Hair care brand REHAB. is launching a range of men’s hair care products, with Emily in Paris star Lucien Laviscount as the face of the line.
Launching on 22 October, the Men’s Collection from REHAB. debuts with three every day grooming essentials – the Hair & Beard Grooming Oil, Shower Milk for Him, and Hair & Body Cologne for Him.
The line, which has been in development for over a year, sets out to provide men’s hair and body care that “feels considered, elevated and effective”.
Vicky Ellis, co-founder of REHAB., told Cosmetics Business why now felt like the perfect time to add a men’s line: “We have seen growing demand from men who were already using and loving REHAB. products, particularly our hair oils.
“Today’s grooming landscape has evolved: men are embracing self-care, seeking high-performance formulas and design-led products that feel elevated rather than clinical.
“Launching a dedicated Men’s Collection now feels like the right moment, and a natural evolution for REHAB. as we expand our offering to meet this shift, bringing the same premium, results-driven formulations our customers know us for, in a way that speaks directly to the modern man.”
REHAB.'s Men's Collection launches with three products for hair and body
Earlier this year, the brand debuted a science-led body care range.
Partnering with British actor Laviscount, also known for roles in Snatch and Waterloo Road, for the launch, Ellis continued: “Lucien was a natural fit for REHAB.
“His energy, authenticity, and modern approach to grooming perfectly align with what the Men’s Collection stands for.”
The actor is a reflection of the consumer for the range, and Ellis added: “He represents the new wave of men who care about how they present themselves but do it in a laid-back, confident way.
“He brings personality, style, and credibility – he makes self-care feel aspirational yet accessible.”
The partnership with the actor is expected to continue as the brand further develops its Men’s Collection.
“We see this as the start of an ongoing partnership,” shared Ellis.
“Lucien embodies the REHAB. mindset of confidence and charisma, and he is effortlessly cool.
“He is not just fronting the campaign; he represents the lifestyle and self-assured energy that inspired the collection.
“We are excited to build on this relationship beyond the launch.”
This initial launch is just the beginning for REHAB.’s offering for men, as Ellis added: “We see men’s grooming as a key growth area for REHAB. and plan to build it into a full lifestyle offering that sits confidently alongside our women’s range.”
