Not so very long ago real men would snigger at the notion of "grooming". Although, truth be told, many of those real men would also snigger at the notion of a daily shower and clean pants.
Luckily, times have changed and male grooming is as commonplace as John Terry getting boo'd.
So slap on the aftershave balm, slick the hair back and head over to one of London's finest emporiums of male styling.
The best places in London for chaps' grooming
With a barbershop in Shoreditch and a Covent Garden store that adds products and potions to the shaving experience, Murdock has the London male sorted. Try a traditional wet shave, which means hot towel, face prep, cut throat blade and aftershave treatment, then peruse the apparatus and take something home to give it a go yourself.
Ever thought that your style could do with a little update? Who hasn’t? At the Groom Room in Dulwich Village you’ll not only be offered barber and shaving services but also given grooming and styling tips that might just turn you into a new man.
Shaving, hair tinting, facial cleanses, manicures, pedicures and haircutting; at Geo F Trumper they do it all. The original shop on Curzon Street is the place to go for its original oak paneling and private cubicles, which leave you feeling both pampered and exclusive.
Once you have a razor sharp shave to the face people will inevitably be drawn to what’s going on with your head. This is where Tommy Guns come in. The Soho barber is one of the hippest places in town to knock that quiff into shape. Wedding, party or just plain old day at the office – Tommy Guns cuts for every occasion.
In the barbering game since 1896, Pall Mall Barbers have seen every conceivable style come and go. Now that male grooming is very much back in fashion, the thrifty prices (£22.50 for scissor cuts with a stylist), traditional services and old school charm have customers queuing up.
If you can time it right then you can find the elusive Mr. Natty cutting and trimming at one of Albam Menswear’s London shops. The pop-up barber is a new concept but men seem to appreciate the chance to mix a spot of shopping with some traditional styling.
With over two centuries of experience it’s no surprise that Truefitt and Hill are one of London’s most well-respected grooming establishments. From their ultimate grooming experience (traditional wet shave, facial treatment, haircut/shampoo and manicure) to the simple beard trim, the service is impeccable.
Pankhurst is quite possibly the hippest barbershop in town. Described as part barbershop, part speakeasy, you can see why. Classic movies play on a TV screen, drinks cabinets are evocative of a bygone era and the style of the place is proof of barber Brent Pankhurt’s taste. With the importance of classic movies fairly evident, it’s a given that you can ask for a Gainsbourg or a McQueen cut if you so please.
Head downstairs at this Notting Hill store to the Gents Hairdressing Saloon no less... a throw-back to a time when the wet shave was standard fare. Grooming specialists Carter and Bond visit every Tuesday - Sunday to attend to the shaving and hairdressing needs of discerning gentlemen with pre-booked appointments.