Walk into any barbershop in Shoreditch, Notting Hill, or Soho on a Saturday morning, and you’ll see it: men sitting in leather chairs, towels draped over their shoulders, faces freshly lathered, waiting for the trim, the shave, the splash of something woodsy and expensive. This isn’t just a haircut anymore. It’s a ritual. And in London, men’s grooming has gone from an afterthought to a full-blown lifestyle.
Barbershops Are the New Social Hubs
Forget the old-school barbershop with the striped pole and a single chair. Today’s London barbershops are designed like boutique hotels-exposed brick, brass fixtures, curated playlists, and craft beer on tap. Places like Barber & Co. in Camden or The Gentleman’s Barber in Chelsea don’t just cut hair. They offer scalp massages, hot towel treatments, and even beard oil consultations.
Why the shift? Because men in London are spending more time and money on looking and feeling good. A 2025 survey by the British Men’s Grooming Association found that 68% of men aged 25-45 visit a barbershop at least once every three weeks. That’s up from 41% just five years ago. And it’s not just about looking sharp-it’s about the experience. Men want to be treated like clients, not customers. They want conversation, not silence. They want someone who knows their hair type, their skin sensitivity, and whether they prefer their sideburns tapered or squared off.
Some barbershops now offer loyalty programs. Others partner with local skincare brands to sell products right on the counter. At Wolfsden in Islington, you can get a classic straight-razor shave and walk out with a tin of their proprietary sandalwood balm-made in East London using botanicals sourced from Kent.
Skincare Isn’t Just for Women Anymore
Men’s skincare used to mean a bar of soap and maybe a splash of aftershave. Now? It’s a seven-step routine. Cleanser, toner, serum, eye cream, moisturizer, SPF, and occasionally a weekly mask. And it’s not just millennials doing it. Men in their 40s and 50s are investing in retinol, niacinamide, and hyaluronic acid like it’s their job.
London’s dermatologists say they’ve seen a 200% increase in male patients seeking acne and anti-aging treatments since 2022. The reason? Social media. Instagram and TikTok are full of men showing off their routines. One viral video from a London-based barber, @GroomedInLdn, showing how he uses a vitamin C serum before shaving went viral with 4.3 million views. Comments flooded in: “I had no idea I needed this,” “My skin hasn’t looked this good in 10 years,” “Where do I buy this?”
Brands like Lab Series, The Ordinary, and Jack Black have seen sales spike in London, but so have indie brands. Brutus & Co., a small brand founded by a former barber in Peckham, now supplies 14 barbershops across the city. Their charcoal detox scrub sells out every two weeks. And they don’t do ads. They rely on word-of-mouth and barbers who actually use the products.
Fragrance: The Silent Statement
What you smell like matters more than ever. In a city where everyone’s wearing a suit or a tailored jacket, fragrance is the final touch. It’s not about overpowering the room-it’s about leaving a memory.
London’s fragrance scene has exploded. Independent perfumers like House of Matriarch and Byredo have flagship stores in Mayfair. But the real shift? Men are choosing scents based on mood and occasion, not just tradition. Citrus for morning meetings. Smoke and leather for evening drinks. Earthy moss for weekend walks in Richmond Park.
Barbershops are now stocking fragrance samples. At London Barbers in Marylebone, you can try three different scents before you leave. One client told me he picked his signature scent after smelling a blend called “Caledonian Rain”-a mix of pine, wet stone, and bergamot. “It’s like walking through Hampstead Heath after a storm,” he said. “Now I get stopped on the street asking what I’m wearing.”
And it’s not just about luxury. Brands like The Nue Co. and Skinceuticals have launched gender-neutral, clean-scented options that smell like fresh linen or oat milk. No synthetic musk. No heavy vanilla. Just subtle, skin-friendly notes.
The New Rules of Grooming
Here’s what’s working in London right now:
- Less is more. No more gelled spikes or greasy pomades. Natural texture, matte finish, and skin that looks healthy-not oily.
- Consistency beats intensity. One good moisturizer used daily beats ten products used once a week.
- Barbers know more than you think. Don’t just ask for a fade. Tell them your skin gets red after shaving. Ask what oil they use on the blades. They’ll tell you.
- Fragrance isn’t optional. If you’re wearing cologne, make sure it’s intentional. Spray it on your pulse points-not your clothes.
- Invest in tools. A good double-edge razor, a boar bristle brush, and a clean towel matter more than you realize.
There’s also a growing movement toward sustainability. Men are asking: Is this product cruelty-free? Is the packaging recyclable? Are the ingredients ethically sourced? Barber’s Choice, a London-based brand, launched refillable bottles for their beard oils last year. Sales jumped 70% in six months.
What’s Next?
London’s grooming scene is evolving fast. AI-powered skin analysis tools are showing up in high-end salons. Subscription boxes for monthly grooming kits are now common. And some barbershops are starting to offer “grooming audits”-a 30-minute consultation where a barber assesses your entire routine and recommends changes.
One thing’s clear: grooming isn’t vanity anymore. It’s self-care. It’s confidence. It’s taking pride in how you show up in the world. And in London, where style is currency, that matters more than ever.
How often should men get a professional haircut in London?
Most men get a haircut every 3 to 4 weeks to maintain shape and style. If you have a fade or undercut, every 2 weeks is better to keep the lines sharp. Barbers in London often recommend scheduling based on hair growth rate-some men need weekly trims, others can stretch to five weeks.
What’s the best skincare routine for men with oily skin in London?
Start with a gentle cleanser twice daily-look for salicylic acid or tea tree oil. Follow with a lightweight, oil-free moisturizer. Use a mattifying serum with niacinamide in the morning. Always apply SPF 30+, even in winter. Avoid heavy creams and alcohol-based toners-they strip skin and trigger more oil. Many London barbers recommend The Ordinary’s Niacinamide 10% + Zinc 1% for oily skin.
Are expensive fragrances worth it for men?
Not always. What matters is how the scent interacts with your skin chemistry. A £80 bottle might smell amazing on someone else but turn sour on you. Try samples first. Many London boutiques let you spray on skin strips and test over a day. Brands like Maison Margiela Replica and Le Labo are popular, but so are affordable options like Aesop’s Parsley Seed or Wood Sage & Sea Salt by Jo Malone. Your nose knows better than the price tag.
Can I use women’s skincare products as a man?
Yes-absolutely. Skin doesn’t have a gender. What matters is the ingredients. If a product has hyaluronic acid, vitamin C, or ceramides, it works the same on men. The difference is often just packaging and scent. Many men prefer unscented or woodsy notes, but the formula is what counts. Brands like CeraVe and La Roche-Posay are unisex and widely used by men in London.
What’s the best way to maintain a beard in London’s weather?
London’s damp, chilly winters dry out beards. Use a beard oil with jojoba or argan oil daily-apply right after showering. Brush with a boar bristle brush to distribute oils and prevent tangles. Wash your beard 2-3 times a week with a beard-specific shampoo. Avoid regular soap-it’s too harsh. In summer, switch to a lighter balm and keep it trimmed to avoid sweat buildup. Many barbers recommend Beardbrand’s Daily Conditioner or Honest Amish’s Classic Beard Oil.