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| The Art of Shaving | |
|---|---|
| Name | The Art of Shaving |
| Industry | Retail |
| Founded | 1996 |
| Founder | Eric Malka; Myriam Zaoui |
| Headquarters | New York City |
| Products | Shaving creams; Razors; Brushes; Aftershave |
The Art of Shaving is a retail brand and grooming concept founded in 1996 by Eric Malka and Myriam Zaoui in New York City, noted for popularizing premium men's grooming products and barber-style services. It expanded through franchising and partnerships with companies such as Procter & Gamble and storefronts in venues like Macy's and The Plaza Hotel (Manhattan), influencing contemporary men's personal care markets and retail experiences.
The brand emerged during the 1990s alongside contemporaries like Aveda, Kiehl's, Burt's Bees, and L'Occitane en Provence as part of a broader premiumization trend seen in Bloomingdale's, Nordstrom, and Saks Fifth Avenue. Founders Eric Malka and Myriam Zaoui drew on traditions associated with Gillette, Schick, and artisanal barbering found in neighborhoods such as Greenwich Village and SoHo, Manhattan. Expansion included flagship stores, partnerships with department stores including Macy's and Dillard's, and corporate investment culminating in acquisition activity involving multinational firms like Procter & Gamble. The brand's development intersected with shifts spotlighted by publications such as The New York Times, Forbes, Bloomberg, and The Wall Street Journal, and with rivals and collaborators in the grooming sector like Harry's (company), Dollar Shave Club, and Jack Black (brand).
Shaving techniques promoted by the brand reference traditional approaches used by practitioners associated with institutions like Masonic Temple, Philadelphia barber traditions and methods documented in manuals from the era of Gillette innovations and 19th century barbershop culture. Tools sold and demonstrated include straight razors akin to those in collections at Victoria and Albert Museum, double-edge safety razors comparable to Merkur (razor), and modern multi-blade cartridges derived from technologies by Procter & Gamble and Schick. Accessories include badger-hair brushes similar to historic examples owned by collectors at Smithsonian Institution, strops reflecting practices of barber surgeons linked to Guildhall, London, and alum blocks echoing ingredients listed in archives of Royal Society of Chemistry publications. Product formulations reference aromatic traditions typified by houses such as Guerlain, Penhaligon's, and Tom Ford (brand) for scented aftershaves and soaps.
Pre-shave routines paralleling protocols from Royal Navy seafaring manuals advocate softening whiskers with warm water, emulating methods used in spas at luxury hotels like The Ritz (Paris) and The Peninsula Hotels. The brand's regimen includes preshave oils, creams, and lathers that echo formulations used in apothecaries associated with Lloyd's of London trading routes and perfumers such as Jean-Baptiste Grenouille-era references in Perfume (novel). Aftercare recommendations—toners, balms, and lotions—align with dermatological guidance found in journals like The Lancet and Journal of the American Academy of Dermatology and with products sold by contemporaries such as Clinique and La Roche-Posay.
The brand engaged with shifting facial hair fashions articulated in cultural histories spanning from Victorian era mutton-chops to Beat Generation stubble, to the bespoke beard movement visible at events like Beard and Moustache Championships and cultural touchpoints such as Movember. Trends intersect with celebrity-driven grooming influences from figures connected to Mad Men, James Dean, David Beckham, George Clooney, and runway aesthetics from houses like Prada, Gucci, and Givenchy. Retail promotions and in-store treatments mirrored barbershop revivals in neighborhoods like Shoreditch and Silver Lake, Los Angeles, and broader lifestyle marketing trends documented by GQ (magazine), Esquire (magazine), and Vogue (magazine).
Safety guidance reflects concerns addressed by regulatory and professional bodies including the Food and Drug Administration, American Academy of Dermatology, and standards from organizations like Occupational Safety and Health Administration. Issues such as razor burn, folliculitis, and pseudofolliculitis barbae are considered alongside recommended interventions referenced in clinical studies in The New England Journal of Medicine and treatment protocols involving agents distributed by Pfizer and Johnson & Johnson. The brand's recommendations align with evidence on allergens and preservatives reviewed by panels such as the European Chemicals Agency and testing practices followed by laboratories accredited by Underwriters Laboratories.
As both a product line and service model, the brand contributed to public conversations about masculinity and grooming examined in works by scholars and commentators in forums like Harvard Business Review, The Atlantic, and Salon (website). Its retail experience drew tourists and shoppers from cultural centers including Times Square, London, Paris, and Tokyo, and intersected with lifestyle movements centered on wellness businesses in boutique districts like SoHo, Manhattan, Le Marais, and Shibuya. Collaborations and visibility connected the brand with philanthropic and awareness campaigns comparable to Movember Foundation initiatives and charity partnerships often publicized through outlets such as CNN, BBC News, and The Guardian.
Category:Grooming