Is Johnny Slicks Woke?

Johnny Slicks: Veteran-Made Grooming, Built the American Way

When two Marine Corps veterans decided to build a grooming company, they did not hire a DEI consultant or commission a rainbow logo for June. They rolled up their sleeves, sourced American ingredients, hired American workers, and built one of the fastest-growing organic grooming brands in the country. Johnny Slicks is the kind of company that makes Buy Woke Free proud to highlight — a business driven by grit, patriotism, and a genuine commitment to quality over ideology.

Company Overview

Johnny Slicks is a Marine Corps veteran-owned and operated organic grooming company based in Holly Ridge, North Carolina. Founded by John Raushi and Nick Koumalatsos, both former Marines, the company launched humbly — with Raushi funding early operations by donating plasma with his wife and making local sales through Instagram. When Koumalatsos and his wife joined as partners and investors, the brand took off, growing total sales by 389% from 2019 to 2020 alone.

In October 2021, Forbes named a Johnny Slicks oil-based pomade one of the year's best grooming items for men. That kind of recognition, earned purely on product merit, is what sets this brand apart from competitors who rely on progressive cause marketing to generate buzz. Johnny Slicks earned its stripes the old-fashioned way.

Their product line includes organic pomades, shampoos, beard oils, skin care products, and complete starter kits — all made with all-natural, organic ingredients free from harmful chemicals. Everything is proudly made in America, sourced in America, by American workers.

ESG & Sustainability

Johnny Slicks practices a sensible, product-driven approach to sustainability. Their organic ingredient sourcing means fewer synthetic chemicals and a smaller environmental footprint — not because activist investors demanded it, but because it produces better products. This is sustainability as it should be: grounded in product quality and customer health rather than in corporate ESG scorecards designed to appease Wall Street progressives.

There is no evidence that Johnny Slicks has embraced the performative ESG reporting frameworks that have become hallmarks of woke corporate culture. They focus their energy on making great products and supporting the veteran community rather than on hiring sustainability officers to write annual impact reports.

DEI Programs

Johnny Slicks operates on a clear meritocratic philosophy. The founders describe being veteran-owned as meaning "people over policy" — a direct contrast to the bureaucratic, policy-heavy DEI frameworks that have crept into so many American corporations. They hire based on work ethic, capability, and shared values, not demographic quotas.

Our review found no evidence of mandatory diversity training, race-conscious hiring initiatives, or DEI officer positions at Johnny Slicks. This is exactly the kind of small American business that hires the best people for the job and gets out of the way — letting results speak louder than diversity reports.

LGBTQ+ Advocacy

Johnny Slicks has not engaged in LGBTQ+ advocacy campaigns, Pride Month marketing, or donations to LGBTQ+ activist organizations. There is no Human Rights Campaign Corporate Equality Index score on record, which is entirely consistent with a veteran-owned company focused on serving its customers and the broader military community rather than chasing progressive credibility.

In a men's grooming market that has increasingly used LGBTQ+ campaigns and gender-neutral messaging as marketing strategies, Johnny Slicks stands as a refreshing counter-example — a brand that speaks directly to its core audience of men who want effective, clean grooming products without the cultural politics.

Political Activity

No corporate PAC contributions, political lobbying, or partisan grandstanding were found for Johnny Slicks. However, the brand's values are clear through its actions: it actively supports the veteran community, donating a portion of every order to help veterans in need. Their veterans support initiative — highlighted prominently on their website — reflects a genuine commitment to the men and women who served, rather than the superficial cause marketing that corporate America so often deploys.

This is a company where the founders bled for this country, built something from nothing, and now give back to those who did the same. That is a political statement of the most honest kind.

Consumer Impact

If you are a man who wants top-quality, all-natural grooming products — and wants his money to support a veteran-owned American business — Johnny Slicks deserves a prominent spot in your medicine cabinet. Every purchase supports American manufacturing jobs and funds veteran support programs.

• 100% Marine Corps veteran-owned and operated
• Made in America, sourced in America, by American workers
• All-natural and organic ingredient formulations
• Donates a portion of orders to veteran support
• No DEI programs, LGBTQ+ advocacy, or political contributions
• Forbes-recognized product quality

Johnny Slicks is the gold standard for what a values-aligned American small business can look like. Buy their products. Support their mission. And know that your grooming routine is helping to fund something genuinely worthy.