Absolutely London reviews the luxury male barbers, Adam Grooming

By Antonio Dale Forte

A new trend in the male grooming world is emerging: luxury, contemporary salons providing men with not only somewhere to get a shape-up and beard trim, but grab a drink, relax and escape the bustling city.

That’s exactly what Adam Grooming, a ‘collection of grooming ateliers’, is. With seven locations across London, it’s quickly becoming one of London’s most sought-after spots for male personal care. Curious to find out more, I pop into the Fitzrovia branch to experience the Director’s Cut.

Founded by Esat Kolege and Oytun Pakcan, the decor merges qualities of a Turkish barbershop with Scandinavian simplicity and style, reflecting Adam’s fresh approach to traditional barbering.

I’m greeted by barber Axel, who then proceeds with a ‘consultation’ and asks me about my hair routine and preferred style before explaining what the Director’s Cut involves – a wash, cut, dry, second wash, hot towel, friction scalp massage, dry, finish and style. It sounds like a lengthy process, and much more detailed than my usual snip and go.

Adam Grooming

Adam offers its customers an array of welcome drinks, from Turkish coffee to more potent offerings, and I opt for a freshly-prepared Negroni, which I lunged for in the moments when Axel wasn’t resting a sharp implement on my head.

The haircut is given a level of care and attention that I can’t say I’ve ever experienced before. The whole process is clearly indicative of a man who knows his hair. After the cut, the soothing afterparty of the hot towel treatment is a welcome bit of pampering – a (very) hot, fragranced towel is tightly wrapped around my face as Axel gets to work massaging my arms and back, leaving me feeling tranquil. My hair turns out just as I’d envisioned, and, pleased with my new ‘do, I step back out into the rainy London night feeling pretty zen.

Adam Grooming is the place for anyone looking to spice up the mundanity of the average haircut experience. I know that I’ll be seeking out Axel the next time I’m in need of some mid-week R&R.

£35, adamgroomingatelier.com