In the 18th and 19th centuries, the chattering barber was a comic stereotype. All sorts of satires and images lampooned the loquacious shaver, more intent on the sound of his own voice than the customer’s comfort. But in 1869 an unusual case came before the Greenwich Magistrates. Here, it wasn’t the barber’s chatter that caused the problem…but another talkative inhabitant of the shop.
(Image from Wellcome Images)
The case centered upon a dispute between Stephen White, and Edwin Fox, a barber. White was accused of using foul language towards the barber and fleeing the shop without paying for his shave. Fox was determined to get his fee and have his day in court. So far, this all sounds fairly mundane – the sort of routine case doubtless heard in magistrates’ courts across the land. But the circumstances surrounding this particular case were anything but routine.
The dispute arose began as White was in the chair in Fox’s shop, with the barber busily removing his stubble, and doubtless chatting away. According to Fox, the defendant ‘suddenly moved from his seat’, causing him to move the razor rapidly away. Remembering that he had once before cut Mr. White quite severely when the man had wriggled around in the chair, he cautioned him to sit still, or risk another painful accident.
Upon this, Mr. White leapt from his seat, and let rip a furious tirade of profanities and oaths, threatening to ruin the barber in his business, before running out into the street, with the angry and bemused barber in hot pursuit. Fearful that the customer would carry out his threats both to his business and person, Fox felt compelled to bring the matter to court. It seemed like an open and shut case.
When he came to the stand, however, Mr. White’s version of events was somewhat different. The cause of his outrage, he argued, was ‘the indelicate conduct’ of the barber’s two pet parrots, one of which he described as ‘irritating and annoying’.
(Parrot of Carolina on Cypress Tree, 1731, Wellcome Images)
White claimed to have been feeling out of sorts, due to a recent bout of gout and bronchitis, and was in no mood to be provoked that day. All initially seemed well. But, just as the shave commenced, one of the parrots apparently called out ‘Fox, I shan’t be able to pay for this shave till Saturday night!’.
Notwithstanding the fact that it came from a bird, White took clearly took the remark personally, seeing it as a slur on his creditworthiness. He believed that the barber had primed the parrot with the phrase deliberately for him. It was this, he claimed, that ‘irritated him and caused him to move his seat’.
(Bob Foster, the Cambridge Flying Barber (!), Wellcome Images)
But worse was to come. Just as Mr. White ‘felt the razor passing across his flesh under the chin’, the parrot delivered its perfectly-timed coup de grace: “Fox…cut his throat!’ White ‘felt naturally alarmed at the recommendation of the bird and hastened his exit’.
Struggling to keep a straight face, the chief clerk of the court asked Mr. Fox if he kept parrots, and whether they were capable of such language. If so, said the clerk, it might be necessary to bind the barber over in sureties for the birds’ good behaviour. [general merriment in court]
With his feathers clearly ruffled, Mr Fox indignantly admitted that he did indeed own two parrots but was unable to explain their linguistic capacity.
The judge had heard enough and sent the two men on their way, telling them to settle their squabbles themselves, leaving ‘the whole court convulsed with laughter’. The parrots, it seems, escaped being brought before the beak!
Barber shops are proving to be one of the big growth industries of the past few years. All across the country, and indeed across the world, it seems that there has been a marked return in what we might think of as ‘traditional’ barber shops. Not only this, many barbers have also now begun to return to what was certainly, in the 17th and 18th centuries, the task with which they were most synonymous – shaving. More about that in a future post.
But barbers are, and always have been, closely associated with their shops. When we think of those shops we also think of the signs of their trade, most notably the pole, but also the barber’s chair, mirror and paraphernalia. (See Lindsey Fitzharris’s great post about the barber’s pole) The barber’s shop was (and still is) an important social space, somewhere to meet and gossip, as well as to purchase ‘product’. This too was no different in the past. In the early modern period, the barber was an important source of goods. It was, for example, pretty much the only place where men could legitimately buy cosmetic products, such as shaving lotions or soaps, and perhaps even razors, as well as having them applied as part of the service.
