As expectations go, the grooming market for us boys was always going to be big, however exploding into the multi-billion dollar industry has thoroughly proved the doubters wrong. My colleagues at The Amazing Blog inform me that within that market, the growth of male fragrances has been extraordinary - a glance along the shelves in any perfumier exemplifies the range available. The array of bottles and concoctions designed in a myriad of shapes, colours and textures which would not be out of place in an art gallery, scream out for our attention - and of course our hard earned cash.
So, it is something of a breath of freshly scented air that Mr Vanguard arrived in 2017 offering up a discreet, and yet highly individual fragrance to challenge the huge marketing budgets of the larger brands. Founded by Emmanuel Omoyele he commented that he wanted to “Develop a new generation of fragrance, merging quality, innovation and style.” He was determined to create a debut scent that was distinctive and a brand that fed the psyche of the contemporary man. Thus, proving that success stems from the core certainty of a winning product, rather than the hype of a huge advertising campaign. And the groaning shelf of awards Mr Vanguard has been decorated with is proof positive that these guys have a true winner on their hands, being awarded Best New British Brand, in Pure Beauty Awards 2018.
The fragrance has top notes of bergamot, grapefruit and coconut, along with jasmine, lily of the valley and rose; we’re transported to the tropical climates of The Far East and The Caribbean, finishing with the base notes of amber, vanilla, cedar wood and patchouli. A complex mix, with several layers, but ultimately a fresh and clean scent that will not overpower. The bottle itself is a triumph of self-restraint - clean and clear glass, angular in shape, simple no nonsense masculinity. Currently only available online here and competitively priced at £64.99 for 50ml, this self-assured fragrance is fast garnering a wide and loyal following, with exciting plans to expand distribution and availability.