Ethan McQuarrie, an entrepreneurship student splitting his time between the University of Utah and Salt Lake Community College, took notice of the rapidly evolving men’s personal-care market and increasing demand for natural and sustainable products. So, he decided to take it on with his startup, OCOVES.
“I see brands like Axe and Old Spice starting to fade, and brands like Dr. Squatch, Harry’s, and Duke Cannon starting to rise,” he said.
With OCOVES, McQuarrie is following those rising brands by offering men what he proudly describes as a premium, all-natural alternative to the chemical-heavy grooming products that have dominated the market for years.
Despite launching OCOVES just earlier this year, McQuarrie has already seen an overwhelmingly positive reception.
“Every entrepreneur, me included, has that scare: is my product going to work? Is it just a ‘shower idea’?” he said. But the feedback he has gotten has hushed these thoughts. “The response was great. People said it was a different type of experience than the traditional cologne they use; it smells fresh and lasts all day.”
That response largely came from shoppers at farmers’ markets, which have played a crucial role in these early stages of OCOVES. These markets have allowed McQuarrie to engage directly with customers.
Of course, launching a business hasn’t been without its challenges. “Taking the idea from paper to product was tough,” McQuarrie said. His advice to aspiring entrepreneurs? Network. He emphasized the power of building relationships and the immense opportunities that come with them.
McQuarrie has big plans for the next five years. He envisions expanding OCOVES’ product line beyond hydrating colognes to include a full suite of men’s grooming essentials, such as body wash, shampoo, and conditioner. “My goal is to have OCOVES on the shelves of major retailers like Target and Walmart,” he said.
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