Other things were sold by barbers to boost their incomes, including alcohol and foodstuffs. As Margaret Pelling has shown too, music was an important part of the barber’s shop experience, and some even had house instruments that customers could use to kick up a sing-song. Eleanor Decamp’s recent book ‘Civic and Medical Worlds’ has also highlighted the ‘soundscape’ of the early modern barbershop, with the snip-snap of scissors, the click and slap of the barber’s hands as they did their work, and their notoriously incessant chatter.
(Image copyright Wellcome Images)
But, as part of my project on the history of facial hair, I’ve been doing lots of research into the records of early modern barbers recently, and this is beginning to show a more complex picture than perhaps first thought. Despite the emphasis on shops, it is becoming clear that not all barbers in fact had shops. Indeed, there are good reasons why many might have chosen not to.
Fitting out a barber shop in the seventeenth century was actually extremely expensive and required quite a considerable outlay to get it up and running. In 1688, Randle Holme’s book Academy of Armoury set out the list of equipment in an idealized barbershop. It was quite substantial.
Once established, the ongoing costs of maintaining the equipment must also have been onerous. Razors and scissors needed constant stropping and sharpening – a job likely to have been done by an apprentice. Waters and powders needed to be continually replenished, whilst shop fittings needed cleaning and repairing with the stress of daily use. To establish even a fairly modest business, therefore, needed money.
A search through the probate inventories of barbers in the 17th and 18th century reveals a wide range in size, quality, and equipment levels. There were certainly barber businesses in towns across Britain, for example, that did seem to follow Randle Holme’s ideal. In 1674, Edward Wheeler’s Salisbury barbershop contained three basins, some chafers and ‘barbers instruments’ valued at a total of ten shillings. Basins and chafing dishes were both requisites for warming and holding water for shaving. In Newark, Nottinghamshire, barber Thomas Claredge’s shop contained glass cases and furniture, a large number of hones, brushes and basins, wash balls and a quantity of shop linen. The inventory of the Nottingham barber William Hutchinson also gives a glimpse into a high-end barber’s business. Customers entering Hutchinson’s shop would have been greeted by a variety of furniture, including tables, chairs and benches, and shelves occupied by wig blocks, along with wigs, salve and powder boxes, and a number of pewter pots and candlesticks. Amongst Hutchinson’s equipment were 2 mirrors, 6 brushes, 13 razors and a hone, and a number of pairs of scissors and curling irons. A pile of ‘trimming cloths’ stood in readiness for use, whilst the customer’s eye might also be diverted by the ‘small pictures’ on the walls, or by the noisy occupant of the bird cage also noted by the inventory takers.
(Copyright Wellcome Images)
But in many cases too, there were clearly more basic surroundings. Some shops, like that of the Chippenham barber Thomas Holly in 1697, were clearly very basic, with an entry for ‘the shoppe’ listing just ‘2 chaires 1 lookeing glasse [and] 1 stool’, valued at five shillings. In Chepstow, in 1697, Roger Williams’ shop contained only a looking glass, a basin, some razors, one hone and a small amount of ‘trimming cloth’, while the Nottingham barber Thomas Rickaby’s shop inventory contained ‘1 lookeing glass, some razours, three old chaires’ and three wigs. Such examples suggest small, part time or occasional businesses, capable of attending only a few customers at one time.
