Truefitt & Hill
Truefitt & Hill is a privately held luxury men's grooming company founded in 1805, operating the world's oldest barbershop from its St James's Street flagship in London and selling traditional wet-shaving products, heritage fragrances, and grooming services direct-to-consumer via e-commerce and in-store experiences.
- Company typePrivate
- Founded1805
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Truefitt & Hill does
Truefitt & Hill is a privately held luxury men's grooming company founded in 1805 by William Francis Truefitt, billing itself as the world's oldest barbershop. The company operates from a single flagship location at 71 St James's Street, London, and has historically served nine reigning British monarchs, with a current collaboration with HM King Charles III and The King's Foundation via the Highgrove collection. Its product portfolio spans traditional wet shaving (pre-shave oils, shaving creams and soaps in bowls and tubes, aftershave balms, brushes, razors), heritage fragrances (signature colognes including 1805, Apsley, Clubman, Grafton, Mayfair, Sandalwood, Trafalgar, West Indian Limes, Highgrove Splash), skincare, hair care, bath and body products, and accessories such as brushes, stands, and grooming kits.
The underlying technology consists of traditional wet-shaving formulations and proprietary multi-layered fragrance compositions developed and refined over two centuries, rather than any modern digital platform. There are no APIs, AI capabilities, or proprietary software systems disclosed; the e-commerce storefront operates on a standard template with Booksy integration for appointment scheduling. The business is single-segment: physical luxury goods and in-person grooming services, with no enterprise, B2B, or wholesale channels evident in the source data.
Truefitt & Hill makes money through two complementary direct-to-consumer streams. The first is one-time product sales at unit prices ranging from £15 (shaving cream tubes) to £319 (straight razors), with core fragrances priced at £48–£135. The second is professional barbershop services priced at £45–£60 for basic grooming (haircut, hot towel wet shave, facial, manicure) and £120–£225 for premium experiences including scalp massage, combined treatments, and the Ultimate Grooming Experience. A prepaid gift voucher programme (£40, £60, £100 denominations) provides a secondary demand-smoothing mechanism. Distribution is exclusively direct: own e-commerce storefront delivering to UK and mainland Europe only, plus the single London flagship. Marketing leans on heritage storytelling (the 1805 Journal blog, social channels across Instagram, Facebook, X, YouTube, LinkedIn) and a lightweight email loyalty program ("Join the Club") offering 10% off the first order.
Truefitt & Hill firmographics
Firmographics- Name
- Truefitt & Hill
- Legal name
- Truefitt & Hill
- Website
- https://truefittandhill.co.uk
- Company type
- Private
- Founded year
- 1805
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Truefitt & Hill is a privately held luxury men's grooming company founded in 1805, operating the world's oldest barbershop from its St James's Street flagship in London and selling traditional wet-shaving products, heritage fragrances, and grooming services direct-to-consumer via e-commerce and in-store experiences.
- Ownership category
- akta.pro rank
Truefitt & Hill industry classification
Industry- Product category
- Luxury Men's Grooming
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Barber Shops (812111), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Barber & Professional Men’s Grooming Products (CRABAGAK)
- akta.pro secondary industries
- Hot Towel Shaves & Straight-Razor Shaving (HSALABAC), Shaving Hardware (Manual & Electric Razors) (CRABAGAA), Beard & Mustache Grooming (HSALABAB), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)
Keywords
Where Truefitt & Hill is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Truefitt & Hill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Product Sales: One-time product sales across categories including shaving products (creams, soaps, pre-shave oils, aftershave balms), fragrances (colognes ranging £48-£135), hair care, skin care, bath & body products, and accessories (brushes, razors, stands, shoe horns, manicure sets, grooming kits).
- Barbershop Services: In-store grooming experiences including Traditional Hot Towel Wet Shave (£60), Haircut & Shampoo (£60), Grooming Experience (£165), Ultimate Grooming Experience (£225), Facial Treatments (£60), Manicure (£45), and Traditional Cut Throat Shaving Class (£120).
- Gift Vouchers: Prepaid gift vouchers available in denominations of £40, £60, and £100, redeemable against products and services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fragrance products (Colognes) |
| Unit Pricing | Pay-as-you-go | Shaving Products |
| Unit Pricing | Pay-as-you-go | Shaving Accessories |
| Unit Pricing | Pay-as-you-go | Grooming Experiences/Services |
| Subscription | Annual | Loyalty Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Truefitt & Hill product offering
Product offeringCore offering
Truefitt & Hill is a heritage luxury men's grooming brand that manufactures and sells traditional wet shaving products (creams, soaps, brushes, razors), signature fragrances, skincare, haircare, bath & body products, and grooming accessories. The company also operates a flagship barbershop in London providing in-person grooming services such as hot towel wet shaves, haircuts, facials, manicures, and shaving classes. Products are sold direct to consumers through the company's own e-commerce platform and at the London flagship.
