Seven Potions

Natural Men's Grooming. Made in England by John Since 2014.

Seven Potions was founded in 2014 by John Bouridis in London, after testing hundreds of grooming formulations and arriving at the same conclusion most of them deserved: not good enough. The men's grooming market was producing products that were either chemically questionable, ineffective, or both, and John decided to build something better. The result, made entirely in England, is a grooming range built around natural, vegan, cruelty-free formulations — no parabens, no PEGs, no silicones, no colourants, no synthetic fragrances — with strict safety and quality control standards applied to every product before it leaves the facility. Seven Potions is stocked at Wolf & Badger, which is a reasonable indicator of where it sits in the independent grooming market: discerning, well-made, and worth the attention.

The range covers the full modern gentleman's routine. Beard oils and balms for conditioning, styling and the elimination of beard itch — the Spiced Cedar balm blends cedarwood and sandalwood; the jojoba, apricot kernel and vitamin E beard oil leaves a considered citrus finish. Beard shampoo and conditioner. Hair clay for strong hold and matte finish. Pomade. Salt texturising spray. Pre-shave oil designed for sensitive skin, fragrance-free, applied before shaving cream for a close and comfortable shave without nicks. Face wash and moisturiser. A pear wood beard brush with natural boar bristle, and a sisal vegan alternative for those who prefer it. A SOCIETY loyalty programme for those who stick with it, which from the reviews, is most of them. This is grooming done without posturing — functional, natural, made properly in England by people who started from a genuine conviction that men deserved better than what was on offer.

For considered gift ideas, browse our Gifts for Him guide, or discover more independent British makers through our British Makers directory. For brands chosen for their values, explore Sustainable Brands and Shop by Purpose.