Some sources suggest that barbers simply used space in their own houses to trim customers, keeping a bare minimum of equipment to use at need, avoiding the need to equip a ‘formal’ shop space altogether. Here trimming was likely a simple expedient. Customers would turn up ad hoc and be shaved, but perhaps without the frippery and frills of the high-end barber
But equally, as Susan Vincent has noted, there was actually little need for barbers to run a shop since this was an activity that could be performed at any time of day, and in the customer’s own house. Barbers were effectively on call at any time of day. Until at least the early nineteenth century itinerant ‘flying’ barbers offered shaving services to customers, either in their own homes or even in ad hoc stalls in town centres and markets. In 1815 John Thomas Smith reported the dying trade of the ‘flying barber’ in his study of London. Their standard equipment was reported to be a basin, soap and napkin, and ‘a deep leaden vessel, something like a chocolate pot’, enabling them to move relatively swiftly to find custom. Many barbers were likely able to eke out a living by providing a mobile service in this way, rather than operating from fixed premises. Securing a regular contract with a wealthy gentry family, for example, providing shaving services in the comfort of their own country pile, could be lucrative and might dispense with the need for a shop altogether.
The history of barbershops, then, may be more complex than has previously been assumed. Barber businesses varied greatly. Some were well-equipped, almost luxury affairs, with pots of pastes and lotions, powder and pomatum and a bustling atmosphere. Others were smaller, cheaper and more prosaic. But many barbers had no shop at all, simply fulfilling a demand in their community, and building up a reputation, as was the case with medical practitioners in general. The need for the weekly trim ahead of Sunday service (the ‘hebdomadal shave’) meant that there was almost always a need for a parish barber. It also reminds us of the changing landscape of shaving and haircutting through time though, and the fact that, three centuries ago, you didn’t necessarily go to the barber’s and sit in a queue. If you had the means, they came to you.
Over the past few years, I have spent a lot of time looking at polite advertising in the 18th century. During that period, a whole range of retailers advertised their goods and services to appeal to ladies and gentlemen of taste. Without discussing anything so base as price or money, they instead gently coaxed, cajoled and complimented their customers to become regular visitors. Politeness was, in many ways, a performance. Both customer and retailer played the game, turning shopping into something of an experience, often involving being served tea while you perused the items on show.
One of the primary ways of enticing customers back was the trade card. These were small printed pamphlets or bills, handed out to the customer after purchase as a reminder to them to visit again. Combining polite language with elegant neoclassical imagery, they stressed the world of goods available, the opulence of the surroundings, and the care and attention promised to be lavished on the customer.
Thousands of these trade cards exist for all sorts of businesses. Unsurprisingly these were often high-end businesses. But even some small, prosaic trades also adopted the card, and examples can be found for anything from dentists to skeleton sellers!
(Trade card of Nathaniel Longbottom, skeleton seller – Wellcome Images)
One type of business that appears to have steadfastly resisted the trade card, however, was the barbershop. On the face of it (excuse the pun!) barbers should surely have been just the sort to benefit from attracting regular, returning custom. As shavers of men, they played a pivotal role in the face of the polite gentleman. Indeed, dictionaries throughout the entire eighteenth century often gave the primary definition of barbers as ‘shavers’. Towards the end of the eighteenth century too, ‘hairdressers’ were important figures, especially in shaping female appearance. In other words, more than perhaps any other trade, it was barbers who helped men and women to meet new ideals of appearance, readying them for public view. And yet they chose not to bother with trade cards. Why might this have been?
It has been argued that barbering as a profession was in decline in the eighteenth century. It has long been assumed that the split between the barbers and surgeons in 1745 elevated the surgeons, at the same time as relegating the barbers to mere ‘mechanics’. The extent to which this is true is up for question; (it’s certainly something I’m interested in as part of my project on the history of facial hair). Certainly, in popular culture, though, the barber was often portrayed as a rustic tradesman – the stereotypical bumbling, inept fool who did more damage to his customers appearance than good. In fact, barbers were sometimes singled out and mocked for trying to affect airs and graces.
(Lewis Walpole Digital Images)
But did barbers actually even need trade cards in the first place? The business relied, first and foremost, on footfall and passing trade. A given street in an eighteenth-century English town might contain several barbershops of various size and quality to suit the pockets of a variety of customers. Such accounts and references that do survive suggest strongly that people tended to keep to one particular barber, building a relationship over time…in fact quite similar to today. This being the case, was there in fact any need to remind the customer of where they had their last haircut or shave?