Product overview
Truefitt & Hill is a luxury men's grooming company offering a comprehensive portfolio of traditional wet shaving products, premium fragrances, skincare, hair care, and bath & body products. The product portfolio spans multiple signature fragrance collections (1805, Apsley, Clubman, Freshman, Grafton, Highgrove, Mayfair, Sandalwood, Trafalgar, West Indian Limes) and specialized sub-brands (Ultimate Comfort, No. 10). Core products include pre-shave oils, shaving creams and soaps in various formats, aftershave balms, shaving brushes (badger and synthetic), razors (fusion, double edge, Mach III, straight), and complete shaving sets. The company also offers men's accessories (brushes, combs, manicure sets, stands, travel items), as well as barbershop grooming experiences and services. The Highgrove collection represents a charitable collaboration with The King's Foundation. Products are primarily sold through their e-commerce platform and flagship London location.
Differentiator
Problem solved
Functional benefit
Brands
- Highgrove: Created in collaboration with Highgrove and The King's Foundation, drawing inspiration from Highgrove Gardens. Features watercolour artwork by HM King Charles III.
- Mayfair
- Apsley
- Sandalwood
- 1805
- Trafalgar
- Grafton
- West Indian Limes
- Ultimate Comfort
- No. 10
Products and services
- Shaving Products Complete traditional wet shaving solutions including pre-shave oils (£28-£32), shaving creams in bowls (£23-£35) and tubes (£15-£19), shaving soaps in wooden bowls (£34-£42), soap refills (£19-£27), aftershave balms (£31-£58), shaving brushes in badger and synthetic variants, and shaving sets. Designed for affluent men seeking a premium traditional shaving ritual.
- Fragrances Collection Luxury men's colognes and fragrances including signature scents 1805, Apsley, Clubman, Freshman, Grafton, Highgrove Splash, Mayfair, Sandalwood, Trafalgar, and West Indian Limes, available in multiple sizes (50ml at £48-£69, 100ml at £80 standard, with Highgrove Splash 100ml at £135). Designed for men seeking distinctive heritage-inspired fragrances.
- Skin Care Men's facial skincare products including cleansers, moisturisers, and facial treatments designed for daily grooming routines.
- Hair Care Hair grooming products including shampoos (frequent use, moisturising vitamin E, coconut, thickening), conditioners, styling products, and beard grooming items.
- Bath & Body Body care products including shower gels and scrubs, bath oils, soaps, and deodorants formulated with signature fragrances.
- Accessories Grooming accessories including hairbrushes and combs, leather items, manicure sets, razor and brush stands, shoe horns, travel toiletries, and grooming kits. Includes shaving accessories such as Wellington Shaving Brush (£71-£102), Wellington Razor Double Edge (£76), Wellington Razor Fusion (£107), Regency Razor (£83), Straight Razors (£121-£319), Razor Strops (£72-£121), and Shaving Mugs (£49).
- Highgrove Collection Luxury grooming collection created in collaboration with The King's Foundation and inspired by Highgrove Gardens. Features the original watercolour artwork of 'The Cedar Tree, Highgrove' by HM King Charles III on packaging. Products include splash, bath oil, pre-shave oil, shaving cream, shaving soap, aftershave balm, triple soap, hand wash, and hand cream. 10% of net revenue donated to The King's Foundation.
- Barbershop Experiences Luxury grooming services offered at the Truefitt & Hill flagship barbershop at 71 St James's Street, London, including Traditional Hot Towel Wet Shave (£60), Haircut & Shampoo (£60), Grooming Experience (£165), Ultimate Grooming Experience (£225), Facial Treatments (£60), Manicure (£45), and Traditional Cut Throat Shaving Class (£120). For individuals seeking premium in-person grooming services.
- Grooming Kits & Gift Sets Curated gift collections including traditional gift sets, ultimate shave ritual, bathroom gift sets, daily grooming essentials, authentic No. 10 complete care, and travel collection essentials. Designed for gift purchases and self-purchase.
- Gift Vouchers Prepaid gift vouchers available in denominations of £40, £60, and £100, redeemable against products and services at the flagship barbershop and online store.
Quantifiable outcome
- 10% discount on first order for new loyalty program members
- +1 more outcomes
Companies that use Truefitt & Hill
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
Truefitt & Hill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Truefitt & Hill partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- The King's FoundationcoreHighgrove collection created in collaboration with The King's Foundation, inspired by Highgrove Gardens. Features packaging with watercolour artwork of 'The Cedar Tree, Highgrove' by HM King Charles III, used by kind permission of The King's Foundation. 10% of net revenue from the sale of Highgrove products is donated to The King's Foundation (Registered in Scotland, Charity Number SCO38770).
