Murdock London

What Murdock London does

Murdock London is a London-based men's grooming company operating since 2006 as Murdock Limited, a private limited company. It runs four owned barbershops in central London — Soho (83 Brewer Street), Covent Garden (18 Monmouth Street), Shoreditch (46 Redchurch Street), and Broadgate (1 Broadgate) — offering haircuts, beard trims, and shaves booked via Zenoti, alongside a mobile barber service for corporate and private events. Its product business spans hair styling (Sea Salt Spray, Matt Mud, Texture Paste, Sea Salt Paste, Vintage Pomade, Hair Play, Sea Salt Volume Mousse), beard care (oil, moisturiser, shampoo, conditioner, balm, brush), shave (cream, gel, pre-shave oil, post-shave balm), five colognes (Black Tea, Patchouli, Vetiver, Avalon, Napier), and body/face (Black Tea Body Wash, Black Tea Deodorant, Ingrown Hair Treatment, Revitalising Scalp Care shampoo and conditioner), plus curated gift sets and value bundles. The portfolio is 100% vegan and formulated under a Clean Label standard that excludes parabens, phthalates, sulphates, PEGs, and synthetic dyes; packaging is FSC certified and transitioning to 100% PCR bottles.

Name

Murdock London

Legal name

Murdock Limited

Website

https://murdocklondon.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Murdock London is a barber-founded men's grooming brand and barbershop chain selling Clean Label vegan grooming products via owned e-commerce, four London barbershops, and international wholesale partners, serving style-conscious urban professional men and gift buyers.

Ownership category

akta.pro rank

Product category

Men's Grooming Products and Barbershop Services

NAICS

Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Barber Shops (812111), Soap and Cleaning Compound Manufacturing (32561)

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

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Beard & Mustache Grooming (HSALABAB), Hot Towel Shaves & Straight-Razor Shaving (HSALABAC)

Keywords

• Men's grooming products
• Barbershop services
• Hair styling products
• Beard care products
• Men's cologne fragrances

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Barbershop Services: Premium barber services including haircuts, beard trims, and shaves offered at four London locations. Services are booked online via Zenoti booking system. The company emphasizes the barbershop experience with complimentary refreshments including tea, coffee, beer, Harris Gin and Glenfarclas Whiskey.
2. Grooming Products Retail: Direct-to-consumer sales of men's grooming products including hair styling, beard care, shave, face & body, and cologne. Products sold via owned e-commerce site and through wholesale partners including Harrods, John Lewis, Nordstrom, and Neiman Marcus.
3. Gift Sets and Bundles: Pre-curated grooming gift sets and bundles targeting gifting occasions, including the Redchurch St Beard Collection, Cologne Collection, and King's Road Black Tea Collection.
4. Mobile Barber Service: Corporate events and private mobile barber services booked via [email protected].

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels4 records

Core offering

Murdock London is a London-based men's grooming brand that sells and distributes its own line of barber-inspired grooming products (hair styling, beard care, shave, cologne, and face & body) via its owned e-commerce store and wholesale retail partners, and operates four premium barbershops in central London offering haircuts, beard trims, and shaves alongside a mobile barber service for corporate events. Products are 100% vegan and formulated under a Clean Label standard free of parabens, phthalates, sulphates, PEGs, and synthetic dyes.

