Doers of London

Doers of London is a men's skincare and grooming brand that began in London and now trades from the Netherlands. The company dates its founding to 2019, when it put its first three products on sale from a small London studio [2]. Its range covers face care, shaving, body care and hair care, and it presents itself as an answer to what it calls the "shortcuts" of the men's grooming market.

The brand is small and privately run, and it does not name its founders. It is notable less for scale than for how much it publishes about its formulas: a long free-from list, Vegan Society approval and a partnership with an ingredient-transparency service. It remains active, and its own timeline carries an entry for 2026.

According to the company, the idea came from a shopping trip rather than a laboratory. In 2019, it says, a small group of London-based founders walked the aisles of high-street pharmacies looking for men's products that worked. What they report finding was either "watered-down formulations dressed up in premium packaging" or clinical products made for women and rebranded for men. Their response, in the brand's telling, was to build a range themselves.

On its transparency page the company describes the founders as "self-made entrepreneurs" who saw a gap in a crowded grooming market, where a high price did not always mean clean ingredients and natural products did not always perform. A company-written profile on the Provenance directory repeats the 2019 date and the "self-made" framing [7].

The founding year is not entirely settled across sources. The brand's own pages and its Provenance profile give 2019, while COSH!, a Belgian sustainable-shopping platform, states that Doers of London "was founded in 2018" [8]. This article follows the company's own date.

The brand's first year brought early outside attention. In October 2019 the men's lifestyle site Uncrate featured its Shave Cream in its grooming section [6], one of the few pieces of press coverage that can be traced directly.

The company's own timeline marks the next steps. By 2021, it says, it had passed 10,000 customers and been featured by GQ, Esquire and Uncrate; the GQ and Esquire features are stated by the brand rather than independently documented. In 2023 Doers of London expanded into what it calls "a full skincare and bodycare line" and launched in 18 markets across Europe [2].

The business is no longer run from London. The brand still carries the city in its name and describes itself as "born of the city", but its trade address is in Stadskanaal, in the Netherlands [5]. The about page describes the current team as "a small team of formulators, designers and operators based in the Netherlands". London therefore remains the brand's place of origin, while the Netherlands is where it now operates.

By 2026 the company was stating that more than 80,000 men use its products as part of their daily routine [2].

Doers of London builds its identity around a contrast with the rest of its category. "The men's grooming industry is built on shortcuts," its about page says, arguing that many products are made to feel good for five minutes rather than to work over time, and that brands lean on marketing, celebrity faces and packaging. The company describes its own approach as the opposite: products formulated by skincare professionals, made in vegan and cruelty-free facilities, and "priced honestly".

The brand sums up its mission as the belief that men "shouldn't have to choose between style and substance". It lists four values on its about page: "No bullshit", "Honest pricing", "Practice what we preach" and "Built for the long run". A second set of principles on its transparency page adds the ideas of focused formulas, natural ingredients with traceable origins, and small production batches that let it keep revising formulas and packaging.

The tone is direct and deliberately informal for the category, with lines such as "No corner-cutting" and "For men who give a damn". The brand's tagline describes the range as "clean skincare against the daily grind". Its Stories blog fits the same theme, with short profiles of working people built around personal mottos about effort and ambition.

The range is organised into face, body and hair. On the face side, the company's bestseller list includes the Hydrating Face Cream, Facial Cleanser, Shave Cream, Hydration Serum, Clear Serum and a Detox Mask. Body care consists of a Hand & Body Lotion and a Hand & Body Wash, and the hair line includes a Shampoo, a Detox Shampoo and a Conditioner. Several products are also sold as routines and kits.

The Shave Cream is the product with the clearest outside description. Uncrate wrote that it is rich in omega-3 to help moisturise the skin and uses organic green tea extract and vitamin E to reduce irritation caused by shaving.

Much of the brand's message rests on what it leaves out. The company says every formula is free from parabens, PEGs, SLS, SLES, silicones, mineral oils, glycols, TEA, DEA, synthetic fragrances and synthetic colours. It also describes its ingredients as "organic and natural". COSH! notes, however, that the brand holds no certification for natural or organic cosmetics, so these descriptions cannot be checked against an external standard.

On testing, the company says every product is dermatologically tested to reduce the risk of skin irritation. It also says each production batch is tested to contain less than 0.00001% nickel, which it describes as "among the strictest standards in the industry" [3]. COSH! highlights the nickel testing in its assessment, noting that many people are allergic or sensitive to the metal.

Doers of London has partnered with ClearForMe, an ingredient-transparency service. A QR code on each product links to plain-language explanations of every ingredient, drawn from public health and regulatory bodies rather than from the brand itself [3].

### Certifications

The brand states that every formula is certified vegan and cruelty-free by the Vegan Society [3]. Sources differ on a second label. COSH! writes that the products are also approved as cruelty-free under the Leaping Bunny programme [8], while the brand's own site credits both its vegan and its cruelty-free status to the Vegan Society alone and does not mention Leaping Bunny.

On Provenance, a directory that reviews sustainability and product claims, the company has a claimed profile listing six validated claims across 11 products [7]. They include "Clinically Tested for Efficacy", "Partly Recyclable Packaging" and "Protecting Water Quality". Provenance states that these claims were checked against publicly available certification data.

The company's packaging policy follows a simple order of preference. It says it replaces plastic with aluminium wherever that lowers the overall footprint, and uses recyclable plastic made from post-consumer recycled material where plastic is the better option. Secondary packaging is kept to a minimum, and where it is needed the brand uses FSC-certified paper, meaning the wood comes from sustainably managed forests.

COSH!'s assessment gives the brand credit on ingredient transparency, noting detailed ingredient lists and website explanations of what each ingredient does. It is more critical on supply-chain openness, stating that "when it comes to ethical transparency, Doers of London can certainly do better" [8], because the brand says little about where its ingredients come from or about working conditions at its production sites. COSH! also discloses that the brand appeared on its platform through a paid contribution from one of its listed shops.

No awards are documented. Uncrate's 2019 feature on the Shave Cream is the press coverage that can be confirmed. The brand also says it has been featured by GQ and Esquire, which it places in 2021.

Doers of London is active. Its webshop is live, its site carries a 2026 copyright notice, and the latest entry on its own timeline, dated 2026, reads: "The work continues." The brand describes itself as having more than 80,000 customers. It sells directly online and also invites retailers to stock the range through a reseller programme. It operates from Stadskanaal in the Netherlands, while keeping London as both its name and its stated origin.