Heritage
A house, in its own words
Lavish Care was founded in 2016 in Thessaloniki, in northern Greece. The city carries a recognisable barbershop heritage, which gives the brand's name and positioning a specific home rather than a borrowed identity. Rather than presenting itself as an old perfume house, the company built its catalogue around the daily rituals of men's grooming: shaving, hair maintenance, skin care, and fragrance. Its approach draws on the atmosphere of the Greek barber shop, a setting where shaving is treated as a ritual and where scent has always played a central role in the experience. The 2019 launch of three fragrances, Instictus, Indicus, and Blundus, marked a clear expansion beyond core grooming formats into scent. No individual founder names or perfumer attributions have been verified in the available sources, so the history of the house is best understood through its city, its founding year, and the way its product range has grown from barber-focused essentials into a broader men's grooming line with its own signature fragrances. Lavish Care's creative vision centres on the barber shop as a cultural reference point. The brand frames men's grooming as something worth time and attention, not a rushed afterthought before work. This is reflected in a product philosophy built around experience rather than necessity alone, with the barbershop serving as both muse and setting. The house's approach to scent follows the same logic. Fragrances such as Instictus, Indicus, and Blundus were created to sit within a broader grooming context, completing a routine rather than existing as isolated perfume purchases. The brand's naming, with terms drawn from Latin and classical references, signals an interest in heritage and gravitas while remaining aimed at contemporary wearers. Its communication consistently returns to ritual, atmosphere, and the character of the individual who chooses to take care of himself. The result is a clear, focused idea: recreate the attentiveness of the traditional barber through modern grooming and fragrance products.