Written by Nick Hogan in Grooming on the 18th March 2019

Tucked away in an unassuming corner of Selfridges in London is a haven for the gentleman who is seeking a grooming experience like no other, a sanctuary from the hustle and bustle of central London. The Barbiere is the first of it's kind from Acqua Di Parma in the UK, and hopefully sets the benchmark that sees it rolled out to further stores.

Barbiere is, of course, Italian for barbershop, the word Barbiere exudes a level of cool and sophistication in typical Italian fashion. Whilst we've all been to a barbershop, now we're given the opportunity to experience the barbiere.

The space is small but efficient, almost tardis like as you enter inside. You're greeted by a wall of products that showcases the wares of the brand. When the entire range is laid out before you, it's a reminder of the great heritage and passion that has made Acqua Di Parma the great success that it is today. The walls are adorned with the signature Acqua Di Parma yellow, a nod to the heritage in a modern space. I was lucky enough to be invited down to London to experience an Italian shave first hand, and the experience was absolutely exemplary. I was taken care of by Jason who took me through a brief consultation before deciding on the treatment. As a gent who has sported a beard for several years, I took the opportunity to roll back the years with the full clean shave. Better yet was that it was my birthday, so any chance to look a year younger was welcomed.

Throughout the treatment, products from Acqua Di Parma's Barbiere range are used. The familiar and comforting scent of their classic fragrance Colonia is present throughout. I'd not been treated with a hot towel before, and what a treat it is. The towels are also scented with Colonia, which envelops you in the relaxing darkness, as your shoulders are massaged and you truly unwind. A clean shave was a bold choice on my behalf, but it demonstrated the satisfying feeling of a cut-throat razor sweeping across my face. I felt a combination of trepidation and freedom as the layer of hair on my face was instantly removed. It was exhilarating to feel the breeze, at least once this decade. The shave was concluded with a cold towel application, then their new Refreshing After Shave Emulsion.

Now whilst nobody can replicate the experience of visiting the Barbiere, we can all enjoy the products at home. Shaving products consist of Shaving Oil, Soft Shaving Cream for Brush and the Refreshing After Shave Emulsion. They're also offering beautiful shaving brushes and razors that are available in black and the signature yellow. For grooming and skincare, they've released a beard wash, face scrub and clay mask. Finally, there's a travel shaving set which includes a stunning yellow pouch, perfect for taking your favourite shaving experience with you.

Discover Italian Expert Master Barbers at Acqua Di Parma Barbiere which has opened at Selfridges London.