Grooming AB was founded in 2004 as the market for male beauty products began to pick up, with the aim of creating a broad and unique range of products for men skin care, shaving, hair care and styling, as well as perfumes for men. And provide expertise and advice. In December 2004, launched the webshop grooming | see 15 brands and now has expanded its range to more than 200 brands. We stand behind the store concept grooming | store and salon grooming | Studio, which was previously at Strandvägen 17 and Galleria skyscraper in Stockholm. Now we have outgrown our premises and therefore decided to focus wholeheartedly on the online store. As of June 2014, we keep to Instrument Factory, Ranhammarsvägen 20A in Bromma. Ever since its inception, Grooming actively worked to highlight the male skin care and has provided expert advice in several newspapers. During 2010-11 gave out Grooming Grooming Magazine, a magazine focused on grooming products for men.