The first store was founded by Eric Malka and Myriam Zaoui in Manhattan in 1996.

[1] The store was successful and opened a second shop on Madison Avenue.

The brand developed a line of natural shaving products.

[3][4] It was announced in January 2020 that parent company Procter & Gamble planned to close "most" stores due to a decline in mall traffic and changing consumer shopping habits [5] The company closed its last physical location in Orlando, Florida on January 2, 2024.

[7] This United States retail business article is a stub.