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Men's Grooming Takes Off in LA

By Kathryn Romeyn | October 12, 2018 | Style & Beauty

H’wood's leading guys are looking better than ever thanks to this A-List ensemble of LA enterprises.

Guild-y Pleasures

barber-surgeons-guild-2.jpgAri Goldberg (right) and Justin Rome, M.D., the haute shots behind BSG.

In the Middle Ages, barber surgeons were razor-armed grooming and medical experts who performed haircuts and surgery on royalty, the wealthy and soldiers. In 2018 in West Hollywood, the Barber Surgeons Guild is where A-listers, professional athletes and Oscar-nominated talent go—confidentially, of course—to indulge in science-backed, high-tech medical treatments alongside luxury grooming services. “Men shower every day and deserve the best products, so we created the bioactive BGS HC01 Edition product line that just launched,” says founder Ari Goldberg. “Every couple of weeks guys get a haircut, so we have master barbers. And every month men should be receiving advanced clinical treatments, which are available in the medical suites.” The turnkey destination’s sensitive staff of experts, including renowned facial plastic surgeon Dr. Justin Rome, are used to hearing gripes like, “I don’t want to lose my hair. What can I do?” BSG gets right to it with advanced solutions such as robotic hair restoration, PRP and laser facials, and fat removal, from $899 to $15,000—tailored for their top-tier clientele. The medical area has a separate private entrance, while those who wish to mingle in the masculine, apothecary-case-strewn, speak-easylike lounge enjoy Stella Artois on draft, nitro cold-brew coffee and small-batch whiskeys, including single malts, ryes, bourbons and scotches—all complimentary, of course. What else for the ultimate 21st century boys club? 805 Larrabee St., West Hollywood, 310-975-7094,

A Knight to Remember

bryan-knight.jpgBryant Knight saw a need for more simplistic men’s grooming products, and he filled the void.

After years of experiencing frustration in his search for men’s grooming products with premium natural ingredients and a clean design, Bryant Knight took on a “personal quest to fill that gap.” His new Knight Co. ( label—minimal, smart and results-oriented—is the upshot of his unwavering eye for aesthetics and efficacy. The product of an iconic SoCal upbringing and carrying a fashion background, Knight knows what health-conscious, ambitious, stylish and socially aware men want. He noticed “female-focused brands scrambling to meet the demands of an evolving male culture that had outgrown antiquated taboos associating regimented grooming as being outside of accepted norms of manhood” and sought to be at the forefront of an emerging market. Knight’s three-step, made-in-USA regimen ($88) is designed to “honor the simplicity men seek when grooming.” Its standout fast-absorbing complete moisturizer is so good, a girlfriend or wife might steal it. True to concept, the easily pronounceable, natural ingredients (like aloe leaf juice, algae, avocado and eucalyptus) follow the less-is-more approach Bryant swears by. “Self-care and self-confidence go hand in hand,” he says. “If you look good, you feel good, so I like to think our products enhance a man’s sense of worth.”