Stuff, the fast-growing men’s skincare brand backed by venture capitalist Paul Bassat and sporting stars Ian Thorpe and Dean Mumm, is raising $3.5 million to help accelerate its Australian rollout.

Stuff is seeking to disrupt the mainstream men’s grooming brands which have sat idle for two decades, according to its chief executive Hunter Johnson. The category – which includes shaving, skincare and haircare – is on track to reach $107 billion value in Australia by 2030 with 34 per cent of Millennial and Gen Z men now having their own personal care routine.