S3 EP26: Marketing Stigmatized Products + Building True Fans with Michael McRae from Two Dudes

In this episode, Michael McRae, co-founder of Two Dudes, shares how the brand is redefining men's skincare by challenging outdated stereotypes and making self-care more approachable through humor, authenticity, and purpose-driven branding. He discusses the strategies that helped Two Dudes stand out in a crowded market, from building a memorable brand identity to creating meaningful connections with customers through community engagement.

Michael also dives into practical lessons on growing a consumer brand, including leveraging customer feedback, developing effective marketing campaigns, and balancing creativity with business fundamentals. Whether you're launching a new product or looking to strengthen your brand, this conversation offers actionable insights on building lasting customer relationships and sustainable growth.

Want to learn more about Two Dudes and their mission to make men's skincare simple and approachable? Visit the official website and follow on Instagram

Resources Mentioned

• KnoCommerce: https://knocommerce.com/
• 1,000 True Fans by Kevin Kelly: https://kk.org/thetechnium/1000-true-fans/

Related Customer Growth Sessions Episodes

• Getting Into Big Box Retailers: https://www.youtube.com/watch?v=H38F4qST2kU
• Staying in Big Box Retailers: https://www.youtube.com/watch?v=6qNeqLII1uc

Enjoyed the episode? Don’t forget to subscribe to be the first to hear about future episodes, and leave us a review on Spotify or Apple Podcasts!

Interested in seeing how Intergrowth could help you grow your business? Head over to intergrowth.com/cgs to book a complimentary strategy session with our team.