Every man should have a grooming ritual that feels like a moment of calm. Not rushed or routine, but something that grounds the day. For me, that ritual has always involved a touch of fragrance, a clean shave, and products that carry history and craftsmanship. That’s exactly why Floris London remains a firm favourite in my cabinet. Their Elite Gentlemen’s Grooming collection in particular brings together everything I appreciate about British grooming: understated luxury, tradition, and performance.
Founded in 1730, Floris is not just a brand with a story. It is the story. The oldest English fragrance house, still family-owned and still operating from 89 Jermyn Street in St James’s, Floris is synonymous with elegance. From royalty and statesmen to actors and poets, their client list reads like a who’s who of British history. But what I love is that despite this legacy, their products never feel old-fashioned. They feel timeless.
This week I restocked my Elite Aftershave, and it reminded me why I keep returning to this line. There is something about the fragrance, the feel of the product on the skin, and the quiet confidence it gives that makes it stand out.
The Fragrance: Freshness and Warmth in Perfect Balance
Elite is one of those scents that doesn’t try to overwhelm. It speaks softly, but with real character. It opens with a clean citrus burst, slightly green with notes of bergamot and lemon, softened by the aromatic presence of bay and lavender. But it is the dry down where it comes into its own. The fragrance develops into a warm and woody base of cedarwood, patchouli and sandalwood, supported by amber and musk. The result is something that feels clean, classic, and masculine, with a distinct British sensibility.
It is not brash or overly trendy. It is confident and composed. You get the sense that this is the kind of fragrance someone wears for years. It becomes part of their signature rather than a seasonal change.
Performance and Feel
The Elite Aftershave is not just about scent. It is about care for the skin. After a wet shave, it soothes without stinging, hydrates without feeling greasy, and leaves the skin feeling smooth and refreshed. The fragrance lingers subtly, never overpowering, which I appreciate. You can wear it on its own for a light trace of scent or layer it with the matching Eau de Toilette if you want a longer-lasting impression.
What makes it stand out is the quality of the formulation. It feels refined. You can tell this is a product made with attention to detail and high standards. And that is exactly what you want in your grooming routine. No gimmicks, no unnecessary complexity. Just proper ingredients that do the job and do it well.
The Full Routine
Although the aftershave is the star of the show for me, the full Gentlemen’s Grooming collection from Floris is worth exploring. Their shaving soap in the traditional wooden bowl is a nod to old-school elegance and produces a lather that is rich and cushioning. The Elite scent runs throughout the range, so everything works in harmony. From the moment you start lathering your shave brush to the final splash of aftershave, the experience is cohesive and comforting.
For those who prefer a more modern take, there is also a shaving cream and a balm. Both deliver excellent performance and allow you to tailor your shave to your preference. The cream is perfect for quick weekday mornings, while the soap and brush routine feels more indulgent, perhaps reserved for weekends or when you want to take your time.
A Gift Worth Giving
With Father’s Day approaching, it is hard to think of a better gift than something from Floris. Whether your father is someone who has used traditional grooming products for years or someone who could do with a gentle upgrade to his routine, the Elite collection is a perfect fit. It looks the part, smells incredible, and performs beautifully. It is thoughtful, practical, and quietly luxurious.
Presentation is another thing Floris gets just right. The packaging is elegant without being flashy. The bottles and jars feel weighty and well-crafted. When you give or receive something from Floris, it feels considered. It feels special.
Final Thoughts
In a world of over-complicated skincare routines and ever-changing trends, Floris remains refreshingly consistent. The Elite collection embodies the best of British grooming: classic but not old-fashioned, understated but full of presence. It delivers where it matters most: comfort, scent, and a sense of occasion.
This is the kind of grooming product that becomes part of your story. You begin to associate it with how you feel when you are at your best. Whether it is preparing for a meeting, a night out, or just a quiet morning at home, using Elite brings a sense of calm assurance.
For me, it is not just about looking sharp. It is about feeling ready, composed, and quietly confident. And that is exactly what Floris delivers, every single time.