New year, new city – cult French men’s grooming brand Horace has opened its first-ever international store in the heart of London’s Covent Garden. Having opened its doors to the public on January 8, it marks the start of the brand’s international expansion.
It’s not the first time Horace has been in the UK – its affordable, accessible and natural product effort has been stocked by specialist pharmacies and luxury retailers like Harrods for a while now – but a standalone flagship store, and an all-Horace all-over space is indeed a proud first. Located at 29 Neal Street, the store’s aesthetics adhere to the clean beauty codes already established by the brand. Colours are simple – signature midnight blue, white and yellow – while modern decor defined by marble surfaces and light wooden cabinetry creates a welcoming atmosphere.
Sitting at 51 metres-squared, on one wall there’s a enrapturing bespoke painting by French portrait artist Gaétan Vaguelsy entitled ‘L’homme au Masque Bleu’; it’s bold beauty alone should be enough to draw you in. But, if you need more, look to the stellar products that have garnered Horace its cult status. There are skincare goodies for face and body, haircare (which launched in November of last year), perfume, supplements and loads more for your personal primping pleasures. There’s also a specially dedicated space for face and hair consultation sessions, which, according to the brand, have “already helped over 120,000 men in France, Belgium, the UK and USA to find the right grooming routine”.
In an industry scarcely tapped for male-specific companies, the self-described pharmacy brand – co-founded by lifelong friends Kim Mazzilli and Marc Briant-Terlet in 2016 – is changing the game. “In the seven years since we launched, Horace has built a cult following with British guys who really resonate with our blend of clean, inclusive and affordable grooming products,” Briant-Terlet comments. “The Covent Garden store means we can connect much better with these customers – and hopefully plenty from further away too! We’re really proud to be launching the first phase of our international expansion in London – a city we love – and we’re really excited to see how British guys react. Watch this space!”
Fancy popping in? Horace’s Covent Garden flagship is open Monday to Saturday 10:30am-7pm, Sunday 11am-6pm.
Photography courtesy of Horace.
