I’m Shutting Down My Skincare Brand Apricus

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In this heartfelt video, I break down the reasons behind Apricus Skincare's closure and share my personal journey through this challenging time. I'll also outline my future plans and how I'm turning this setback into an opportunity for growth. Whether you're a business owner or someone looking for inspiration, I hope my story helps you out in any way.
If you find this video helpful or motivating, please let me know in the comments. Your feedback means the world to me!
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WHO AM I?
I’m Alex and my goal is to guide you to your best self through thousands of videos on self development, and self-image improvement. Consider this the modern man's guide to success. Subscribe and I promise to help you reach your full potential by upgrading your style, your hair, daily habits and overall looks.
Men's fashion, men's style, men's hair and hairstyle advice, grooming, fitness & health, dating advice, and overall self development.

[@aladrojk7028]

This is what i like about him.He is down to earth,so humble.Let’s make a great comeback Alex.

[@alexcosta]

Thanks a lot man!

[@batmanwithin]

lol

[@spirit6922]

I do very much appreciate the transparency here. I bought the apricots skincare proficiency set and it’s actually what got me started in my skincare journey. I won’t lie, the products didn’t really suit me, I have oily skin and I felt like the face wash was making that worse (especially in my t-zone) and the moisturizer burned when I applied more than half a dime sized amount to my face. But I loved the scrub. Even though the other products didn’t work for me, I still appreciate the fact that it helped me find my skin type and encourage me to look for other options and that’s something I think was well worth my money. Farewell apricus.

[@garvyadav]

Appreciate the transparency. Wishing you luck for your further ventures!

[@BeYourBestOfficial]

Boss move man! All the best and love u always

[@Thuglife-uw1yf]

Are Bhai ap yaha ❤

[@atharvapatil1038]

Areee San bhai aap idhar kaise..? Glad to know you are a fan of Alex Costa.

[@VincentPham-v1d]

Alex has always showed up as a genuine, warm and passionate man. This is why I love the guy and will continue to support his journey.

[@ericl7842]

Much love and light my friend. Keep punching...

[@khalidyoussef4160]

Thank you for always being there for us i have to admit you change my life 🌹

[@FunwithFindy]

Why not just sell the apricus products under forte labeling? I always wondered why that didn’t happen from the start. Forte was already established.

[@excal1bur_]

Yess

[@j-lon3564]

There are a lot of levels to business. I have absolutely no clue about the cosmetics industry, but I’m sure it’s filled to the brim with regulations, different taxes on different kinds of products, etc. maybe the “hair product” regulations and taxes are different to the “skincare product’s.” Also, launching it under the forte name and brand could mean that the consumer is left with a clogged up website, bad experience and too much information. A bad launch could also ruin the brand. There are many things to consider when deviating from the core brand, products and public of a specific business. In the case of smaller brands, such as forte, one single bad product or overpriced item could mean the end of the business, especially when the owner and founder is so easily reachable through social media and has the amount of influence that Alex has in the “men’s lifestyle” niche of social media.

[@inf9nity]

we will always support you alex we got you.. thank you for everything

[@TheRonelAaron]

Editing aesthetic is beautiful

[@christiane4278]

Love your channel! Will always support you Alex.

[@nolanbarker4809]

Wow! I’ve been using the products for about 6 months now. Sucks that it didn’t work out. I’m almost out of face wash and scrub and was going to order more soon! Lol better luck with your next venture! Thanks for the awesome advice over the years

[@meat_loves_wasabi]

Skincare is very competitive especially stuff from Korea is so affordable and have great reviews too

[@HafizAkbar]

Man, I'm happy for you ☺️❤ Keep going 💪🏻🔥

[@Nickkkkkkk344]

As a long time viewer, some constructive feedback - As someone who lives abroad, I would absolutely buy your products but across your brands they are extremely expensive (eg $110 hoodie £20 for a shampoo etc. I know you have to make profits but if you ever consider a more budget friendly range I'd absolutely buy to support you. But unfortunately I can't justify the prices

[@hpatterson8812]

That is a very good idea 😊

[@akashpatel291]

Always love you honesty brother❤. Lots of ❤ from India.

[@hamrazhd]

I understand you had to shut down the "apricus", but why don't you launch Forte series own skincare products?

