Cutting through the noise since 2013.
The Brotique was founded by Richard Murphy in Edinburgh in 2013. What started as a men's store became a community, and is now a guide trusted by men the world over.
Why we do what we do
Men's grooming is full of noise (endless products, big claims, not much honesty). We've spent over a decade cutting through it: testing, comparing, and learning what actually matters, so you don't have to.
We're not here to sell you everything. We're here to help you choose well, look after yourself, and get on with your life.
From a pop-up to a guide
The journey
A shop in 24 days
2013
The Brotique began as a pop-up in the front of a design studio, built, stocked and opened in 24 days. In November 2013 it took root on St Stephen Street, among Edinburgh's independent boutiques, barbers and cocktail saloons.
More than a shop
2014
A bigger home on Queen Street followed, with a bar, a café and a barber. It grew into the hub of a community: a men's store that people actually wanted to spend time in.
The original obsession
Beards
We started with beards, because we'd worn them for years and knew how hard they are to keep looking good. Before long we held the largest and finest selection of beard oils in the UK, and a wealth of hard-won knowledge to go with it.
Cutting out the noise
2018
By 2018 we realised the most useful thing we did wasn't selling. It was helping men choose the right thing. So we stopped buying and selling directly, and put our expertise to work as a guide. Our Edinburgh store also became the launch pad for Quarters, our barbershop.
A guide, for everyone
Now
Today The Brotique is digital-first and global: a space created by experts to help men look after themselves. Real advice, curated by humans. The straight-up facts you need to make the right call.
“Real advice, curated by humans.”
Start with the Journal
Everything we know, written down. Begin with the guides, or browse the stories.