfaction from solving difficult problems. Building a business is not glamorous most of the time. It is a lot of uncertainty, setbacks and figuring things out as you go. But when something finally clicks, whether it is the product, the message, the customer experience or the strategy, that feeling is hard to beat.

Outside of business, I would say happiness comes from feeling in control of my life and knowing I am making the most of my potential. I like growth, learning and pushing myself. I do not think happiness is just about being comfortable. For me, it comes from purpose, momentum and knowing I am working towards something meaningful.

That is why building Sons of Adonis matters to me. It gives me a sense of purpose beyond just selling products. The brand is about helping men feel more confident in themselves, and there is something genuinely fulfilling about creating something that can have that kind of impact.

Pricing:

• Men’s Concealer: £30
• Hydrating Moisturiser: £26
• Purifying Cleanser: £20
• Products are available directly through sonsofadonis.com

Contact Info:

• Website: https://sonsofadonis.com
• Instagram: https://www.instagram.com/sons.of.adonis/
• Facebook: https://www.facebook.com/SonsOfAdonisLtd

Image Credits
Sons of Adonis