[@shudevbarua3868]

This video highlights the importance for entrepreneurs to focus on only one business until that business grows a lot and has a lot of market share and there are systems through which the owners do not have to put their full focus on that business.

[@binodnepali]

I have been using Forte series products and absolutely love the products. And I will be eagerly waiting for the improved version of skin products. I hope you will be selling the products in the EU region.

[@dunny2210]

Why I keep seeing KZbinrs shutting down their brands, merchandise, etc. Is this another trend or contents all these youtubers trying to create?

[@-HemangPegu]

Jimmy Zhang?

[@j-lon3564]

Usually it’s very difficult for KZbinr/influencer brands to keep their public and growth. The “hype” behind it dies down and if the products aren’t really up to the market’s standard, people will just go back to bigger, more consolidated brands. For example, if you could choose to buy a skincare product from Alex’s brand for 25 bucks or to buy the same product from La Roche-Posay, for the same price, which one would you choose? Not disrespecting Alex’s brand, but it’s very rare to see people choose the smaller, less known, brand over a giant of the same segment, it’s kind of like buying a random pair of gym shorts from a startup instead of buying the same pair of shorts from Nike at the same price.

[@ExplorerInTime]

he still didn't say Y it failed? what went wrong?... he said we made one mistake, that ruined everything . what was that mistake?...🤔🤔

[@MuhammadAlAmeen]

Hold your head high, brother. You did great. No regrets, only lessons learnt.

[@saadpirzada9540]

Hey Alex, I've been watching you for 8 years and I just want you to know that we're all proud of you, we love your dedication to keeping it real with us, and your work ethic for your businesses. It's unfortunate that Apricus has to go, but I just know that this sacrifice will help Forte grow at a much faster rate. So I wish you that best for that ❤🙌

[@samraddhbhiroria5326]

Honesty and transparency ❤

[@camyeoman4180]

Why dont you try a rebrand like a “forte series” skincare line since the brand is already established, test the waters one more time see if people who buy forte products will buy skincare, i think a lot would since people who care about their hair more often than not care about their skin too

[@xxsantyxx]

I'm here since call of duty man. Hugs from Portugal!

[@asrivatsan1721]

Men are brave. We are here with you Alex❤

[@meetshah.07]

I had never bought anything from apricus but now Noone can 😢

[@extsaojose]

Faz parte da vida. Abraço tudo de bom

[@brandonvermelle]

Alex you don't plan on shutting down Aetos Apparel do you ? Please dont 😭

[@AlienCraft23]

Since those products are so good why don’t you just rebrand the into Forte then they will get a portion of Forte’s business?

[@nmotivation7]

keep going brother

[@HMuny55]

Tiege Hanley is rubbing their hands rn

[@thenewking7693]

Do a video about the things on your amazon store

[@batmaninja1]

Someone has been listening to Alex Harmozi...focus on one thing and make it great and best best product

[@itsmeofficial7871]

Delivery over the globe or just jn USA?

[@terjupi1726]

I ❤ FORTE

[@syednasimnewaz7114]

Love you boss❤

[@marcus1227]

Great guy 🇧🇷

[@petravidrih3929]

Ok.

[@HMuny55]

Bro really thought he was going to get dudes to wear makeup

[@rahulmalik9373]

Papatui is the bigger brand now

[@Account1746]

Teige Hanley doeee

[@dollyakter]

আপনার এই প্রোডাক্ট apricus বাংলাদেশ এ পাঠিয়ে দিন পার্সেল করে আমার চোখের নিচে কালো দাগ হয়ে গেছে

[@adityachampawat1414]

Being a follower of your channel for several years, I know you’ll retrospect and come back with an even better version of this! Keep up the grind man!

[@alexcosta]

Don't forget to follow me on instagram.com/alexcosta Thank you for watching! -AC

[@NateRockmans]

I may be wrong, but you can just re-brand apricus to forte, and sell the products with the forte name.

[@Llormis]

I think they were on the Forte website

[@closviz]

It makes perfect sense. To grow a business, one should focus on one thing: The business that provides the best LTV to CAC ratio. Good for you!

[@VoxMartin]

Really sorry to hear this, I just started getting into the eye serum and I largely enjoyed the products. Best of luck, Alex!

[@krsteanjoseph5351]

you expect me to pay 230 dollars for the tinted moisturiser and eye serum like bro I like your vids and I fully support your channel but why the shipping so expensive for??

