Morning Wood, Man Mint, Cloves Off, Double Scruble – fun names for gear from The Groomed Man Co., an Australian men’s brand that launched in 2014 and is now available in Dubai. “I always saw The Groomed Man Co. as serious products with a not so serious personality,” explains founder Daniel Mahony. Made from natural, sustainably grown products, the range covers beard oils, shampoo, face wash, body scrub and more. EDGAR spoke to Mahony in Melbourne to learn more about his brand philosophy and if his face wash really does contain marshmallow.
EDGAR: Let’s start with the names of your products. Do you reckon men want their grooming kit to have a bit of personality these days?
Daniel Mahony: The names were a bit of fun, and they stuck. I think here in Australia we have a very odd sense of humour, and it was done intentionally to move away from pseudoscientific jargon which doesn’t connect, isn’t warm, fun or approachable. I wanted The Groomed Man Co. to be like your good mate, a trusted expert.
EDGAR: The colours are bright and bold, too.
DM: I thought it was a clever way to bring some personality into men’s bathrooms. I appreciate minimalism but I also think we can take it up a notch and move away from bland pallets – although all I wear is black clothing.