Secondly, the nature of the barbering trade was arguably different to those of other, even related, trades. Wig (or peruke) makers, for example could trade on their range of the stock, the quality of their hair, and the service element of their business. Some cards survive for perukemakers, which demonstrate their easy assimilation into the world of polite advertising. For barbers, however, aside from selling the odd cake of soap, glass of beer, or keg of butter, they were unlikely to adopt (or need) the fawning, obsequious style of metropolitan shop owners.
Perhaps for the same reasons, barbers did not seem to take advantage of the opportunities for relatively cheap advertisements in Georgian newspapers. If they appear at all, it is usually as an agent for some or other product – usually related to their trade, such as shaving soap, pomatum or even razors and other goods. But, as to their tonsorial skills….virtual silence.
If not trade cards or newspaper advertisements, then, did barbers even advertise at all? In fact, it could be argued that barbers had the most striking advertisements of all, hidden in plain sight: the pole. I must admit to having doubts about the origins of the barber’s pole colours, and its red and white striped design. It’s often said that the pole represents the bloodletting process. Here the red signifies the blood being taken, the white denotes the bandages, and the pole itself is said to be the ‘fillet’ – the small stick gripped by the patient whilst their vein was being opened. It’s a story that was certainly in circulation by the late eighteenth century, and vigorously and enthusiastically repeated by Victorian antiquarians. It’s just that hard evidence is somewhat more difficult to come by. Perhaps we’ll never really know. There is some evidence, for example, that the pole sometimes had blue and white stripes, although this might suggest it represented the vein about to be cut. Whatever the origins, evidence for large, protruding poles outside barbershops can be found far back into the seventeenth century.
So, it does seem that barbers were not necessarily ‘polite’ in the eighteenth century; perhaps they didn’t need to be; perhaps they didn’t even want to be! It’s interesting, nonetheless, to see how certain businesses relied on different means in order to advertise their services.
For more about the history of barbershops, have a look at Lindsey Fitzharris’s excellent articles on the subject, e.g. http://www.huffingtonpost.co.uk/dr-lindsey-fitzharris/the-bloody-history-behind-barbers-pole_b_3537716.html
As my project on the health and medical history of facial hair rolls ever Belforward, I’ve recently turned my attention to barbers and their role in shaping and managing facial hair through time. Amongst the many questions I’m looking at are how they were trained, what their shops were like, and how much they charged. Further posts will follow on those matters!
As I’ve said many times before on this blog, one of the joys of being an historian are the stories that you come across accidentally while you’re looking for something else. So it has proved to be with barbers, who seem to crop up in a dizzying array of sources and contexts. Recently I’ve been looking through the records of the Old Bailey, to check for unwitting testimony about shop practices or activities. There is actually a lot that can be gleaned from witness testimonies and the details they can provide. But, along the way, I’ve seen lots of evidence to suggest that barbers were often the targets for thieves.
Whilst a barbershop might not immediately spring to mind as a tempting target, lots of barbering goods were actually desirable, and easy to put out through the fence.
In some cases basic things like shop linen and cloths could be targeted. In 1732, Catherine Sanders of St Dunstan’s parish, was indicted for stealing a haul of shop linen, including ‘shaving cloths’ to the value of 7s and 6d. These were the cloths put around the customer’s neck, both to catch the soap, and sometimes for the barber to wipe his razor on. Given that the average London labourer’s wage was around 20-30 pence per day, the value of these goods was virtually a week’s wages. It’s easy to see why some were tempted into crime by the promise of a fast buck. Being caught risked a high price though. In January 1735, Mary Collings was arrested after stealing three shaving cloths from the London barber William Day. She was sentenced to transportation.
