In 2016, we decided to shake up the male grooming industry.


To understand men's needs we sat down and spoke to them in a frank fashion to truly understand what they look for in a product & brand. How?


 Our philosophy is simple...

1. Always putting men & their specific needs first. 


2. Working with the best of the best. Never compromising on quality. 


3. Keeping it Frank - talking to guys in a language they can relate to & engage with. 

 We want guys to have the confidence to try different styles, to have barber shop hair every single day. No compromise. 





We truly listen to their evolving grooming needs & formulate expert solutions that are unique, accessible and without compromise.


To challenege the traditional male grooming market & to empower men to look their best every day.



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