The fine art of the perfect shave

Oils are generally softer and more moisturising, but a cream will work into a lather that helps the shave along. “It’s essential to properly soften the stubble, so do so with soap beforehand. Lathering will also lift the hairs and make them easier to slice through with the razor,” says Hughes.

In terms of direction, he says it’s essential to shave with the grain, instead of going against it, following the direction of the stubble instead of hacking through the opposite way, and for post-care: opt for a scentless balm, odorous ones will likely contain alcohol.

It’s a tough old time to be a fellow who’s fond of a clean jawline. The hipsterisation of men’s grooming led to a boom in all things hirsute, with hairy tufts replacing fresh faces. Razor sales have dipped dramatically and the pandemic saw Gillette report a “pandemic-related consumption decline”. Last year, the go-to brand reported a further fall in sales. Which is a shame, because the shave’s a small moment in a man’s day that’s entirely for himself, and alongside the behemoths there are some great brands out there from the everyman ones like Harry’s to the charm of more traditional offerings like DR Harris or Geo F Trumper.

Reaching for the razor should be a pleasure rather than a grinding chore. 

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