Leading Gloucestershire-based beauty brand incubator, SLG Brands, is bringing iconic British fashion designer Paul Smith's first-ever male grooming line to stores this autumn 2025.
Set to launch exclusively at Boots stores across the UK, the PS Paul Smith collection is 'carefully curated and designed' by the designer himself alongside the SLG design and development teams.
The line of 13 edits is 'intended to elevate, blending premium self-care essentials with a sense of playfulness, optimism and British design-led storytelling.'
Ranging from overnight essentials to grooming tools and fragrances, the collection was designed with a 'refined, minimalist aesthetic' that stays true to the Paul Smith identity, while also being sustainable with reduced plastic usage and responsibly sourced materials being used for its packaging – the products are refillable, too.
Managing director at SLG, Lucy Beresford, said: 'Partnering with PS Paul Smith has been an incredibly inspiring journey for our team.
'We set out at the beginning of our partnership to bring what we coined as ‘Joydom’ to the category and we can’t wait for consumers to experience the debut collection.'
Ashley Long, CEO at Paul Smith, added: 'We wanted to create a grooming collection that champions quality, functionality and positivity – values that underpin all Paul Smith products.
'We are looking forward to connecting with a new PS Paul Smith audience as well as expanding the product offering to our existing customer base.'
SLG's successful portfolio features a host of other brands, including the most-followed dry shampoo on social media, COLAB Dry Shampoo; the number two male grooming brand in the UK, Johnny's Chop Shop; the only zero-plastic packaged hair care brand, Rhyme & Reason; and the original patent owned tanning mitt, Velvotan.
Though an official launch date is still to be announced, the new PS Paul Smith collection is expected to hit shelves in time for Christmas 2025.
