Simon Duffy's Eureka moment appears in the bathtub and aisle of the American organic supermarket chain Whole food market.
At 2005, Duffy was looking for her girlfriend Annabel's favorite skin care products in a Manhattan branch.
"The store is full of female brands and baby products, but there is no decent natural beauty product for men.
I think if I can't find them in this store and the city, then they may not exist.
"Seven years later, Tamiflu's Bulldog Natural Skin Care Collection facial cleanser, moisturizer and shaving gel are sold in more than 2,000 stores in the UK --
In a store in New York, the inspiration came from here.
The London company he worked