Maddox Street, Mayfair · for men

Hair that does what you tell it. Nobody will know you've had it done.

I've been perming since 1991 and straightening since 1999, on blokes the whole way through. You don't need to know what it's called. Tell me what your hair is doing and I'll tell you what fixes it.

Book · from £139.95 Men's prices

2 minyour new morning, not fifteen
Naturalthe finish, always
2–3 monthson a short cut: your haircuts take it out

What's your hair doing?

Frizz. Fine at 8am, a hedge by lunch.Straightment DemiDOWN →Curl you don't want. He cuts it short so it can't curl. It curls anyway.Straightment DemiDOWN or Permanent →Sides that stick out. The top behaves, the sides have other plans.Sides only →A cowlick. One patch at the crown with its own opinions.Just that patch →Flat hair. The clay goes in, the hair gives up by eleven.Wavement ColdUP →Thinning on top. You can see more scalp than you used to.Root volumeUP →Had a transplant. The new hair grew back a different texture.Let me sort it →Grey gone wiry. The grey came in and brought its own rules.I need to see it →

Nobody will know

Men's work lives or dies on one thing: it can't look done. So I stop short. People tend to say you look well. They don't ask what you've had done. That's the entire brief.

And if it's a cut problem, not a chemistry problem, I'll tell you. A good share of the men who ask me about this need a different haircut, not a treatment. That costs you nothing to find out.

I get it. I've done it for years.

I've been doing this on men since 1991: every hair type, every problem. I've done so many that I usually know what you want before you've started talking.

You've probably seen it on someone else and thought: I want that. You've probably also told yourself it'll look done, it'll smell, it's for women, your mates will notice, you haven't got the time. I've heard every one of those, more than once. None of them should stop you.

It's easier than you think. You sit down, you tell me what annoys you about your hair, I sort it, and you get on with your day.

Two directions. That is all there is.

DOWN is Straightment: less curl, less frizz, less bulk. On men I use Straightment Demi or Straightment Permanent, and I choose which one your hair needs. You pay the men's price either way.

UP is Wavement: more movement, more grip. Wavement Cold puts texture into flat hair; root volumeUP lifts it where it lies down.

Nothing is 100%. Straightment Permanent takes 80%+ of the curl out, for good on the hair it treats. Anyone who promises you more than that is selling something.

Not sure? Two ways to find out

Online consultation, £9.95: a questionnaire and six photos so I can prepare, then I call you back within 72 hours, usually the same day. It covers my own treatments only.
In person, £74.95: for hair with history. Colour, bleach, a transplant, somebody else's treatment.
Neither comes off a treatment. Every treatment already includes a proper look at your hair in the chair on the day.

Where

Maddox Street, Mayfair W1, a minute from Oxford Circus. By appointment only, so nobody's queuing and nobody's watching. There may be one other client in. Men book here all the time.