Francesco Urso

Francesco Urso is the founder of Wolf Project, a men's skincare brand that aims to revolutionize the way men approach self-care.12 He is an Italian-born, Swiss-raised entrepreneur with extensive experience in the beauty industry.2 Urso previously worked as a Brand Director for Procter & Gamble in China, Russia, and Europe, focusing on Beauty and Household Care products.1

In July 2019, Urso launched Wolf Project with the goal of providing men with advanced skincare products inspired by Asian beauty rituals.12 The brand's first hero product was the Deep Hydration Face Mask, formulated in Korean labs.2 Wolf Project has since expanded its product line and secured $3 million in seed funding to grow its presence in the men's skincare market.3

Urso is also an author, having written the book "Quit to Win," which draws inspiration from his journey from corporate marketing director to launching his own skincare brand.56 Additionally, he serves as a Guest Lecturer for the HEC EMBA and Masters programs at the University of Lausanne.1

Through Wolf Project, Urso aims to challenge stereotypes surrounding masculinity and self-care, encouraging men to embrace skincare routines and unleash their full potential.4 His vision extends beyond just selling products; he wants to create a brand that inspires men to lead lives of self-improvement and become better versions of themselves.3