Splash it all over: A brief history of aftershave.

One from the archives – something very much on my mind at the moment, as I look at the history of men’s cosmetic products.

Dr Alun Withey

In a recent article in the UK’s Independent newspaper, the cosmetics industry for men in Britain was estimated to be worth over £30 million a year, after growing over 300% in 2014/15. Even so, this is a drop in the ocean, in a global market for male pampering which accounts for an eye-watering 14.8 BILLION pounds per year. The sheer numbers of male aftershaves, scents and colognes are bewildering, and carry the heft of major league celebrity endorsements, from the likes of David Beckham and Johnny Depp.

I’m a child of the 70s, a time when aftershave choices were, shall we say, limited. At Christmas and birthdays my poor father was the regular recipient of a) Brut b) Blue Stratos or C) Old Spice, with a runner’s up prize of ‘Denim’ if Boots had run out of any of them. This was despite the fact that he had (and still…

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