Art of Shaving

Overview: The Art of Shaving is a premium men's grooming brand founded in 1996 in New York City by Eric Malka and Myriam Zaoui. The company pioneered the concept of upscale shaving boutiques in the United States, offering high-end shaving products and services that blend traditional barbering with modern luxury. The brand quickly gained recognition for its focus on natural ingredients, elegant store design, and a holistic approach to men's grooming, setting itself apart from mass-market competitors.

Products: The Art of Shaving specializes in a comprehensive range of men's grooming products, including pre-shave oils, shaving creams, after-shave balms, razors, brushes, and skincare items. The brand is known for its commitment to quality, using botanical ingredients and essential oils in its formulations. In addition to retail products, many locations featured in-store barber spas offering traditional straight razor shaves and grooming services, further enhancing the customer experience.

Market Position: The Art of Shaving established itself as the first men's grooming specialty retail chain in the U.S., integrating barber services within its stores and licensing the Gillette brand name for select products. Its focus on luxury, innovation, and customer service allowed it to become a leader in the premium grooming segment. The company was acquired by Procter & Gamble (P&G) in 2009, joining a portfolio that included Gillette and Old Spice, and benefitted from P&G's global distribution and marketing resources.

Growth: At its peak, The Art of Shaving operated over 150 retail locations across the United States and select international markets. The brand expanded rapidly in the 2010s, targeting high-traffic shopping centers and upscale urban areas. However, changing consumer habits and the rise of direct-to-consumer competitors led to a strategic shift. In early 2020, P&G announced the closure of most Art of Shaving retail stores, citing declining mall traffic and evolving retail trends. The brand continues to operate as an e-commerce business and through select wholesale partners.

Real Estate: The Art of Shaving's store concepts emphasized luxury and intimacy, typically occupying 600–1,200 square feet in premium retail corridors, malls, and airports. Stores featured dark wood finishes, marble accents, and dedicated barber spa areas. The company prioritized locations with strong foot traffic, high-income demographics, and co-tenancy with other luxury or specialty retailers. As of 2025, the brand no longer pursues brick-and-mortar expansion, focusing instead on digital channels and select wholesale placements.