Glory By Us: Filling the Gaps in Black Men’s Grooming and Building Community with Purpose

In a grooming industry that often overlooks Black men, Glory By Us is carving out a space rooted in authenticity, innovation, and cultural pride. Founded by Carlos, whose early work with Luya exposed both the gaps and the possibilities within Black-owned wellness, Glory is more than a product line—it’s a movement.

We were excited to catch up with Carlos and ask him a few questions about his journey, the brand’s mission, and how Glory is redefining grooming for the culture.

How did your experience with Luya shape your approach when building Glory, especially in understanding the needs of Black consumers?

I started Luya because I found that most Black people didn’t have easy access to healthy, Black-owned brands, including myself. They were harder to find back then. Luya was a one-stop-shop for healthy black-owned brands for men and women. Although I partnered with some awesome companies and discovered a lot more, I saw that there was still a huge gap in the market for a hair care brand that authentically spoke and catered to Black men. 

You mention the digital wave community as a catalyst for Glory—how do you see online culture influencing grooming trends today?

Online culture is a reflection of grooming trends and perhaps determines it. What I found exciting was that there was an extensive online community of Black men showing their hair maintenance routines, educating viewers, and making product recommendations. It’s a stark contrast to what the industry shows. The industry actually doesn’t show us at all - which is kinda crazy. Nonetheless, that absence or representation smacked me in the face, alerting me that we deserve a brand that speaks to us. Our counterparts have it. Why don’t we?

What was the most challenging part of formulating Glory’s products to meet both health-conscious standards and performance expectations?

I think it’s ensuring that the product performs well over time and has shelf life stability. That can be tough for me personally, because I get so excited about new products and I want to put them out asap! That’s often not how it goes though. Thankfully, I have a closer community of friends who will test my products and give me feedback. I honestly don’t worry about health-conscious standards too much because health is the backbone of the brand. I built Glory By Us to bring natural and effective products to the heads of Black men. I expect that we’ll always meet health expectations. 

How do you balance creating products rooted in tradition while pushing for innovation in the grooming industry?

I think it’s about storytelling. This question immediately makes me think about our pomade paste. I stopped using the pomades that we had growing up because I felt like they were damaging my hair - Murray’s, Sportin Waves, 360 Style.

These are classic brands amongst wavers and the Black hair community, but can we take that traditional feel and give it a healthy spin? Can we use clean, natural ingredients but still make sure you get that lay and shine while giving your scalp and hair follicles the good stuff they need? The innovation is crafting products that prioritize consumers’ long-term health; not just products that “work” for a look. 

What role does personal identity play in the way you’ve crafted Glory’s brand aesthetic and message?

I’m from Memphis, and I put that M-town swag into everything I do with Glory - the video content, messaging, design, everything. I know Memphis is known as a Grit & Grind city, but we also love looking good when we step out. Being presentable and looking good was a huge principle for me growing up, especially in my family. I couldn't leave the house unless my hair was brushed and my clothes were ironed.

In high school, we were precise with matching our Jordans with our Nike socks and Polo shirts. Whatever your combination was, you made sure you maintained it well. Glory By Us is built on the principles of Commitment, Consistency, and Dedication, and I think anyone from anywhere can identify with that. 

Can you share a memorable customer story that affirmed the impact Glory is having on the grooming community?

Firstly, I’m amazed every time someone decides to purchase a Glory product. The fact that this was once an idea in my brain - and now people feel compelled to pay real money for it - wow. But I think a common story that I hear is guys telling me that they still have our “Brush Your Hair” brush from 2 years ago and that our pomade is the only one that they use now. When they think of getting ready for their day or going out, they think about using Glory By Us as a part of that process. That’s what matters most. 

Looking ahead, how do you envision Glory evolving beyond haircare to influence broader conversations about self-care and masculinity?

Glory By Us isn’t just about making hair products. We are also a platform to hold space for Black men to share their journeys with each other - and the world. Many of us didn’t have hair discussions growing up, but we have SO MUCH to share - stories, struggles, ideas. Glory will be channeled to make sure that that happens. 

Are there any upcoming projects, product launches, or campaigns in the works for Glory that you’re excited to share?

Yes, we have a Kickstarter that is live right now! We are raising capital to launch our new leave-in Cucumber Moisturizer. Our new Cucumber Moisturizer is our hydrating solution for underserved men in a barren landscape of suitable hair products. Without regular access to barbershops during the pandemic, many of us experienced significant hair growth for the first time - and all its changes and challenges.

What birthed was a legion of men who have decided to permanently embrace their curls and coils. But we’ve remained largely ignored by the hair industry. Glory By Us is launching the solution - for us!

Glory By Us is more than just a grooming brand—it’s a cultural statement, a community, and a call to action for deeper representation and care in the industry. Carlos has taken his personal journey and turned it into a movement that uplifts and empowers Black men through intentional products and storytelling.

As Glory continues to grow, it’s clear the brand isn’t just shaping hair—it’s shaping conversations around identity, self-care, and legacy.

www.glorybyus.com