Product overview

Murdock London is a London-based men's grooming brand and barbershop chain offering a comprehensive range of barber-inspired grooming products and professional barbering services. The product portfolio centers on five core categories: Hair Styling (including the award-winning Sea Salt Spray, Matt Mud, Texture Paste, and Sea Salt Paste), Beard Care (Beard Moisturiser, Beard Oil, Beard Shampoo, Beard Conditioner, Beard Balm), Shave (Shaving Cream, Daily Shave Gel, Pre-Shave Oil, Post Shave Balm), Cologne (Black Tea, Patchouli, Vetiver, Avalon, and Napier fragrances), and Body/Face (Body Wash, Deodorant, Ingrown Hair Treatment, Scalp Care). Recent additions include the Revitalising Scalp Care line launched in 2025. The brand also operates four London barbershops in Soho, Covent Garden, Shoreditch, and Broadgate, offering haircuts, beard trims, and shaves. Products are predominantly vegan-friendly, cruelty-free, and free from parabens, phthalates, sulphates, PEGs, and synthetic dyes. Distribution includes their own e-commerce platform, major UK retailers (Harrods, John Lewis, Marks & Spencer, Next), and international stockists across USA, Europe, Australia, and Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Sea Salt Hair Styling Spray Award-winning sea salt spray that thickens hair and delivers a natural, shine-free matte finish. Available in 150ml (£22) and 300ml (£32) sizes. Targeted at men seeking volume and texture without a greasy after-effect.
• Sea Salt Volume Mousse Sea salt-infused volume mousse for lightweight lift and texture. Priced at £21.
• Matt Mud Non-shine shaping clay using Kaolin and Vitamin E that gives a dry, matte finish with strong hold. Priced at £20. Recommended for shorter hair and choppier styles.
• Texture Paste Low-shine versatile hair paste using Diatomaceous earth and Vitamin E for a flexible, separated look. Priced at £20. Recommended for shorter styles such as crops.
• Sea Salt Paste Ultra-matte finish styling paste packed with sea salt for gravity-defying volume and strong hold. Priced at £20.
• Hair Play Styling product for flexible hold and texture. Priced at £20.
• Vintage Pomade Classic styling pomade for traditional looks. Priced at £20.
• Beard Moisturiser Conditions and softens facial hair and protects the skin underneath, helping avoid beard-druff and improving hair strength. Priced at £27.
• Beard Oil 100% natural oils that keep the beard smooth, shiny and healthy, penetrating straight to hair cuticles. Priced at £21.
• Beard Shampoo pH-balanced beard shampoo that gently cleanses facial hair while maintaining natural oils. Priced at £22.
• Beard Conditioner Conditioner designed to soften and nourish beard hair after shampooing. Priced at £22.
• Beard Balm Beard styling and conditioning balm for shaping and moisturizing facial hair. Priced at £23.
• Redchurch Beard Brush Professional beard brush for evenly distributing product, stimulating skin, and keeping beard neat.
• Shaving Cream Luxurious, vegan shaving cream that provides a close and comfortable barber shave. Priced at £36. Suitable for even sensitive skin.
• Daily Shave Gel Daily shave gel for smooth, precise glide during shaving. Priced at £22.
• Pre-Shave Oil Pre-shave oil preparation that softens hair and protects skin before shaving. Priced at £23.
• Post Shave Balm Post-shave balm that calms and hydrates sensitive skin after shaving. Priced at £24.
• Black Tea Cologne Signature and best-selling cologne featuring Black Tea, Bergamot, Davana, Geranium, Cedarwood, and Amber notes. Priced at £99.
• Patchouli Cologne Men's cologne featuring patchouli as the dominant note. Priced at £99.
• Vetiver Cologne Men's cologne featuring vetiver as the dominant note. Priced at £99.
• Avalon Cologne Fresh, citrus cologne as part of the London Cologne collection. Priced at £99.
• Napier Cologne Uplifting cologne capturing the spirit of early 1900s racing scene with cypress, fig, dried fruits, patchouli, oakmoss, and amber. Priced at £51. Suitable for day and evening wear.
• Black Tea Body Wash Body wash from the Black Tea family, cleansing and nourishing body skin. Priced at £22.
• Black Tea Deodorant Clean deodorant from the Black Tea product family. Priced at £22.
• Ingrown Hair Treatment for Face & Body Treatment for face and body that helps prevent ingrown hairs and shaving bumps. Formulated with Salicylic Acid and Glycolic Acid. Priced at £24.
• Revitalising Scalp Care Shampoo Scalp shampoo with Octopirox for dandruff control, Black Cumin Oil for nourishment, and Pentavitin for scalp barrier strengthening. Priced at £21.
• Revitalising Scalp Care Conditioner Scalp conditioner with Macadamia Oil and Glycerine to lock in moisture, soothe irritation, and provide a cooling effect. Priced at £21.
• Barbershop Services Professional barbering services including haircuts, beard trims, and traditional shaves at four London locations (Sho, Covent Garden, Shoreditch, Broadgate). Services booked online via Zenoti. Includes complimentary refreshments including tea, coffee, beer, Harris Gin and Glenfarclas Whiskey, and all barbers are Mental Health First Aid trained.
• Mobile Barber Service On-site barber service for corporate events and private functions, delivered by the Murdock London barber team. Booked via [email protected].
• King's Road Black Tea Collection Gift Set Pre-curated grooming gift set including Black Tea Strengthening Shampoo, Black Tea Body Wash, Black Tea Deodorant, and Black Tea Cologne, packaged in a signature blue Murdock wash bag. Priced at £52.
• Grooming Gift Sets Pre-curated grooming gift sets including Redchurch St Beard Collection (£60), Daily Shave Companion (£39), Cologne Collection (£56), Black Tea Cologne Duo (£99), Patchouli Cologne Duo (£99). Targeted at gifting occasions including Father's Day, birthdays, and holidays.

