Hardwicke’s of California, a rising men’s self-care brand rooted in California craftsmanship, is introducing a new approach to grooming with its intentional “slow shave” philosophy — encouraging men to rethink the daily ritual of shaving with greater purpose and presence.
Skimming through any lifestyle publication, infographic, or TikTok feed, it’s not hard to get caught in the conversational tides of “self-care.” This wellness concept-turned-booming-billion-dollar industry in the last decade has brought a sense of intention to life’s maintenance tasks, allowing for moments of reflection in the otherwise mundane.
The 2020s, with all their stressors, variables, general unpredictability, and a global pandemic cherry on top, have renewed an interest in prioritizing gentleness with the self. A warm bath, an extra step to the skincare routine, or a reformer Pilate’s class or two, have all made their way into the routines of those captured by this interest.
For one California entrepreneur, however, the priority of self-care shouldn’t be adding to the routine; it should be embracing it.
Mark Hardwicke, founder of Hardwicke’s of California, the makers of 2025’s newest and most exciting men’s shaving line, has long embraced the “slow shave lifestyle.” Now, he’s bringing it to the world.
Slow shaving, in concept, means forgoing the use of disposable razors and spray shaving foam, in exchange for safety razors and brush-style cream. The intention behind it, though, is imperative.
For slow shavers, the ritual and methodical patience of shaving slowly is a moment of peace built into their day. Taking the extra time to prepare their brush, bowl, and razor before beginning a shaving process that requires significantly more attention than a simple breeze through with an electric razor is a centering act akin to meditation. Hardwicke’s of California brings this centering act to center stage.
Hardwicke’s Brush-Style Shaving Creams ($58) are 77% organic and compatible with all wet shaving razor types, designed to deliver an exceptionally smooth, irritation-free shave. Made in the heart of San Rafael, California, this locally sourced formula is crafted with traditional soap-making methods, enriched with pine rosin, meadowfoam seed oil, and glycerin for an immersive shaving experience..
Crafted with slow shaving in mind, this ultra-cushiony lather helps blades effortlessly over skin for a close and comfortable shave and comes in four California-inspired scents: Sopa De Lima, Panamint, 1847, and Native State.
Just in time for holiday shopping, Hardwicke’s will be hosting its Black Friday Sale from November 28 through December 1, and can be purchased for 20% OFF using code BF20. For the team at Hardwicke’s, one of the greatest gifts you can give this holiday season is the opportunity to sit back, embrace stillness, and shave slowly.
About Hardwicke’s of California
Hardwicke’s of California is a men’s self-care brand dedicated to elevating everyday grooming through high-quality, California-made products. With a focus on craftsmanship, mindfulness, and locally sourced ingredients, the company aims to redefine the shaving experience for the modern man.
Last modified: November 24, 2025
