Think of cosmetics and salespeople in white coats and everybody thinks of Kiehl’s. Kiehl’s started out as a homeopathic pharmacy in 1851, it now has over 1,000 points of sale worldwide with an exceptionally large male clientele base. Written by Wes Viana Ferreira.

My first memories of the brand started in the US – where the brand was founded. All stores have a minimalistic feel to them and make you feel at home no matter where you are.

I especially reminisce the Santa Monica store – close to the Brentwood country mart – and use of Kiehl’s toiletries at the Chateau Marmont. The products have a comparable design to their ingredients: simple and practical. No funny extras.

With their newly introduced Grooming Solutions, Kiehl’s is catering solely to the contemporary man. And that is someone with limited time, looking for the perfect result. What better way to save time then to combine a conditioner and shampoo? The Nourishing Shampoo + Conditioner feels like a quick mask for your hair and is paraben and sulphate free. The styling products in the collection come in easy-to-travel packages and there is a product for every type of styling job.

Wondering why all stores feature a skeleton? His name is Mr. Bones and he represents the pharmacy heritage and the time when one of Kiehl’s founding members would use it during consultations to explain patient’s ailments.

The Grooming Collection is available from July at 4 exclusive retailing points (Bijenkorf) and online at www.kiehls.nl. Nourishing Shampoo + Conditioner, 75ml. Clean Styling Gel, €19.50. Creative Cream Wax, €23.00