(Image from Wikimedia Commons)
Razors, and especially high end, silver tipped, models, were another favourite. At the beginning of the eighteenth century razors were relatively hard to come by. They did not appear in advertising much before the mid eighteenth century, and tended to be bought by barbers from specialist artisan makers, and cutlers. They could be relatively expensive items too, meaning that purloined examples could be easily sold. July 1682 saw John Scroby lift a ‘case of silver tipt razors’ from the barber shop of William Thomson…valued at the substantial sum of eight pounds! When he was caught he denied having any razors on his person. On being searched, and the items found, he claimed to have been given them…but, conveniently, he couldn’t remember who by. The following year saw eleven silver tipped razors stolen from Richard Plat’s Barbican shop, and quickly pawned by the thief. In fact, razors feature commonly amongst lists of stolen goods in Old Bailey cases.
Looking glasses – mirrors – were an expensive, luxury item. As historian Margaret Ezell has pointed out, modern mirrors, understood as a reflective coating over a glass surface, did not come into being until the end of the seventh century. Before then a ‘looking glass’ was likely to be a polished metal surface, and also not necessarily flat, giving a potentially distorted or unclear reflection. Even small glass mirrors were prohibitively expensive; Pepys’ gift of a small looking glass for his wife cost the equivalent value of over one hundred pounds in modern currency. It’s not surprising to find looking glasses on early modern thieves’ wish lists therefore. David Cooke and his accomplice Jonathan Robinson, knew what they were looking for when they broke into Edward Burrows’ barber shop in 1716, making off with razors, a parcel of hair (valued at £5) and a ‘lookeing glass’ worth 30 shillings.
(Image from Wikimedia Commons)
Even the most basic items could prove tempting for opportunists. In Bridewell Hospital in June 1716, Margaret Morgan decided it would be a good idea to try and steal ‘a shaveing bason, two razors and a towel’. On catching her in possession due to her not ‘giving any good account of herself otherwise’ her victim, the barber Thomas Ward of Little Britain, had her charged. Even the most basic items of barbering equipment, such as the hone used to maintain the razor’s edge, could prove too tempting for some thieves.
Occasionally things took an almost comic turn. In April 1729, Sam Salmon took to his heels with his pockets stuffed with 43 washballs, the property of the barber William Barnard. Washballs were small, compacted balls of soap powder and other ingredients, used to create the lather to shave. Caught in the act by Barnard’s neighbours, he was pursued up the street, the washballs doubtless spilling out of his pockets as he ran. His failure to get ‘clean’ away cost him a voyage on a transportation ship.
(Notorious 18th-century criminal Jack Sheppard…not sure if he ever stole from barbers, but just in case! – Wikimedia Commons)
Perhaps the most lucrative item of all for thieves, however, were wigs, and the parcels of hair used to make them. Edward Kent stole four wigs, two razors and five ounces of human hair, after convincing the barber and peruke maker Moses Freeman that he wished to learn the trade of wigmaker. Among the haul of Cornelius Barret in 1686 were a ten-shilling periwig and a ‘bever hat’. One Robert Milksop pinched a periwig valued at 30 shillings from the box being carried by Thomas Parks, as the two men passed each other in Cheapside. In 1692, a criminal known only as “B.J.” broke into the house of Bryant Brandon, and made off with three razors, but also ‘twenty two pounds in weight’ – valued at an eyewatering 100 pounds. The case against “B.J.” was difficult to prove, so he escaped with a branding for his trouble.
Perhaps my favourite case of all, however, concerns the theft of a range of goods including books, a hammer and a flower tub, as well as twelve razors by a Fulham schoolmaster, Ephraim Mansell. The case actually revolved around the razors, and whether Mansell had borrowed them (as he claimed), or stolen them. The name of the victim? Mr Blunt.
 Margaret Ezell, ‘Looking Glass Histories’, Journal of British Studies, 43:3 (2004), 323.
As the beards project rolls merrily forward, I’ve recently been turning my attention to barbers in the seventeenth and eighteenth centuries. Over the past few months I’ve been looking at a large number of sources relating to barbers and barber-surgeons, and have been looking at questions of how they trained, guild membership and, at the moment, what we can learn from their shops from probate inventories.
