OUR STORY
How the Hustle Was Born
Richie Bulldog and Seth Love have been obsessed with tattoos—getting them, living them, repping them—long before they were even legal in their hometown of New York City. Their passion was real and so was their ambition - they wanted to give back to the industry that gave so much to them. They saw the struggles artists and collectors dealt with everyday—uncomfortable heals, products that slowed artists down, and formulas with ingredients that weren’t all that clean. They knew there had to be a better way… and when they couldn’t find it, they created it. And with that, the Hustle was born. Hustle Butter dropped in 2012 and quickly became the go-to for pros worldwide—the Artists’ Choice.
Back in the '80s, there was no fame or fortune in tattoos. Just a tight crew of artists and collectors who lived for the craft. If you knew, you knew. And we really knew. We spent years tracking down the best artists, sitting for long sessions, and earning our ink the hard way. Full-body coverage, no shortcuts. And the artists? They rarely got the attention they deserved - so we devoted our lives to finding and celebrating their craftsmanship.
And as we did, we noticed the same thing happening over and over again: artists dealing with tired and unworkable skin mid-session, collectors powering through rough heals, and everyone relying on greasy petroleum jelly that only made things messier in-process and after the session. The products out there didn’t do the art justice - they clogged needles, left heavy residue and kept the skin from breathing.
We knew there had to be a better solution for clients and artists alike. When we couldn’t find it… we got to work and created it ourselves. We Hustled through dozens of formulas. And finally, we landed on a base that checked every box: body butter.
Why body butter? Because it just works. Artists say it goes on smooth, doesn’t jam up their gear, and helps them move faster. Collectors tell us it keeps their skin soft and their tattoos looking bold—whether fresh or years deep. We’re not saying it’s magic, but it changed the game… and still is.
What started with our OG Tattoo Balm (still our best-seller today!) has grown into a full lineup built for every stage of the tattoo journey: before, during, and after the session. And as we’ve grown, we’ve stayed true to our product philosophy—cleaner ingredients that are better for skin (with or without tattoos!) and the planet. And while we may be a global leader in tattoo care, if you ask us, we’re just getting started.
The world didn’t care about tattoos when we began. Now they can’t stop talking about them. We’ll keep doing what we’ve always done—ride for the real ones, elevate the artistry, rep the culture, and make products worthy of the work.
YOU CAN’T KNOCK THE HUSTLE,®
Richie Bulldog and Seth Love
Our Product Philosophy
We don’t cut corners — and we don’t chase trends. Every Hustle Butter product is:
- Made with vegan and clean ingredients (no parabens, no phthalates)
- Packed with naturally-derived butters, oils, and plant extracts
- Cruelty-free (kind to skin AND the planet)
- Hypoallergenic and dermatologist tested - so you can trust they’re safe for skin (tattooed or not!)
- Petroleum-free, so it won’t clog machines or pores
And everything we make is designed to:
- Support healthy-looking skin through every tattoo phase
- Rejuvenate art, old and new, keeping it bold and vibrant
- Nourish and instantly hydrate skin leaving it soft and smooth