[@MrDefjam100]

man where do u live

[@Ghareeb236]

​@@MrDefjam100 doesn't matter 90% of the population would find this stuff expensive

[@WillZingzong]

@@Ghareeb23690% of the population does

[@TravWhiteStyle]

Great leaders make tough decisions. Well done, Alex. Could even see a skincare line under the Forte banner.

[@siva3485]

We have learnt a lot form you Alex and learning. Our decision makes us where we are now. People making good decisions watching your videos. The decision which you made also lift you in your carrier.

[@sourikjr]

All the best for the upcoming days Alex! Heads high. Waiting for your next booming business.

[@micahtaylor3358]

Dude this sucks. I love Apricus, it's the best skin care line I've ever used.

[@jerin_gerard]

Been following you sinces years. All support to you keep gojng brother. Love from india

[@benmarsh7325]

Not sure if moisturizers or exfoliators would come to forte eventually but do you have any recommendations to products of similar quality? I had a skin routine before but using apricus products were a night and day difference and practically made it seem like i didn’t have a skin care routine before. So if you do have recommendations that would be appreciated. Appreciate you being real my man.

[@meesumrnaqvi]

Rename Apricus with forte. And launch again.

[@LongNguyen-sx3bn]

It’s a shame those products not available anymore. I love those skin care products and been using since beginning.

[@najibamara0]

Amazing keep going and i admire your content and lifestyle ❤😊

[@korr_michaels8021]

Just please don’t close down Aetos!!! Your shirts are the absolute best quality and I only wear them exclusively!!!

[@chrisfronza_1476]

I found Forte from you, and you’re the main reason why I started taking extra care with myself

[@safwankhan8548]

Why not rebrand the most popular apricus products into forte. this way your clients who use apricus can still continue with the products.

[@jesuslopez6873]

Alex please create a Chanel about entrepreneurship

[@andreijula2112]

Usually I'm not commenting because the chance of you seeing this is small, but this time I'm passionate about the business. My question is, why don't you think of Apricus like a small brand that Forte just aquired to expand it's product line? 100% focus still on Forte, the brand, but when it comes to product you could introduce some ex-Apricus products. To me it seems a move worth trying, but I'm sure you've thought about every posibility and I'm curious to see why you think this won't work? Cheers!

[@blueeyedwhitedragon7445]

dats when you get for selling overpriced junk

[@gutspillage]

I've been doing marketing for skincare companies for over 10 years. It's an extremely saturated market and there are some giant players in it. Unless you're bringing something truly innovative and effective, which frankly there isn't, since the established companies are filling every niche, my advise would be against skincare startups. Even someone like Madonna, with her cosmic brand power and budget, could not enter the mainstream skincare market. That fact that you managed to go as long as you did with your skincare brand is really a testament to you as an influencer. It's a good move to capitalize on the growing recognition of your Forte brand and expand its range into skincare.

[@gregorioluque2671]

Respects brother!! Remember success in life is a journey where we all are learning together, you have come a long way. Never forget where you came from and how.

[@bedantmulmi8175]

This man gonna comeback a way better than he is right now. ALL the best Alex!!

[@lavishresale7280]

I love your transparency Alex and that’s a reason I watch your channel. I have supported your endeavours for a while now and would love if forte was more easily available for UK customers

[@adhyansarawgi5631]

Stay strong brother I know you are seeing difficult times You breakup now your brand But we are with you 💪💪 your are a champion 💪💪

[@jayboogie1295]

The forte series extreme hold clay is the best clay on the market for me. Don’t ever discontinue it or change the formulation or I will have issues finding a replacement.

[@JuanManuelTastzian]

You did good, Alex. Businesses are all about pulling levers up and down. If something works, you double down. If something doesn't, you just have to do these things so that the other aspects of the business can thrive. Good luck with all the rest!

[@LeroyCReed]

The only thing I got WAS the tinted moisturizer. I just used it on my nose to refuse the pores and take a bit of the red of it. Now I'm looking at other brands. Kind of a bummer.

[@atharvadhotre6365]

Alex you will come with great comeback with your own new brand I believe in your hard work ❤❤❤❤

[@VidulSivaramakrishnan]

Need not worry Alex! Wish your work will definitely ace at forte series, This conversation shows how humble and honest you are. Always have this brother!!

