Since 2006, NOAH has served as an authority in the world of grooming, niche fragrance, and barbering. Since our inception, we’ve learned that grooming is more than a product or service - it’s a ritual, a reclamation of time and a service of self. We are what we repeatedly do; this is the Nature of a Habit.
Ours is a considered and curated range – we deliberately don’t stock everything, and every item carries our steadfast tick of approval. It’s never been about the most expensive or the most prestigious, but the perfectly singular thing suited to the task at hand. It’s about excellence and a respect for objects and processes with enduring value, evident from the outset.
Can grooming make your life better? Absolutely. Elevating basic grooming rituals to enjoyable processes is central to our raison d’être. We’re not just about getting it done, but slowing down and finding pleasure in the process. We might not get it right immediately, and that’s the fun of it: perfecting a routine and getting it right, striving for individual excellence. This is the quiet power of a good routine. We believe in buying less, but buying better – investing in high quality items for frequent use, and repairing them when they break. We stray away from the disposable.
Nature of a Habit is what we abide by, and what we champion. Life is a project shaped by habit and ritual, and we are honoured to be a part of yours.
- The NOAH Team