Male grooming boom

Kitoko oil

Kitoko oil - Credit: Archant

Male grooming has hit new heights and shows no signs of slowing down

Kitoko soft clay

Kitoko soft clay - Credit: Archant

Previously, a male beauty shelf would include deodorant, aftershave and a basic hair gel from the local supermarket. It wasn’t really a shelf, but more of a corner in the bathroom. Recently, the male grooming industry has boomed and salons nationwide have adapted to the change. Plus, there are now a host of lotions and potions available for the modern man from moisturisers to beard waxes and hair colours; so that corner has out grown the shelf, and now has a cabinet all to itself. ‘There is a strong focus on male grooming within the media, making it a lot more accepted for the everyday man to take care of his appearance,’ says Mark Mountney, owner and managing director of Zoology, London’s go-to salon based in Wanstead High Street. ‘It is also less taboo for a man to head into a salon rather than exclusively visiting barber shops,’ he continues. Along with tanning regimes, eyebrow grooming and skin moisturising routines, the most popular male grooming trend is hair and beard maintenance, treatments which the team at Zoology are experts in. ‘By far the most popular of our male grooming offerings is the grey camouflage treatment,’ Mark explains. ‘It is a lot more acceptable for men to dye their hair and we are booking more and more guys for colour services. We focus on creating a soft, natural look rather than using heavy block colours. It is a great treatment for guys who want to keep the mature edge that grey hair lends them, without aging a gentleman beyond his years.’ Don’t be fooled into thinking grey hair is just for the older gent. The trend has proved popular with younger lads too, including Zayn Malik, former One Direction band member. Other popular male celebrities who have aspirational hair include George Clooney and David Gandy who epitomise classic hair with a suave edge. Facial hair has also seen resurgence with beards taking centre stage. So retire your razors chaps, and embrace the masculine, albeit polished, look with a face of perfectly manicured stubble or longer, conditioned fuzz.

Men’s Goodies

• The ASP Kitoko Oil Treatment, £27.95 (95ml) has a lightweight, multi-action formula and is ideal for nourishing beards, treating split ends and adding shine.

AC Fiber

AC Fiber - Credit: Archant

• ASP Kitoko ASTE Texture Perfect Soft Clay, £11.95 (75ml) is a hero product. ‘It’s a strong hold wax which is a must for guys wanting to keep their hair in place,’ says Mark.

American Crew Grooming Spray

American Crew Grooming Spray - Credit: Archant

5 minutes with Brad Robinson

We chatted all things male grooming with the manager of Mitchell’s Male Barbers, Buckhurst Hill

Most Read

Tell me a little about Mitchell’s Barbers?

‘Mitchell’s is a modern approach to the classic barbershop. We have four shops across Essex in Chelmsford, Hornchurch, Buckhurst Hill and Brentwood.’

What celebrity hairstyle have you recreated the most on your customers?

‘If one of our customers asks for a particular celebrity ‘look’, it is more often than not a style sported by a footballer, usually David Beckham. Other common hair inspirations are Arsenal striker Olivier Giroud and Spencer Matthews from Made In Chelsea.’

What is the most popular hair style at the moment?

‘Lots of lads are opting for long classic styles or the sleek side part.’

What other treatments do you offer other than haircuts?

‘We also offer beard trims. Many of our customers are steering away from the classic clean shaven style and are opting for a more rugged look with their facial hair.’

What essential products do you recommend all men use?

The American Crew Grooming Spray, £12.95, and American Crew Fiber, £13.95 both offer high hold with a matte finish. Every man should have these in his locker.

Contact us


145 High Street, Wanstead E11 2RL, 020 8530 3005

Mitchell’s Male Barbers

Buckhurst Hill, 160a Queens Road, Buckhurst Hill IG9 5AZ, 020 8505 5074

Comments powered by Disqus