- HM King Charles IIIcoreHis Majesty King Charles III personally collaborated on the Highgrove collection. His original watercolour artwork of 'The Cedar Tree, Highgrove' features on the unique packaging of this collection. This royal endorsement and artistic contribution is a significant differentiator for the brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Truefitt & Hill competitors and assessment
Company assessmentEmerging players
- Captain Fawcett's: British luxury men's grooming brand founded 2013 with a vintage-apothecary aesthetic, offering beard oils, shaving products, fragrances, and gift sets. Comparable in heritage-inspired men's grooming DTC model and premium gifting strategy, though operating as a much younger challenger.
Direct peers
- Penhaligon's: British heritage fragrance and grooming house founded 1870, with strong royal warrant history and a multi-channel DTC and department store model. Overlaps in fragrance collections, bath & body, shaving products, and luxury positioning.
- Proraso: Italian heritage men's grooming brand founded 1948, focused on traditional wet shaving preparations and barbershop-grade products. Overlaps directly in shaving creams, soaps, pre-shave, and aftershave categories.
- Taylor of Old Bond Street: London heritage grooming brand founded 1854, specialising in traditional shaving creams, soaps, colognes, and bath products. Directly comparable product range, pricing tier, and historical-British-male-grooming positioning.
- The Art of Shaving: US-based luxury men's grooming brand specialising in traditional wet shaving products and in-store barbershop services. Closely comparable in product offering (shaving creams, brushes, razors, balms) and combined retail-plus-service model, though operating across a broader store footprint.
- D.R. Harris & Co. St. James's Street neighbour and one of the oldest apothecaries in London, founded 1790. Holds Royal Warrants and sells traditional shaving soaps, colognes, and skincare — directly comparable in heritage positioning, customer segment, and product category overlap.
- Floris London: British heritage perfumer founded 1730 at 89 Jermyn Street with Royal Warrants. Comparable in fragrance heritage, multi-generational brand storytelling, and traditional men's grooming product portfolio.
- Geo. F. Trumper: Historic London barber established in 1875, offering traditional wet shaving products, fragrances, and in-store barber services at 9 Curzon Street. Closely comparable heritage positioning, product range, and barbershop-plus-DTC commercial model.
Others
- Truefitt & Hill (Geo. F. Trumper duplicate peer, listed for additional diversification): Placeholder — not included.
Broad incumbents
- Acqua di Parma: Italian luxury fragrance and grooming house under LVMH, offering premium colognes, shaving products, and skincare. Comparable in luxury positioning, traditional European grooming heritage, and premium price points, though operating at significantly larger scale and brand breadth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Truefitt & Hill social profiles
Digital presenceTruefitt & Hill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truefitt & Hill leadership team
Management profileNumber of profiles
Truefitt & Hill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truefitt & Hill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Truefitt & Hill
What does Truefitt & Hill do?
Truefitt & Hill is a heritage luxury men's grooming brand that manufactures and sells traditional wet shaving products (creams, soaps, brushes, razors), signature fragrances, skincare, haircare, bath & body products, and grooming accessories. The company also operates a flagship barbershop in London providing in-person grooming services such as hot towel wet shaves, haircuts, facials, manicures, and shaving classes. Products are sold direct to consumers through the company's own e-commerce platform and at the London flagship.
Is Truefitt & Hill a public or private company?
Truefitt & Hill is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Truefitt & Hill founded?
Truefitt & Hill was founded in 1805. It employs 11 to 50 people.
Where is Truefitt & Hill based?
Truefitt & Hill is headquartered in London, United Kingdom, in the Europe region.
How does Truefitt & Hill make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are barbershop Services and gift Vouchers.
Who are Truefitt & Hill's main competitors?
Captain Fawcett's is listed as an emerging player. Direct peers are Penhaligon's, Proraso, Taylor of Old Bond Street, The Art of Shaving, D.R. Harris & Co., Floris London and Geo. F. Trumper. Truefitt & Hill (Geo. F. Trumper duplicate peer, listed for additional diversification) is listed as an others. Acqua di Parma is listed as a broad incumbent.
Does Truefitt & Hill have an API?
No public API is recorded for Truefitt & Hill.
What industry is Truefitt & Hill in?
Truefitt & Hill's product category is Luxury Men's Grooming. Its primary akta.pro industry code is CRABAGAK, Barber & Professional Men’s Grooming Products, with a secondary code of HSALABAC, Hot Towel Shaves & Straight-Razor Shaving. Its NAICS code is 456120 and its SIC code is 2844.