It has been revealed today that luxury retailer The Estee Lauder Group has introduced The Grooming Station, a pop-up store for men, at its headquarters in London’s West End.

Based at One Fitzroy in Fitzrovia, the Aveda Barbershop covering 1,344 sq ft will be a one-stop-shop for male grooming and will include Estee Lauder brands such as Tom Ford, Lab Series, Zegna, Clinique and Aveda Men.

President at The Estee Lauder Companies UK & Ireland, Chris Good, commented: “With the UK male grooming industry valued at £1billion in 2015, it’s important that The Estée Lauder Companies stays at the forefront of this boom. The new Grooming Station will offer a safe haven for men to experiment with a variety of offerings, tapping into a growing male desire to invest in their sense of self."