Fragrance house

L3VEL3

L3VEL3 traces its roots to 2011, when its founders identified a shortage of high-quality men’s haircare and styling products for men and barbers. The Nouri brothers had begun building a barber-focused cosmetics distribution business around 2012, selling products door to door from Chicago before establishing a warehouse and website. During the COVID-19 pandemic, the founders spent about six months developing branded products in Turkey, and L3VEL3 launched in November 2020. Founded by Jay Nouri and barber A-Rod, the brand is artist- and barber-led, built by artists for artists while seeking to elevate barbering to the level of the salon industry and make professional grooming products accessible to general consumers. Barber professionals also form part of its creative and ownership structure, including Los Cut It, Mr. Official, Bengie Candelario, Sky Salon, and Anthony Reyes. In 2014, the team began putting barbers on professional-show stages, with its first such event at IBS Las Vegas.