Soap-on-a-rope and Old Spice.

That was about it for men's grooming options a generation ago, says Marek Hewryk.

"I was not happy with that choice," he says, "because there was no choice."

Five years ago, Hewryk and partner Andrzej Lappo took direct aim at that neglected segment of the market and launched 4VOO Distinct Man, a high-end line of men's skin-care products and cosmetics manufactured in Stoney Creek.

They were in the right place at the right time. The idea of skin-care regimens, spa treatments and even makeup for men was becoming not only acceptable, but almost mandatory for the well-groomed man.

In that short time, 4VOO has established itself as a premier brand for men by being small, expensive and exclusive.

Hewryk and Lappo have positioned their line in top stores such as Harrods in London and Galeries Lafayette in Paris, and secured editorial space in the top U.S., European and Asian fashion magazines.

Lancome, L'Oreal, Clinique, Vichy and other major companies have jumped on the men's beauty bandwagon, but 4VOO doesn't even consider them competition.

"They have to spend enormous, preposterous amounts of money on marketing," says Hewryk.

"Their products cost much less, but they have this huge marketing machinery.

"How is this possible?" he asks, implying that the quality of the product has to suffer.

4VOO is not for everyman, he says. The client tends to be a confident man who cares about his image, is secure in his masculinity and wants to delay or repair the ravages of time.

"We have three kings, a few princes and endless celebrities," says Hewryk.

The success of 4VOO, which has been endorsed and used by many celebrities and professional stylists, is remarkable given its small size and young age in a fiercely competitive, long-established multibillion-dollar industry.

The owners bring to their company a variety of experiences, from Lappo's training as a teacher of art, literature and drama and work in the computer sciences and e-commerce to Hewryk's education and employment in chemistry and biology, research and computers.

They've used the knowledge they acquired at each stop to build the successful business they run today.

One of their most daring moves was relocating in April from downtown Toronto to a nondescript industrial park on South Service Road.

They wanted to be in a smaller, quieter, less expensive location and discovered there are numerous advantages to being in a small community.

For one thing, there's much less stress, says Hewryk, and "I can't afford to have people who are constantly stressed, who are always without energy."

Since most of their business is conducted online, there was no need to be in the frenetic, frenzied heart of Toronto.

Shipping and distribution is just as easy from Stoney Creek as anywhere else.

Hewryk says he learned early in life that it's all about making choices.

He was studying medicine in his native Poland, when personal reasons brought him to Canada.

"You make choices in life and you hope for the best.

"Everything is a learning experience that helps us develop as people, personally, professionally and emotionally."

He and Lappo do not perceive failure as a negative.

"If you want to criticize, start with yourself.

"Ask yourself 'Did I fail in something?' and then you take that experience and turn it into an advantage," he maintains.

"I never blame anybody but myself. I don't think it's fair to blame others.

"If someone does something wrong, I have to ask myself how I failed to communicate my message or explain what I wanted.

"We push ourselves, we challenge ourselves."

Their goal is to continue communicating to men that their appearance counts for plenty in the business world.

An oily, shiny face simply won't cut it in business, any more than a rumpled suit, says Hewryk, describing 4VOO products as enhancing, concealing and correcting, rather than beautifying.

Perhaps the most important element for success is passion, Hewryk says.

"You can have a PhD, but it's not going to keep you going.

"Passion gives you energy and the question then is not whether you're going to succeed, but just how successful you're going to be."

He encourages would-be entrepreneurs to believe in themselves and go for the dream because "if not now, when?

"If you don't know what you want in life, you won't get it."

mnolan@thespec.com

905-526-4689