Quantifiable outcome

• Products have received consistent positive customer reviews with ratings typically 4.4-4.9 stars on individual products
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• HarrodscoreChannel Partner/ Reseller/ DistributorUK luxury department store retailer stocking Murdock London grooming products. One of the most prestigious UK retail partnerships demonstrating premium brand positioning.
• John LewiscoreChannel Partner/ Reseller/ DistributorMajor UK department store chain with widespread retail presence across the UK, providing broad domestic distribution for Murdock products.
• Marks & SpencercoreChannel Partner/ Reseller/ DistributorMajor UK retailer with extensive store network, offering Murdock products to mainstream British consumers.
• NordstromcoreChannel Partner/ Reseller/ DistributorPremium US department store providing access to American luxury market consumers.
• Neiman MarcuscoreChannel Partner/ Reseller/ DistributorLuxury US department store chain targeting high-end consumers, supporting premium brand positioning internationally.
• Lookfantastic.comminorChannel Partner/ Reseller/ DistributorOnline beauty and grooming retailer providing e-commerce distribution channel for Murdock products.
• ASOSminorChannel Partner/ Reseller/ DistributorOnline fashion and lifestyle retailer reaching younger male consumers.
• ZalandominorChannel Partner/ Reseller/ DistributorLeading European online fashion retailer providing German market access.
• DouglasminorChannel Partner/ Reseller/ DistributorMajor European beauty retailer providing Polish market distribution.
• MeccaminorChannel Partner/ Reseller/ DistributorPremium Australian beauty retailer providing ANZ market access.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Truefitt & Hill: Historic London barber established 1805, offering professional barbering services alongside men's grooming products. Direct comparable as a heritage London barber brand with retail and wholesale product distribution, similar premium positioning to Murdock.
• Geo. F. Trumper: Iconic London barber since 1875, providing barbering services and a full range of men's grooming products including colognes, shaving products, and beard care. Closely comparable to Murdock in heritage, premium positioning, and product range.
• Captain Fawcett's: British men's grooming brand specializing in beard oils, balms, and styling products with a vintage aesthetic. Comparable to Murdock in product category focus (beard and shave) and UK heritage positioning.
• Proraso: Italian heritage men's grooming brand with broad product range in shave, beard, and hair care. Comparable to Murdock as a multi-category men's grooming brand with international distribution and barber heritage.
• Harry's: US-based men's grooming DTC brand offering razors, shave, beard, and skincare products. Comparable to Murdock in men's grooming category and multi-channel distribution (DTC + retail), though at much larger scale and with VC backing.
• The Bluebeards Revenge: UK men's grooming brand focused on beard care, shaving, and male skincare products with a vintage barber aesthetic. Comparable to Murdock in UK men's grooming market positioning and product focus on beard and shave categories.
• Anthony Logistics: US men's grooming brand offering shave, skincare, and body care products through premium retailers and DTC. Comparable to Murdock as a multi-category men's grooming brand with premium positioning and similar price points.
• Dollar Shave Club: DTC men's grooming brand offering razors, shave, and personal care products. Comparable to Murdock in category focus and multi-channel retail strategy, though differentiated by mass-market positioning and subscription model.

Broad incumbents

• Beiersdorf (Nivea Men): Global personal care conglomerate with the Nivea Men line covering shave, skincare, and deodorant. A broad incumbent competing across the same product categories as Murdock but at mass-market scale and price points.

Regional players

• Penhaligon's: British heritage fragrance and grooming brand offering colognes, shave products, and bath/body care. Comparable to Murdock in UK heritage positioning, cologne portfolio, and premium price points, with broader female product offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MurdockLondon
• Facebookfacebook.com/MurdockLond0n
• Instagraminstagram.com/murdocklondon

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Murdock London