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Featuring an Aveda Barbershop, the 1,344 square foot retail space will provide a one-stop-shop designed to trial male grooming needs.

The pop-up at One Fitzroy in Fitzrovia will showcase Estee Lauder brands such as Aveda Men, Clinique for Men, Lab Series, Tom Ford and Zegna. Consumers will also be invited to join a range of interactive experiences and after-hours events which will be run in partnership with local businesses.

Chris Good, president at The Estée Lauder Companies UK & Ireland, said: “With the UK male grooming industry valued at £1billion in 2015, it’s important that The Estée Lauder Companies stays at the forefront of this boom. The new Grooming Station will offer a safe haven for men to experiment with a variety of offerings, tapping into a growing male desire to invest in their sense of self."

 

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