Men’s grooming brand, Rock Face is cementing its position as one of the UK’s fastest-growing skincare names due to major retail expansion and record-breaking growth. Over the past 12 weeks, the brand has seen a 308% increase in overall sales.
In Tesco, Rock Face has outpaced competitors with 29.9% growth compared with 9% growth across the men’s category, while more than half of customers purchased multiple products, signalling strong scent-driven loyalty and brand trust.
This rapid momentum is being fuelled by Rock Face’s latest retail push, which includes the rollout of its refill range into 161 Waitrose stores nationwide this November and entry into seven WHSmith travel concept stores from early December, beginning with Manchester Airport T2.
Having launched the UK’s first refillable deodorant designed specifically for men earlier this year, Rock Face is driving a movement that combines sustainability, convenience, and premium fragrance, making every day grooming more accessible for modern men.
“It’s such an exciting step for us, and we’re confident our new products will boom well with guys looking for quality and innovation,” said Rock Face CEO James Wilkinson. “We’re bringing premium-quality fragrance experiences to where men already shop, making it effortless to look and feel your best every day.”
To support its retail expansion, Rock Face will roll out dynamic digital marketing screens across WHSmith concept stores, delivering bold, high-impact visuals that stop commuters in their tracks and reinforce the brand’s message of confidence and everyday elevation.
In Tesco, Rock Face is also launching a digital coupon campaign in partnership with Savvi this December, offering shoppers a free refillable case and refillable deodorant with any purchase using a Tesco Clubcard, tapping into the 70% of consumers actively seeking digital-first discounts.
The brand has also partnered with Tesco and Morrisons to host promotions for its loyalty card customers.
Building on the success of its best-selling deodorants, body sprays, and shower gels, Rock Face is also expanding its grooming collection with a new aftershave range in its signature scents Original and Power. Created in collaboration with leading fragrance houses, these scents deliver luxurious depth, balance, and longevity, all without the luxury price tag.
Wilkinson, who previously developed fragrances for Armani, brings high-end expertise to every product. Each Rock Face item is crafted to work harmoniously together, creating a seamless, layered scent experience that empowers men to own their routine from shower to spray.
