“Guys need help,” owner Chad Beightol admits. It was under this premise that he initially began the Lodge, a men’s accessory store, in 2014. Through this experience, Chad recognized a service men sought but lacked in New York City: beauty and grooming supplies. He began with body cream and then slowly added cleansers, anti-aging serums, beard oils, cologne, hair gels, and more. Thus, Consigliere was born. Chad and the staff consider themselves advisors or "consiglieres" in Italian.
Chad has traveled extensively to Korea, Japan, and Bali to become as well educated as possible about skincare and grooming techniques. In his tiny, but well-curated shop, he provides the best products for his customers while helping them with specific needs - whether that be young men with problem skin or men in their forties looking to stop irritation caused by shaving. Though men and women have slightly different oil levels and skin thickness, Chad has been able to apply a lot of lessons from women’s skincare, so much so that sometimes women come to the shop to buy products for themselves at more affordable prices.
Chad often faces men without much experience with skincare questioning its importance in the current moment. His response: "It’s always been there. Ancient Romans, Egyptians, you name it, they all used the products available around them to better their skin. The exciting thing now is that we have access to ingredients from all over the world." And, Chad proudly told us that as he recognized the gaps in some product offerings, he decided to build his own brand with an in-house line.
When men come into the shop, Chad asks about their current skincare regime and specific issues they face to determine their skin type and formulate a strategy. Sometimes significant others drag men in pleading with them to stop using their beauty products, and other times it is men alone, but what Chad stresses is Consigliere’s ability to provide a comfortable space for men to discuss insecurities they face about their appearance. This comfort, along with knowledgable service and a reasonable price point, is what makes Consigliere a haven for men as young as teenagers and as old as mid-60s.
Even though he recognizes the prevalence and convenience of online shopping, Chad emphasizes that customers cannot get excellent service in a digital space. He loves that his location in the East Village situates him closely to so many other small businesses, so his work feels local at heart. With extensive background in the fashion industry at Levi’s, Coach, Gap, and Saks Fifth Avenue, it is important to Chad that his business caters to a wide audience online but the local community in person. He has found that too many places attract men with a sports bar feel: plush couches, beers on tap, and never-ending ESPN. At Consigliere, men will instead find a place that both welcomes masculinity but does not smother men with it. Men come for bro masks, affordable cleansers, whiskey-smelling candles, but perhaps above all, advice.