Craig The Barber®
Men's Grooming Expert. Brand Builder. Commercial Leader.
Turning firsthand consumer insight into products, brands, and experiences people trust.
Meet Craig
Hi, I'm Craig Whitely, though many people have known me for years as Craig the Barber®.
I've spent more than 20 years in men's grooming, building a career that began behind the barber chair and has grown to include consumer insight, brand strategy, product development, education, and commercial leadership.
Today, I'm the Founder & CEO of Burke Avenue® and President of My-Blades USA, but the perspective behind my work hasn't changed: listen to the consumer, understand the problem, and build better solutions. From advising global grooming brands to developing award-winning products of my own, I've built my career around connecting real consumer needs with products and brands people can trust.
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Burke Avenue®
Built from the barber chair. Designed around the consumer.
After years of hearing men share the same frustrations with shaving and skincare, I created Burke Avenue® to turn those firsthand insights into better solutions.
What began with a simple idea has grown into an award-winning men's skincare brand built around performance, comfort, and trust. From product development and positioning to e-commerce, wholesale, and customer experience, Burke Avenue represents what I believe great brands should do: listen closely, solve real problems, and give consumers a reason to come back.
Burke Avenue's Moisturizing Shave Cream was recognized as Best Shave Cream in the Men's Health Grooming Awards.
My-Blades USA
Professional tools. Commercial strategy. Built for growth.
As President of My-Blades USA, I lead the U.S. growth and commercialization of a German-engineered portfolio of professional shaving and barber tools.
My role brings together the two sides of the industry I've spent my career understanding: the professionals who use the tools and the businesses that bring them to market. From product launches and pricing strategy to Amazon, wholesale, retail partnerships, and professional education, I'm focused on building a brand that earns the trust of barbers while creating sustainable opportunities for our retail partners.
It's the next evolution of the work I've always done: connecting real-world grooming expertise with better products and smarter ways to bring them to market.
