What is it? Luxury grooming products for men that aim to be sophisticated as well as functional. The range consists of shampoos, conditioners, styling and skincare products, scented with blends such as ginseng, macadamia nut, lavender and ylang ylang.
What’s the USP? It's aimed at the modern metrosexual who wants his own high performing grooming products.
Hero product? Mint Thickening Shampoo, £12.95 at lookfantastic.com
How new is it? It launched in January this year.
I’d try... Nicking HIS products for a change such as that gorgeous Mint Thickening Shampoo...