The changing nature of male grooming over the past few years has been an interesting phenomenon to watch. Put simply, there is a stampede underway to appear relevant, with the industry rapidly disowning the dated alpha-male tropes of old-school razor ads and instead trying to chime with the sensibilities of a more enlightened modern male.

Saunders & Long is a brand that understands this. Founders Jonathan Long and Nick Saunders have created products that focus on functionality. Their mission: to simplify grooming. Or, as Jonathan told me: ‘we wanted to fill a gaping hole in the grooming industry, as everything is either heritage or new-style barbering.’ And there really is a radical simplicity at the heart of their range: a standout example is The Long Weekender, a five-in-one shampoo, conditioner, body wash, shaving cream and dry groomer, perfect for everyday convenience, and in particular, for travel.

Saunders & Long products are made for modern men and busy lifestyles

Jonathan explains that instead of spending on ad campaigns and social media, Saunders & Long’s strategy is to invest in working with the very best cosmeticians. Its chief chemist is Stephen Musumeci, former chief chemist at Kiehl’s, and its master perfumer is Francois Robert, a fourth-generation perfumer with more than 40 years of experience. Long says that by ‘spending 10 years testing products in my London salon and tweaking in Stephen’s US lab’, Saunders & Long exploited an opportunity that gives the brand standout in a sector that often over-concentrates on marketing.

This simplicity is intriguing, as the men behind Saunders & Long are anything but uncomplicated. Jonathan Long is a live wire hairdresser and serial entrepreneur whose salon, Lockonego on the King’s Road, numbers many male celebrities among its clientele, including Theo Walcott and Mateo Kovačić. Meanwhile, co-founder Nick Saunders was educated at Harvard and Oxford and has, among other things, worked as a Hollywood film producer.

The Saunders & Long range is thus the brainchild of two men who appear to have discovered a vocation making practical, unfussy grooming products, and in doing so they may well help make the life of modern man simpler, so that he may find his.

Four Saunders & Long products to simply your life:

The Long Weekender 

A five-in-one shampoo, conditioner, body wash, shaving cream and dry groomer. Its creators describe it as ‘as essential to travel as your passport.’

Condition & Groom 

Both a styling product that conditions the hair, as well as providing a memory hold. It is the perfect way to get a naturally styled look.

Foaming Cleanser

A gentle foaming cleanser that can be used for the hands, face and body. It differs from a traditional body wash, with a liquid base that foams through an aerating delivery system to provide a rich, but thorough cleanse.

Detox Shampoo

Designed to do the ‘heavy lifting’ on the day-to-day build-up of product, pollution and life.