Black Friday - 40% off ALL styling products.

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Our goal is simple —

To build a community of men who have confidence in their ability to achieve their goals.

Our goal is simple —

To build a community of men who have confidence in their ability to achieve their goals.

Why grooming products?

Because looking your best can quickly translate to feeling confident and empowered. We know this because we are barbers — we see it everyday.

It may not always be that simple — true, but that’s why we don’t just stop there.

01 —

Education

We share all of our grooming knowledge & techniques with you — no secrets here.

We share knowledge with our partners — everything from product training to business resources, so that they can run highly successful businesses.

02 —

Inspiration

We inspire you with looks and grooming trends so that you can achieve a look that matches your vision.

We talk to people who have a formidable mindset, so that you too can be armed with the tools and fuel you need to realise your goals.

03 —

The
Formidable
Mindset

04 —

Honest,
clean fuel

All our ingredients are as clean as possible, without compromising on performance. Just like you take care of what goes into your body - Now you can take equal care of what goes onto it. Learn more about each individual ingredient on our product pages.