MURDOCK LONDON

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Murdock London first became known to me when they opened a barber shop in the menswear department of Liberty. Since then they have several more shops dotted around London’s hot spots with a line of grooming products to boot. These guys were on the scene way before beards became a thing and the whole dandy, gentleman style took root. Murdock was founded in 2006 at which point there was a big gap in the market for a grooming destination geared toward the modern and style-conscious man. There were prestigious places such as Geo F Trumper in St James which looks incredible but is not somewhere I’d feel comfortable going, unless perhaps my last name was Rothschild. On the other end there were the high street barber’s which didn’t offer much of an experience.

I was sent a sample of the Avalon Shower Bodycare Set which includes a shower gel and body lotion. I think the overall concept of Murdock is spot on which carries through to the products. I’ve seen companies roll out products in the same way and it hasn’t always been a success. There’s an art to product development and just because someone has a great gym, salon or restaurant doesn’t mean they can create an equally successful line of products. In this case I’m on board and I’m going to tell you why.

The first thing I looked at was the formula. It’s easy to have a manufacturer create a basic shower gel and body lotion, for me basic isn’t good enough unless it costs less. I was pleased to see that care has gone into this formula. For the surfactant (foaming agent) they didn’t go with the standard Sodium Laureth Sulfate (SLES). Instead they’ve used ammonium lauryl sulfate which is a mild, coconut based version. The fourth ingredient in the shower gel is Aloe Barbadensis Extract (aloe vera juice) which is a generous amount for the price, that I doubt you would find in some other, more expensive brands. At 500ml the size is excellent, who wants a 200ml shower gel when you use it every day?! It would be perfect if they offered a refill service in store to save on recycling. Lastly the Avalon citrus fragrance is incredible as it reminds me of Acqua di Parma Colonia which is super luxurious. Containing Gingseng and Argan Oil to nourish the skin, the body lotion is perfectly lightweight leaving lasting notes of the fragrance. After using the products and being so impressed I went onto the website to see what else they offer. Unsurprisingly they have a great looking selection of colognes. In addition to the haircare, shaving and grooming products they have men’s tote bags, socks and a beautiful wash bag. It’s not often that I say this but so far it’s a 10/10 and I will definitely be heading in for a haircut soon.