Stroven is an independent developer and manufacturer of high-quality men’s fragrances and grooming products, with 10% of all profits supporting British veterans and men’s mental health and suicide prevention charities in the UK. 

Taking the time to look after our appearance can make a huge difference in how we feel about ourselves, so let’s make that easier. If you smell good, you feel good. And when you’re using Stroven in your daily routine, you feel even better knowing that you’re actively supporting some of the most vital mental health services in the UK. 

As well as providing excellent products that rival big-name brands, we want Stroven to become a community that opens positive communication around men’s mental health. 75% of all suicides in the UK are men. Our social channels, newsletters and blogs are a safe space for sharing real-life experiences of mental health, as well as tips and tricks for developing healthy coping mechanisms and a positive attitude towards dealing with anxiety, depression, PTSD and whatever else life throws at us. 

When my marriage fell apart in Spring 2021, my life was turned upside down. I was forced to give up my house, my beloved dogs, and deal with the heartbreak all whilst being expected to carry on with life as normal. The consequent depression hit me like a tonne of bricks, and I found myself turning to unhealthy coping mechanisms and shutting myself off from the support I desperately needed. With the help of some amazing charities, alongside the unwavering support from family and friends, I was able to start getting my life back on track. 

As part of rebuilding my life, I knew I wanted to start running my own business, and support mental health charities in the process. I am still today a serving member of the Royal Air Force, and supporting veterans and the wellbeing of serving military personnel is important to me. I had run small operation side-gigs when I was first deployed in Cyprus, and I enjoyed having something to focus on outside of work that still felt productive, allowed me to earn money and build a network of clients. This was something I wanted to recreate, but scalable. I wanted whatever I did next to be big, a household name. Big enough to allow me to retire early and spend time with the family I hope to build one day. 

When the idea of men’s fragrances and grooming products came up, it didn’t take long to see the potential. Taking pride in my appearance, especially when it comes to my ridiculous ginger beard, this felt like something I could really believe in and put my heart and soul into. Stroven was born! The amount of work it has taken to get here has been insane, and I’ll never underestimate the sleepless nights and anxiety that comes with creating a strong, passionate brand from a kitchen table.