British beauty brand REHAB. is turning a keen eye to men’s grooming with the launch of its first dedicated male-line campaign, and it’s doing so in style by enlisting actor Lucien Laviscount as its brand ambassador. The launch is notable not only for the brand’s growth but also for the wider grooming market that recognizes the needs and wants of men for more honest, high-performance results.
Why It’s Important: We Know Where We Came From
Founded in 2022 by friends Vicky Ellis and Anastasia Tozer, REHAB. made a name for itself with performance-led, design-first haircare mathematical formulas for a stylish audience with discerning taste. This new men’s line is the natural next step for REHAB and one that aligns with a broader cultural shift in men’s grooming.
Why Lucien Laviscount Is the Perfect Fit
Laviscount, who is best known for his role as Alfie in Emily in Paris, embodies the aesthetic and attitude REHAB hopes to capture: effortless confidence, British charm, and modern grooming sensibilities. He reflects the “new wave of men who care about how they present themselves but do it in a laid-back, confident way.”
He is the face of a men’s line that wants to feel inclusive (rather than intimidating), effective (rather than gimmicky), and stylish (rather than purely functional).
The Men’s Collection: What’s Inside
The campaign introduces three core grooming essentials, streamlined but focused on results.
- Hair & Beard Grooming Oil—an all-in-one treatment combining sunflower-seed oil, sweet-almond oil, bitter-orange oil, and aloe vera to condition, soften, and add shine.
- Shower Milk for Him—a rich, creamy body wash designed to cleanse without stripping natural oils, leaving skin smooth and refreshed.
- Hair & Body Cologne for Him—a lightweight mist infused with aloe vera and jojoba oil and layered with citrus, ylang-ylang, cedarwood, moss, and cypress for a clean, grounded scent.
What This Means for the Grooming Landscape
The launch taps into several key consumer trends:
- Simplification: Rather than 10-step routines, the men’s line offers three core products—a ready-to-go trio for hair, beard, and body.
- Performance with Style: The formulas are elevated, but the brand aesthetic retains a clean, approachable feel rather than high-gloss luxury.
- Gender-inclusive mentality: Although the line is for men, the philosophy remains consistent with that of REHAB’s philosophy: quality haircare that will work wonderfully and beautifully regardless of gender.
- Relevant celebrity ambassador: Laviscount not only makes sense in terms of star power; his relevance makes sense in terms of brand fit as it connects grooming to lifestyle and modern-day masculinity.
Spotlight: Your Next Viewing Pick
For industry watchers and consumers alike, several points will be intriguing to follow:
Will the men’s line drive new audience segments to REHAB, or will it simply serve its existing fan base by venturing into male grooming?
How will the brand communicate its voice in a crowded male grooming market, where many brands are now offering “for him” variants?
Will there be future expansions (e.g., more scent variants, styling products, and skincare for men) depending on the success of this initial three-piece offering?
With this strategy, REHAB. is entering the male grooming market not just by rebranding old products, but by creating a new line designed specifically for men, featuring a modern British style and carefully crafted formulas. The brand’s clean look, performance-led ingredients, and valued retail price make it an enticing proposition for a demographic that is becoming increasingly engaged in grooming but not sacrificing style. As Laviscount brings his charm and credibility to the campaign, REHAB is signaling that grooming is more than routine—it’s self-care with purpose, without pretense.
