How grooming brand Rock Face is having a scent-sational effect

All things to all men – grooming brand Rock Face is getting close with sensationally scented, premium quality ranges at mass-market prices that are sustainably produced in Britain too.

There’s none of the bigging up of six-pack, costly celebrities to promote its products here, rather disrupter Rock concentrates on elevating everyday essentials with a selection of body sprays, face washes, shower gels and moisturisers. Its standout refillable natural deodorant – good for 48 hours – is a UK men’s first and a new aftershave is nosing its way on to shelves. Perfect as gifts Rock has a bag crammed with goodies for around £25. Signature scents, featuring spicy, oriental Power, sophisticated Refined wafting heady cedar and sandalwood notes and citrusy, invigorating Original for warmer climes, are the cornerstones of its collections.

Slotting into an innovative scent systems model, customers can maximise their chosen fragrance across multiple toiletries. Today Rock is a retail superstar. Stockists include Tesco, Morrisons, Waitrose, Amazon, Sainsburys and Asda. Most recently WH Smith travel concept stores have also come on board. Direct to consumer sales are incentivised through subscriptions and exclusive kits.

This autumn the company saw a 308% sales surge and is forecasting a £12million turnover next year followed by £20million in 2027. First a skincare family business, in 2021 it pivoted into general grooming with son James Wilkinson, previously a fine fragrance developer for Armani and L’Oréal, its chief executive and business partner James Langdon the strategy advisor. 

When looking at the market, “we found that male toiletries smelt cheap and the lacked the depth of quality aftershave, a stagnant category dominated by big players,” explains Wilkinson. “Men’s care brands weren’t speaking to men in a real way. There was a huge gap between the intimidating luxury players and the overly functional options. We set out to bridge that and create the greatest scents. We’re a life hack brand that men can genuinely relate to. That’s why we partner with the world’s best fragrance houses. Our products are down-to-earth and high performing and supermarket chains have really helped with their openness to a smaller brand.”

Smell is widely regarded as the most under-rated of the senses, yet has an extraordinary power to evoke memories. But bringing new scents and products together takes time and effort. Rock’s pioneering deodorant took 48 iterations. However using AI and 3D printing “makes innovation more viable than ever before”, observes Wilkinson. 

The company kept to accessible pricing during recent price hikes in natural ingredients and packaging thanks to supportive suppliers. As shifting trading landscapes are now stabilising, a recent £2.5 million investment is the runway for Rock’s new product development, marketing and growing its team of 12.

A further raise is also on the cards for next year when expertise in international markets will be sought as Wilkinson considers the Middle East as Rock’s first port of call. Then his ambition is to create a series of companies with strong eco credentials in other categories – animal lovers get ready for rocking pet apparel. Rockface4men.co.uk