In the early modern period, barber-surgeons were firmly part of the world of medical practice. In fact they were probably the most numerous of all practitioners. It was they who dealt with medical tasks from patching up wounds and minor surgery, to bloodletting, digging out earwax, scraping the tongue and combing the dandruff and scurf out of sweaty, unwashed heads. On the barbering side, they also cut hair and shaved.
(Image courtesy of – Wellcome Images)
In fact I’m also currently looking at the question of barber occupational titles, and especially those who were ‘just’ barbers. It’s long been argued that, outside London, there was little difference in practice between barbers and barber-surgeons. I’m finding some evidence that there were differences in what barbers did, as opposed to barber-surgeons. Still, that’s a matter for later on in the project.
One question I’m particularly interested in is that of how often men went to the barber in the 17th and 18th centuries and, more specifically, how often they shaved. Why does it even matter? Well, for instance, the degree of stubble raises interesting questions about what was the ‘normal’ state of a man’s facial appearance. That is, was ‘stubbly’ in fact the default position for early modern men, rather than what we today think of as clean shaven? In the eighteenth century, men didn’t wear beards. But, if only shaved once every 3 or 4 days, this would be very different to shaving every day.
Part of the problem lies in actually finding shaving within contemporary sources. Some diaries give us a little evidence. Samuel Pepys, for example, notes his various experimentations with shaving, including one fairly short-lived experiment of rasping the beard hairs away with a pumice stone. Parson James Woodforde leaves quite a lot of detail about his shaves, including buying shaving equipment, visiting the barber, and doing the job himself.
In terms of barber visits though, the way that payments were made serves to obscure how often men actually went. Rather than, like today, payment being taken at each visit, early modern barbers were often paid quarterly on account – known as the barber’s ‘quarterage’. For barbers this had the advantage of enabling them to establish long term working relationships with clients, and to guarantee income for some periods of time.
For customers, barbering was a profession that relied on trust. Submitting yourself to lie still while a stranger hovered a lethally sharp blade over your jugular required some estimation of their ability! So visiting the same barber for a long period of time enabled the relationship to build over time.
The problem with barbers’ quarterage though, is that it doesn’t tell you how many visits were included. So, in 1655, when Giles Moore noted in his journal that he had ‘payd for barbouring for six moneths, 7s and 6d’, we don’t know how many times he had been. At the same time in Oxford, Anthony Wood regularly paid four shillings for his barber’s ‘quarteridge’, on one occasion also mentioning a further 2s and 6d ‘for powder and mending of my periwige’.
These sources raise a further problem, which is that of terminology. How can we separate shaving out from other tasks. To take the example of Giles Moore, when he paid for ‘barbouring’, what was included? Was this a shave? A Haircut? A head shave or wig dressing, or a combination of any or all? Matters are complicated by the elastic definitions attached to terms. The Rev. Oliver Heywood’s early eighteenth-century diary has repeated references to his being ‘trim’d’ by his barber. ‘Trimming’ is often taken to refer to hair cutting, but contemporaries understood that it equally referred to cutting the beard. Even ‘shaving’ is not reliable since heads could be shaved in preparation for a wig. So, when Colonel Thomas Tyldesley paid ‘Tom Ordds pro shaveing’ in 1712, we can’t be sure whether this was his face or his head.
One source perfectly illustrates the frustrations. A barber’s bill for Sir William Kingsmill in 1681 contains a list of payments, which, at first appear straightforward. Every day over two months has an unspecified payment of one shilling, whilst every third day has the entry ‘shav’d’, with the higher price of 2s and 6d. So, at first glance it might seem that Sir William’s face was shaved once every 3 days, with the barber attending every day for other reasons – maybe bloodletting, wig-dressing etc.
(Image taken by author)
But one single entry gives a further clue. In April 1681, one entry notes ‘head shav’d’ at 2s 6d. So, a more likely alternative is that the barber shaved Sir William’s face every day, at the lower price of 1s, then shaved his head at the higher price every 3 days.
