Gordon

Gordon, which markets itself as Gordon Shaving, is an Italian men's grooming brand specialising in beard care, shaving and hairstyling products alongside barber-shop tools and accessories. It is operated by Labor Pro Srl, a hair and beauty supply company based in Empoli, Tuscany [8]. The brand pairs Italian manufacturing with English-style naming and packaging, and sells chiefly through professional and barber-supply channels rather than mainstream consumer retail.

Gordon presents itself under the line "The Art of Hair and Beard care" and describes its purpose as offering tools and products for "the man who loves taking care of himself and the barber who chooses quality." It remains active, with a current online catalogue and distribution across several European markets, including Italy and Poland.

Gordon's founding date is not settled in the available sources. Some barber-supply distributors state that the brand was "established in 1944," a figure echoed in retailer catalogue copy [11]. That year is not confirmed on Gordon's own website, which gives no founding date, and it predates its parent company by more than two decades, so it is best treated as an unverified heritage claim rather than an established fact.

The parent firm, Labor Pro Srl, was founded in 1967 by Giuseppe Bruccoleri as a family workwear business that later specialised in the hairdressing sector [8]. His sons Simone and Claudio Bruccoleri joined in 1989 and broadened the company's range of hairdresser equipment; they now serve as its CEOs [8]. The business was renamed "Labor Pro Hair" in 1997 and shortened to "Labor Pro" in 2012 [8]. Labor Pro describes itself as "a landmark of the Hair & Beauty industry" and operates from Empoli, in Tuscany, distributing across European and other international markets [8].

Gordon positions itself around Italian professional craftsmanship for male grooming, combining what it calls "made in Italy professional excellence" with an English-style visual identity [1]. According to the company, the range was built on an understanding of barbers' needs and market research, with an emphasis on ergonomic design and durable materials aimed at salon use.

The brand's products are oriented toward professionals and the salon channel; one of its gift kits is framed as "the safe gift choice from your trusted barber." It is not exclusively trade-only, however, as several retailers also sell the products directly to consumers.

Gordon's catalogue spans beard care, wet shaving, hairstyling and barber accessories. Beard and shaving lines include a shaving fluid, an alcoholic aftershave described as having "the typical texture of classic Italian barbershop," softening creams, pomades and a tonic oil. Hairstyling covers waxes, pastes and pomades in varying hold strengths, along with a men's shampoo that the brand says is made with surfactants of vegetable origin. The barber range extends to capes and aprons, tool holders, neck brushes, towel warmers and blade-maintenance products.

The company highlights naturally derived ingredients across its formulas. Its beard tonic oil features extracts of calendula, mallow and althea (marshmallow), while an exfoliating scrub uses volcanic sand and micronised olive stones; retailer descriptions also cite aloe vera and organic chamomile. According to one distributor profile, every element of the range "has been created by Gordon's laboratories" through research into naturally sourced ingredients, and the products are described as dermatologically tested [9][8].

Gordon's packaging is presented as part of its quality and environmental positioning. A distributor profile states that the brand uses aluminium packaging "in representation of traditional English style" and describes it as "100% recyclable," adding that aluminium "assures quality and stability without loss of freshness and fragrance of the products" [9]. The brand's products are manufactured in Italy.

Gordon is active. Its e-commerce site carries a current product catalogue, and its parent, Labor Pro Srl, remains in operation in Empoli, Tuscany. The brand maintains Instagram and Facebook accounts and is distributed through professional and barber-supply retailers across several European countries.

Its public profile sits within the trade rather than consumer beauty media. Gordon does not appear in major English-language editorial coverage of Italian shaving culture and has no Wikipedia entry, in contrast to better-known Italian names such as Proraso [13]. This reflects its professional, barber-channel positioning more than its scale.