Basil sits at the centre of the range, grown year-round in English vertical farms where the water, light and growing conditions can be carefully controlled. It means using far less water, avoiding pesticides and harvesting a consistently fresh crop close to home. Alongside other naturally derived ingredients, that basil goes into a tight line-up of cleansers, moisturisers and body washes that smell fresh and botanical rather than artificially perfumed. The dark green packaging looks suitably sharp, too. If men’s skincare usually feels like more trouble than it’s worth, these guys are well worth knowing about: clean, effective and fresh-smelling products without the complicated routine.