Since Ape to Gentleman’s first male grooming post way back when in 2009 – we have ever since, kept abreast of the changing face of the industry. And in these nearly ten years we’ve seen some epic creations, some mediocre and some terrible. It’s been a fascinating decade.
One brand constantly on our radar but one on our radar’s outer limits is Horace. A French brand, and before we go any further – the French know their skincare like no other. We’ve always admired it from afar. Impressed by its superbly stylish product packaging, quirky marketing and simple premise, “natural, easy and pleasant to use, and really really efficient: they are all formulated using ingredients with proven benefits.”
“Natural, easy and pleasant to use, and really really efficient: they are all formulated using ingredients with proven benefits.”
Horace has built its reputation on the Continent – wildly popular in its home country of France and beyond. But it never really made a great splash across The Channel and into the open arms of the UK market. Until now. For Horace’s male grooming essentials have arrived on our fair shores.
The Horace story is as wholesome as it gets – male grooming aficionados with unsatisfied experience in the male grooming market. And after trying practically every product out there, they decided to create their own. An aim of producing the best products but at fair prices. A direct to consumer brand made for kings. And best of all – the brand included and includes its customers in the production of its product offering. You might even consider becoming a Horace tester to really ingratiate yourself into the Horace dream.
Branding and statements are one thing but for this partnership Horace sent us a key selection of its products, of our choosing to thoroughly test. And we are pleased to report not only did they look seriously handsome in our bathroom but they performed majestically…
Purifying Face Cleanser £11 – a face cleanser designed to purify skin and regulate sebum. The result is soft skin with no tight or dry feeling. Face Scrub £10 – incredibly gentle yet thorough, this face scrub gently removes impurities and deeply cleanses, unclogging pores and leaves skin clear and healthier. Formulated with seeds and butter extracted from Murumuru, a Brazilian palm tree known for its nourishing benefits it’s a superb facial scrub. And to finish, the Mattifying Face Moisturiser £13 – crafted for all skin types (and beards) it expertly moisturises and matifies your skin without leaving a greasy or oily residue. You’re only left with an addictive almond scent (from organic plum oil).
Next up was hair care and Horace’s Gentle Purifying Shampoo £11 – a sulfate-free shampoo suitable for normal to oily hair owing to its sebum-regulating ability. A light citrus and mint scent will leave hair feeling fresh, while red ginseng encourages growth of stronger and more resilient hair. And babassu oil protects and nourishes the hair and scalp. And to finish, its Strengthening Condition £13 – a natural conditioner formulated to moisturise and soothe hair and scalp. It delivers body and tonicity, while kokum butter nourishes and provides a healthy shine. There’s also an extra dose of ginseng to strengthen and tone your hair. The formula is gentle and suitable for all hair types. We also finished our hair care routine with the brands’ Texture Hair Styling Spray £9 – a modern day essential styling product or texturising hair styling spray it delivers that coveted “I just got back from the beach” look. Providing texture, body, and a light hold without weighing hair down.
We washed our torsos with the Orange Blossom / Petitgrain Shower Gel £9 – reminiscent of a Moroccan garden. Scented with orange blossom and petitgrain, your shower is transported to a warm sunset landscape, just before a dinner under the palm trees. This dream is of course backed up by a raft of legitimate ingredients including gentle natural cleanser, working their magic without irritation thanks to the coconut by-products it contains. And finally, a dose of witch hazel floral water will soothe your skin. And the finishing touch is Horace’s natural Deodorant £11 stick – released after a staggering 2 years in development. It is of course alcohol and aluminium-free, and contains no harmful ingredients. It effectively reduces odours and crucially never leaves white or yellow stains on your favourite shirt. The masculine scent is delivered courtesy of eucalyptus, sage, and rosemary scent, while the entirely easy to apply offering leaves no sticky residue.
You’ll have seen by now the ridiculously low price point for a brand which delivers on key areas – design and style, natural ingredients and efficacy. Horace represents the value proposition of 2018 and beyond. And if you don’t believe me, take a look at the brands product reviews at horace.co/en to read to the plethora of satisfied customer feedback. Allez les Bleus!
A paid partnership with Horace – words and opinion are Ape’s own.