[@mohamedbacha7556]

Wish you the best Alex, we’re always here to support you

[@kyleelkin]

Oh damn man, I love apricus and have been using since the start. Best face wash, moisturizer I’ve ever used. Can’t wait to see what skin care products you do next under Forte next year - will always support you man!

[@hanchi8710]

out of all your businesses which one is most profitable?

[@heshangunathilake]

supporting you Alex Thank you for the amazing content all these years❤

[@MuhammadAlAmeen]

5 years following you, still going brother. Love what you do and stand for. Keep it up Alex!

[@vineetgaur]

The strategic change you are making is worth it All the best brother

[@alvanath1]

I discovered alex costa through a video by Daniel Alfonso mens salon ever since i got instantly hooked by the great vlogs /videos he was involved in very informative dude. The fact that he's genuinely humble and very intellectual with the information he provides to the audience is what kept me watching his content. Dude's awesome. Like rocky once said keep punching keep moving forward. Alex costa you will always have are support whether its buying your product or streaming your content on KZbin/Instagram etc...... 🙏🏻✌🏻

[@shu7165]

Could u make your own cologne?

[@prajwalvijayanna996]

Love from India 🇮🇳 ❤

[@lars2894]

I think Skincare is just very, very personalized. And it's tough for a small business like yourself to make custom products for every permutation of factors such as skin type, hormonal type, skin condition, etc, at a reasonable price point.

[@alexp601]

No shame at all in working hard and trying something. It's all a learning curve. Onward and upwards Alex! 💪

[@Marcel.Miranda]

You might be down to earth and humble, but your PR team is not. I purchased both Apricus and Forte for my brother and was impressed with the products. However, I was disappointed by the lack of response from your team. I attempted to contact via email, Facebook, and Instagram, but not only did I not receive a reply, I was also blocked on Instagram. I was always polite and respectful in my communications and have never been disrespectful. I’m not planning on changing that, but as your business grows, the more people you have around, unfortunately, they don’t seem to share your vision. This experience has made me lose confidence in you over the long run. While I understand that your team is not you, you are ultimately responsible for them. I appreciate your honesty, but I have the perception that you are not longer the one actually communicating with us beyond the videos. Although I’m not a follower anymore, I hope you overcome these difficulties.

[@ahmarazeem3611]

I have been watching you since from last 3 years and I can say that I have learnt a lot. And from this video also somewhere I got to learn that it's better to leave something at a good point rather than stretching it. Waiting for your another big brand comeback.....

[@leifwalker4929]

Thank you for your honesty Alex. I just placed an order for both of the remaining Apricus products so I can try them before they are gone. You have had an extremely positive impact on my life and I’m sure your next venture will be a great success!

[@selflicist]

Alex, you are a great and humble person. We all understand that closing a brand that was so dear to you is hard, but cheer up the world will take you to places that you never imagined, and it will bless you. I wish you happiness bro you have inspired me a lot, and I respect you.

[@tuguldurtuugii4135]

Honesty won't attract everyone. But it will attract the right ones. Love your honesty man.

[@BLackSilverGoodz]

why wouldn't you just merge Apricus with Forte? and sell under one name? edited: I spoke too soon😂

[@akashgudigar807]

Am I crazy or can't he just put those products under the Forte name?

[@KherojitSingh-dk1ek]

Thanks alex.😂❤, love those brands that is easily available in north east india. Wanted the eye cream..apricus, i will order online.❤

[@rohithkode]

My man will come back stronger. Nothing but much much much power to you!

[@joshuadouglas8856]

Why didn’t you just rebrand apricus as forte skin care ? That would sold no ?

[@shreysharma7160]

It's fine bro , u did good and must have learnt from it , appreciate it

[@the_krause9708]

Can I join Mens Image Lab also if I'm under 18?

[@michaelatellez8470]

10 min video summary: IT’S ALL ABOUT MONEY. PERIOD. Which is completely FINE. I mean, at the end of the story no matter all the given speech, when you start a business you’re expecting nice profits, and to keep a Alex lifestyle you gotta make money NO MATTER if some costumers LOVE LOVE that or this brand. PERIOD!

[@DudleyJEdouard]

All good Alex. It's a part of the entrepreneur journey which I'm sure you know well by now. Happens to the best of us. I can't tell you how many businesses I've had to shut down lol.