Some sources, though, are more explicit. Sir John Lauder’s 1670 journals note several examples of paying the barber ‘for razeing me’, together with a price of sixpence. In a range of entries, sixpence occurs very frequently and, whilst it is certainly possible that this refers to having the head shaved, the face seems more likely. In 1674, William Cunningham paid his barber several shillings ‘for razeing and haircutting’, separating the two tasks out specifically.
In the coming months I’m heading back out into the archives, to look at more evidence of barber shops and their role both as medical practitioners and ‘managers’ of men’s bodies and appearance. I’m also going to be looking at how the barber’s role changed after the split from the surgeons in 1745, and how shaving was affected as the ‘hairdresser’ began to emerge in the later eighteenth century.
By way of conclusion though, one entry in Thomas Tyldesley’s diary, though, gives us a wonderful example of a man clearly in the wrong job. On 10 January 1713, Tyldesley wrote that he had blood taken from his arm, as he was suffering from a ‘could and a stitch’. Sadly this proved too much for the unfortunate barber, since ‘Tom Tomlinson, barber, who shaved mee, was frighton with the sight of ye blood’!
I’m delighted to be able to announce the launch, in November 2016, of the exhibition linked to my Wellcome Trust project on the history of facial hair in Britain.
Between Mid November and March 2017, the Florence Nightingale Museum in London will host ‘The Age of the Beard’ – a photographic exhibition of some of the finest examples of Victorian facial hair, along with a range of other fantastic exhibits including Victorian razors and shaving paraphernalia, advertising and all sorts of other beard-related facts and figures.
(Henry Wellcome, to whom I owe my career! – copyright Wellcome Images)
Along with the exhibition will be a series of public events, including talks, family activities and even a production of the pantomime ‘Bluebeard’.
Full details are available from the museum’s website here
I hope that many of you can come and join us, and celebrate the golden age of the hirsute face that was Victorian Britain!
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 has) a beard!
As for celebrity endorsements, these were also fairly limited. In the Brut corner was Former British Heavyweight boxer Henry Cooper, who invited you to ‘splash it all over’, alongside mulleted football star Kevin Keegan and the accident-prone superbike champion, Barry Sheen. None perhaps matched the kitsch glamour of Tabac’s advert with the sartorially elegant, and magnificently coiffured, Peter Wyngarde – star of the ‘Jason King’ series.
How long, though, has aftershave been with us? Have men always slapped on the scent or slathered on the lotion after shaving? In fact, shaving preparations have a surprisingly long history and, more than this, can actually tell us some important things about attitudes to men’s personal grooming.
Before the eighteenth century, the concept of applying ‘product’ as a means to beautify the skin after shaving simply didn’t exist. Shaving was a basic, quotidian activity, done for necessity. It was also probably a painful experience. Rather than shaving themselves, men visited the barber, whose services were available everywhere from large towns and cities to small villages. The quality of the shave available differed dramatically, leading to satires about the clumsy barber whose razors were as blunt as oyster knives. It is possible that some provision might be made to soothe the skin after the shave, or maybe apply a little lavender water, but evidence for individual shaving routines is fairly sparse.
(Image copyright Lewis Walpole Library)
Nevertheless, there were options within domestic medicine, which might allow men to soothe their suppurating skin once the barber had done with it. Even in the sixteenth and seventeenth centuries, remedy collections included recipes for beauty washes and pastes, and ‘washballs’ for the skin. There are some great examples on ‘Madam Gilflurt’s’ blog: http://www.madamegilflurt.com/2016/05/bathing-in-age-of-extravagance-make.html Although usually meant for women, there was nothing in principal preventing men from slathering on some home-made preparation to calm their skin.
The later eighteenth century, however, saw things begin to change. The disappearance of beards meant that shaving was not only more common, but was beginning to be done by individuals, as well as the barber. The appearance of new, sharper types of steel razor made this a more comfortable experience. But it also gave rise to a new market. Whilst razor makers saw opportunities in targeting men who shaved themselves, perfumers and hairdressers jumped on the bandwagon and started to puff their own products for young shavers.
