Cult men’s grooming brand Horace, which was founded by friends Kim Mazzilli and Marc Briant-Terlet, has arrived in London with a 51m2 store in the heart of Covent Garden. Located on 29 Neal Street, the space is the first standalone brick-and-mortar store outside of its various homes in France, which include locations in Paris, Lyon, and Bastille.
This means that UK-based fans of Horace will be able to access the full product collection of skincare, haircare, perfume, and more, in person. (Smaller edits are usually only available in specialist pharmacies and Harrods). ‘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,’ says Briant-Terlet. ‘The Covent Garden store means we can connect much better with these customers – and hopefully plenty from further away too!’
The Horace London store includes break-out spaces for in-person face and hair consultations
Discovering men’s grooming brand Horace in London
Horace was built on the principles of elevated simplicity, and the store’s build reflects those values to a tee. With a simple colour palette (including its signature midnight blue, painted on the exterior and peppered throughout the interior) and the use of materials such as white marble and wood with a light and airy hue, Horace has created a ‘modern, welcoming atmosphere’. The brand even commissioned French portrait artist Gaétan Vaguelsy to create a bespoke piece for the space, fittingly titled L’homme au masque bleu.
‘Horace is built around its community and based on the needs and opinions of its members,’ the brand said in a statement announcing this new venture, also noting that product testing and feedback is the starting point for developing most of its products, which are designed to be both easy to use and highly effective. Everything it produces is at least 94 per cent natural in origin, and contains no sulfates, mineral oils, or silicones, with standouts including tinted skincare, shaving kits, and cleansers and moisturisers that should form the bedrock of any grooming routine.
The Horace London flagship is located at 29 Neal Street in Covent Garden
With face and hair consultations also available in the store, it’s only a matter of time before Horace becomes one of the capital’s go-to shopping destinations for men’s grooming, a category in the beauty industry that is growing exponentially. ‘We’re really proud to be launching the first phase of our international expansion in London – a city we love,’ says Briant-Terlet, ‘and we’re really excited to see how British guys react. Watch this space!’
Horace London is located at 29 Neal St, WC2H 9PR, showcasing the full product collection ranging from £3 to £104. Face and hair consultations are also available.
-
First look: Western Mongolia meets Kew Gardens in John Pawson and Oyuna Tserendorj’s cashmere throwsArchitectural designer John Pawson and cashmere designer Oyuna Tserendor have collaborated on a cashmere throw collection inspired by Pawson’s 70m Lake Crossing in the Royal Botanical Gardens
-
How to buy art: the accessible new marketThanks to a growing pool of art advisers, digital intelligence and collector groups, buyers are better equipped than ever
-
The coolest design-led coffee shops in SeoulSeoul counts more coffee shops per capita than any other city in the world – cut straight to our six must-visit spots
-
Frieze London 2024: all the fashion moments to look out forThe best fashion happenings to add to your Frieze London 2024 schedule, from Dunhill’s curation of talks at Frieze Masters to a collaboration between Loewe and Studio Voltaire to celebrate 30 years of the gallery
-
How Leigh Bowery and the Blitz Kids defined 1980s subculture with make-upAs Leigh Bowery and the Blitz Kids of 1980s London are celebrated in a new exhibition at the Fashion and Textile Museum, Isobel Van Dyke explores the hair and make-up looks that defined them
-
London Fashion Week S/S 2025 highlights: JW Anderson to BurberryWallpaper* fashion features editor Jack Moss selects the best of London Fashion Week S/S 2025, from JW Anderson’s ‘reduced library of materials’ to Burberry’s easy elegance
-
A guide to the best fashion stores London has to offerAs London Fashion Week arrives in the British capital today (13 September 2024), Wallpaper* picks the must-visit London fashion stores – from big-name boutiques and classic department stores to the best in vintage, alongside the sleek and experimental
-
‘Between London and Seoul’: Stefan Cooke crosses continents with Solid Homme collectionSouth Korean label Solid Homme has tapped Stefan Cooke for a continent-crossing collection designed between London and Seoul and influenced by Americana, 15th-century armour, and the 2000s music scene. Designers Stefan Cooke and Jake Burt tell Wallpaper* more
-
Diptyque opens the doors to an ‘astonishing’ new London home (and you’ll want to move right in)Diptyque has unveiled Maison Diptyque on New Bond Street, London, an immersive space that captures the storied world of the luxury perfumer
-
New Byredo store opens in London’s Covent GardenByredo has unveiled a new Covent Garden store, its second bricks-and-mortar destination in London
-
How Biba’s make-up and cosmetics line started a beauty revolutionAhead of a new Biba retrospective opening at London’s Fashion & Textile Museum, Hannah Tindle speaks to Barbara Hulanicki about its pioneering make-up and cosmetics line
