Kings is an ethical aftershave and grooming brand with a mission – “to empower men to live healthier and happier lives”.


All our products are certified ‘Made in Britain’, registered with The Vegan Society & Cruelty Free International, contain no parabens or palm oil and are made using natural essential oils.


We also fund men’s mental health projects and we are committed in raising awareness and driving the conversation on mental health. We work with partner charities and have big plans to launch our own social initiatives in the near future.


Our positive impact won’t stop there. Kings will also encourage men to challenge the unhealthy, unrealistic ideas that society holds about masculinity; ideas that often contribute to men’s anxiety and low mood.


We invite you to join a movement that empowers them to think independently, break the mould and live by their own definition of ‘being a man’.


To hear the story behind Kings, please watch the crowd fund campaign video below.

The Kings Story – By Blué O’Connor (Founder/Director)


Why the world needs Kings


Kings was born out of my personal struggles with mental health. I’d always suffered from social and general anxiety, and during my mid-twenties this progressed to high levels of anxiety, stress and a bout of what I now know to have been depression.


Everything came to a head the day before my 25th birthday. While driving home from work, I suddenly felt severe pain in my chest and numbness in my hands. I thought I was having a heart attack – but I later realised it was a panic attack.


As a man, I felt an overwhelming sense of shame. In my mind, it was down to me to solve this problem and I had to do it alone. I felt trapped, because although I knew I needed help, I believed that reaching out would be ‘unmanly’ and ‘weak’.


I carried on until the situation got so bad that something had to change. I started to address my whole lifestyle – diet, social life, career, thinking patterns and more. Eventually, I quit my job to travel the world. I felt the urge to get away to readdress my life, gain perspective and remove myself from my comfort zone.


I was lucky that I was in a financial position to take time out. Having grown up in one of Bristol’s most deprived areas, I was all too aware that many other men do not have this luxury, or access to the support they need to beat anxiety and depression.


My incredible round-the-world trip gave me the time and space to realise what I was passionate about: social change!


The Birth of a Mission-led Grooming Brand


When I returned to the UK, I changed my career and also became a youth mentor. At the time I was struggling to find grooming products that were a good fit for my values and lifestyle. There seemed to be no quality aftershaves that were ethically produced and cruelty free. And there were definitely no aftershaves that ‘gave back’ to the causes close to my heart.


Out of this frustration, the idea for Kings – a grooming business with a mission – was born. I decided to create a ‘social enterprise’ that would use profits to empower men to live their best lives.


I can’t do this alone; but with your support I can grow Kings, and together we can help build a world of healthier, happier men.


Kings Social Impact


Kings will reinvest a percentage of profits into men’s mental health projects. So when you shop with Kings, part of your money will go directly towards empowering men to turn their lives around.


Kings currently supports two partner charities – Mentoring Plus and Bristol Mind.


Mentoring Plus train and support adult volunteers to mentor 7 to 21 year olds needing extra support with family, education, emotional needs and employability.


The Bristol branch of the nationwide charity, Bristol Mind exist to promote the well-being and recovery of people living with mental health problems.


At Kings, we also have big ambitions to launch many of our own social initiatives. The first and flagship project is to build calisthenics parks (urban gyms) in areas of high deprivation with the aim to improve young men’s health and well-being, raise aspirations and encourage personal development.


You can join the movement by following us on socials and supporting us in any way you can.

#KingsTribe #RedefiningMasculinity.