Good grooming has nothing to do with vanity or body beautiful. It is about being disciplined about the way you look on the outside, which then reflects back on how you feel on the inside. In short, when you look at your best, you feel good and you’re on top form.

When you think about ancient samurai warriors and British war generals, to them grooming was an essential part of the daily ritual. It was akin to meditative practice, focusing their mind and building their inner resolve. The attention to detail to their grooming inspired their troops on the battlefield who looked up to a leader composed in every detail.

I launched Genco Male Grooming because I wanted to make good grooming accessible and affordable. Our guests come to us regularly to maintain their hair and skin rather than it being seen just as an indulgence. Our staff have been carefully chosen for being experts in hair, skin and style and we’ve created an environment which is both professional and personal.