Following a successful trial of a pop-up male grooming barber shop, Estée Lauder is now looking to roll out the concept and launch ‘grooming’ shops called The Grooming Station across Britain.

The cosmetics behemoth trialled the Aveda-branded barbers in Covent Garden, London, which was lauded a success. Capitalizing on the £1 billion male grooming market, the company is targeting the mid-range consumer with cut-throat shaves costing just £35 while an express men’s manicure is just £15.

A first for the company, the grooming concepts may be rolled out in other countries should they be successful.

Chris Good, UK & Ireland President at Estée Lauder, said, “We need to make sure that men feel comfortable to shop. In a department store that is not usually the case. The UK is ahead in the world in terms of new concepts and trends and also in the use of digital.”