Welcome to the skincare revolution. Manchester-based grüum offers a tightly edited range of naturally sourced products designed to maintain and feed your skin and hair. Make no mistake, these are premium products - but without the premium pricing usually associated with products of this calibre. The stripped-back grüum way is the brainchild of four friends - Simon, Beth, George and Andy - and their determination that skincare can be done differently.
Why, thought the four friends, were prices of skincare products so high. Their conclusion: "It’s because a handful of global businesses control the world’s shave and skincare markets. It’s because of their enormous marketing budgets, fancy packaging and celebrity endorsements."
The grüum - it's pronounced "groom" - way is a different one: major on high quality ingredients and minimalise all other costs. Packaging is refreshingly minimal in keeping with this young brand's focus on a Scandinavian design ethos. Each product has a distinct Scandi-style name and there's minimal labelling. After all, it's what's inside that counts.
And what's inside is downright impressive. As one blogger put it, "I’ve been really impressed with the quality of the products in the grüum range." The options are to go for a bespoke subscription kit - as our blogger friend did - or to select individual items. All are gender-free, so suitable for all: another example of grüum's slashing back of needless costs to offer the best possible products at the most competitive prices.
Among grüum's bestsellers are its innovative razors: slinky handles, dubbed oska, are available in a variety of colours, while grüum's osku blade cartridges are available in three or five blade options. Each blade is platinum coated for maximum effectiveness. It is these details that count with this homegrown brand.
Among the face washes is - again to use grüum's innovative nomenclature - kóri, a heady mixture of eucalyptus, witch hazel and orange while the zero plastic - like all of the company's soaps - såpa body bar in patchouli and sandalwood is both kind to the planet and kind to your skin. Shampoo bars and moisturisers are joined by a select minimalist range of accessories such as reise, a neat washbag available in a range of colourways.
What's in each product is totally transparent, again in keeping with grüum's "do it differently" philosophy. They're all cruelty free and also free of harmful chemicals, with natural ingredients used across the collections. The grüum skincare revolution really is a new way of both making and selling what we put on our skin. We're converts.
Shop all men's skincare at OPUMO.
