WORKS AS HARD AS YOU DO.
Men's Clean Grooming. Science-backed. Built for the man who takes no-shortcuts.






Every morning.
ARMOUR.
Science-backed face care engineered for men. Eight products targeting oil control, ageing, dark circles, and daily protection.
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Daily Control Cleanser
Resets your skin barrier in 60 seconds. Every morning.
Regular price £16.00Regular priceSale price £16.00 -
Deep Cleanse Clarifying Gel
A deeper evening cleanse that resets oily, post-training skin.
Regular price £17.00Regular priceSale price £17.00 -
Caffeine Eye & Face Energiser
De-puffs and brightens tired eyes and face in 30 seconds.
Regular price £18.00Regular priceSale price £18.00 -
Active Shield SPF50
Zinc oxide SPF50 that works instantly. Zero white cast.
Regular price £18.00Regular priceSale price £18.00 -
AHA Peeling Concentrate
Resurfaces skin overnight with 10% Lactic Acid. Twice weekly.
Regular price £19.50Regular priceSale price £19.50 -
Softening Beard Oil
Softens coarse beard hair and calms the skin underneath. Non-greasy.
Regular price £19.50Regular priceSale price £19.50 -
Icelandic Volcano Face & Body Scrub
Resurfaces face and body without the micro-tears plastic beads leave behind.
Regular price £19.50Regular priceSale price £19.50 -
Purifying Clay Mask
Dual-clay treatment that draws out blackheads and trapped oil.
Regular price £19.50Regular priceSale price £19.50 -
Oil Control Hydrator
5% Niacinamide breaks the oil cycle without stripping your skin.
Regular price £22.00Regular priceSale price £22.00 -
Triple Action Eye Cream
Caffeine, peptides, and HA, three actions for the eye area alone.
Regular price £22.00Regular priceSale price £22.00 -
Deep Hydration Cream
Ceramides and hyaluronic acid repair the barrier and lock in moisture.
Regular price £22.00Regular priceSale price £22.00 -
Anti-Age Day Cream
Hydrates and defends collagen from environmental stress, all day.
Regular price £22.00Regular priceSale price £22.00 -
Brightening C Serum
2% stabilised Vitamin C and Ferulic Acid fade dark spots and even tone.
Regular price £24.00Regular priceSale price £24.00 -
Peptide Anti-Aging Serum
Signals your skin to rebuild the collagen it's stopped producing.
Regular price £24.00Regular priceSale price £24.00 -
Hydrating Serum
Lightweight HA serum that hydrates instantly with zero residue.
Regular price £24.00Regular priceSale price £24.00 -
Zinc Defence Gel
Zinc PCA and niacinamide control oil without a trace of grease.
Regular price £24.50Regular priceSale price £24.50 -
Pigment Control Serum
Targets dark spots and hyperpigmentation, gentle enough for daily use.
Regular price £24.50Regular priceSale price £24.50 -
Double Hydration Boost Gel + HA
Multi-molecular HA plumps and hydrates without weight or shine.
Regular price £29.50Regular priceSale price £29.50
COMMAND.
Complete body care for men who demand more. Cleanse, exfoliate, and repair from head to toe.
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Power Wash Body Cleanser
Aloe and coconut cleansers that clean without stripping the barrier.
Regular price £16.00Regular priceSale price £16.00 -
2-in-1 Performance Wash
Cleans hair and body in 60 seconds. Built for the gym bag.
Regular price £16.00Regular priceSale price £16.00 -
Sensitive Body Cleanser
Ultra-gentle surfactants clean reactive skin without triggering irritation.
Regular price £17.00Regular priceSale price £17.00 -
Icelandic Volcano Face & Body Scrub
Resurfaces face and body without the micro-tears plastic beads leave behind.
Regular price £19.50Regular priceSale price £19.50 -
Omega Body Oil
Omega 3, 6, 7, 9 fatty acids for the driest, most weather-damaged skin.
Regular price £19.50Regular priceSale price £19.50 -
Repair Body Moisturiser
Urea and panthenol repair the barrier daily friction breaks down.
Regular price £22.00Regular priceSale price £22.00 -
Sensitive Skin Body Cream
Zero common irritants. Deep hydration for skin that reacts to everything.
Regular price £22.00Regular priceSale price £22.00 -
Body Serum
Face-serum technology for body skin. Absorbs instantly, zero residue.
Regular price £24.00Regular priceSale price £24.00
REIGN.
High-performance hair care built for men. Strengthen, repair, and reset from root to tip.
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Strength & Volume Shampoo
Keratin and rosemary strengthen hair and boost volume from wash one.
Regular price £18.00Regular priceSale price £18.00 -
Volume Boost Conditioner
Adds real volume with keratin. Zero silicones, zero flat hair.
Regular price £18.00Regular priceSale price £18.00 -
Keratin Intensive Rescue Hair Mask
Intensive weekly repair for damaged hair. Rebuilds, doesn't just condition.
Regular price £19.50Regular priceSale price £19.50 -
Deep Cleanse Scalp Scrub, Rosemary & Mint
Weekly scalp exfoliation that clears buildup for stronger growth.
Regular price £19.50Regular priceSale price £19.50 -
Scalp & Hair Strengthening Oil
Clinically studied rosemary oil that stimulates growth at the root.
Regular price £19.50Regular priceSale price £19.50 -
Keratin Leave-In Hair Mist
Two sprays of weightless keratin. Strengthens, adds shine, zero residue.
Regular price £24.50Regular priceSale price £24.50
BUNDLES & SETS.
Complete systems for men who want results. Every bundle is a coherent ritual not just a discount.
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The Anti-Aging Duo
Two steps, three minutes, peptide serum sealed by a marine day cream.
Regular price £42.00Regular priceSale price £42.00 -
The Dark Spot Duo
Two serums, two mechanisms. Vitamin C prevents, Alpha-Arbutin fades spots.
Regular price £45.00Regular priceSale price £45.00 -
The Age-Defying Trio
Peptide serum, day cream, eye cream - one coherent anti-ageing system.
Regular price £65.00Regular priceSale price £65.00 -
The Ultimate Renewal Ritual
AHA, peptides, and HA gel resurface, rebuild, and rehydrate daily.
Regular price £69.00Regular priceSale price £69.00 -
SaleThe Morning System.
The entire morning ritual, four products, zero guesswork.
Regular price £74.00Regular price£82.50Sale price £74.00Sale -
SaleThe Beard Protocol
Cleanser, oil, cream, SPF, the beard and the skin underneath it, both handled.
Regular price £70.00Regular price£75.50Sale price £70.00Sale
The merculine standard
CONSISTENCY BEATS INTENSITY.
Four products. Three minutes. Every single day.