In 1752 Richard Barnard of Temple Bar claimed to be the inventor of the ‘True original shaving powder’. A rival powder, advertised the same year by J. Emon, claimed to ‘make razors cut easy and [was] very good for tender faces’. The perfumer Charles Lillie’s 1744 advertisements for ‘Persian (or Naples) soap’ claimed to be extremely useful in soothing smarting skin after shaving, while others like ‘Paris Pearl Water’ was claimed to freshen men’s skin and brighten their complexion. Perhaps the most exotic sounding was “Elenora’s Lavo Cream” advertised in 1801, which was ‘particularly agreeable to Gentlemen after shaving, as it cools and heals the remaining heats’.
There was, however, a delicate balancing act to male toilet. On the one hand was the need to conform to expectations of polite manliness. Neatness of appearance, elegance, a smooth, open countenance and a grasp of etiquette and manners were all expected of the polite gentleman. On the other, there were fears that British men were slipping into effeminacy, too affected by Frenchified fashions and adopted airs. Overuse of cosmetics was satirised in cartoons of the extreme form of eighteenth-century manhood – the Macaroni, or Fop. Interestingly though, shaving was strongly connected with masculinity and manly self-control. It was part of the expected conduct of a gentleman; a little bit of cream to soothe delicate features was perfectly acceptable.
Fast forward to the 1850s, though, and beards were back with a vengeance. Given that Victorian men were sporting huge crops of beard en masse, the concept of aftershave might seem to have been redundant. It is worth remembering though (thinking of the current beard trend) that for all the beard wearers there were probably still many who preferred to shave. In fact, even at the height of the beard movement a number of aftershave lotions and scents were available.
(Glasgow Herald, 7th June 1852)
From the 1820s right through the rest of the century, a popular product was Rowland’s Kalydor, advertised widely in various newspapers and publications. A variety of testimonials accompanied the advertisement. “One of our first physicians, sixty years of age, whose face was in a continual state of inflammation, so as to render shaving impossible, has been entirely cured and is much gratified’. Other types of product were available; an advert in the Literary Digest heralded a particular brand of talcum powder which ‘positively won’t show white on the face’, making you ‘feel cool fresh and clean’.
Some played upon the popularity of science to claim the efficacy of their products. ‘Carter’s Botanic Shaving Soap’ was supposedly the ‘result of many years study and practical experiment’ by its creator, and advertisements played on its neutralisation of alkalis (which ‘made shaving a torture to all who have a delicate and tender skin’).
(More associated with mouthwash today, Listerine was originally used as shaving lotion. Image from WWW.Kilmerhouse.com)
The ingredients in some preparations contained tried and tested ingredients like glycerine to soothe the face. ‘Cherry Laurel lotion’ containing distilled cherry laurel water, rectified spirit, glycerine and distilled water, ‘used to allay irritation of the skin, particularly after shaving’. Others included ‘Lotion Prussic Acid’ and the equally unattractive-sounding ‘essence of bitter almonds’. The problem with these particular substances was the ingredients. Both, according to an 1873 study of cosmetics by Arnold Cooley, contained the deadly potassium cyanide – and made worse by the fact that the liquids apparently tasted very pleasant. Cooley suggested that both products should correctly be labelled ‘Poison’!
By way of conclusion it’s worth mentioning that aftershaves have been blamed for all manner of ills. In 1963, a GP (Dr B.E. Finch from London) wrote to the British Medical Journal, noting that several patients (mostly young men) had reported symptoms of dizziness after shaving, similar to “slight intoxication, similar to that which occurs after imbibing an alcoholic drink”. On further investigation Finch found this to be a common occurrence, and theorized that alcohol-based aftershaves were being absorbed through the shaven skin, causing mild intoxication. A reply in the following month’s edition suggested that, due to the highly volatile nature of those liquids, it was more likely the fumes than the absorption that were causing the problem!