According to Forbes, barbering is America’s fastest-growing profession. Much like bricklaying, it isn’t threatened by the internet – in other words, you can’t get your hair cut online. So while stores around the world battle against e-commerce, landlords are welcoming barbers with open arms. Which is convenient, given men’s newfound penchant for taking care of themselves. The global market for male grooming is expected to be worth $60.7bn by 2020, with 80 per cent of products bought in stores. Many of the new wave of barbershops are taking their cues from the likes of Truefitt & Hill – established in 1805 – where gentlemen go for traditional cutthroat shaves, facials, manicures, shoe-shines and now their toiletries. It’s here that normally stoic fellows can be found gushing over the smell of a pomade as it’s massaged into their scalps. They’ll be informed that the pomade, hair tonic and bergamot beard oil are the shop’s own brand, and they will leave with a bag full of cosmetics – and possibly a straight razor. This is modern grooming, and you get no points for looking or smelling anything but your very best. truefittandhill.co.uk
