This Indie Barbershop And Spa Concept Is Behind The Products Used To Zhoozh The Makeover Subjects On Queer Eye

In the reboot of Queer Eye, groomer Jonathan Van Ness commands beard oil, pomade and moisturizer to transform the Netflix show’s downtrodden subjects into better — and better-looking — versions of themselves. The barbershop and spa concept Grooming Lounge put many of those products in his hands.

After running across its website, Michael Gilman, founder and CEO of Grooming Lounge, recounts the show reached out to him over a year ago to supply it with products. In turn, he reached out to select brands carried by Grooming Lounge, including Brickell Men’s Products, Urth Skin Solutions For Men and Billy Jealousy, and assembled a bag with merchandise they donated as well as items from Grooming Lounge’s in-house line to send to Queer Eye.

“We thought it couldn’t hurt,” says Gilman. “There is so much noise in the beauty and grooming category, so anything you can do to get your brand in front of people, especially from someone with a voice that’s respected and an authority, it can’t be a bad thing. If someone has no idea Grooming Lounge exists, they might end up Googling us from seeing it on the show.”

Grooming Lounge carries brands controlled by large conglomerates such as Kao-owned Molton Brown, L’Oréal-owned Kiehl’s Since 1851, The Estée Lauder Cos. Inc.-owned Lab Series and Baxter of California, another L’Oréal property, but Gilman chose to pick products for Queer Eye from smaller brands. Grooming Lounge has locations in Washington, D.C., and McLean, Va., and an e-commerce platform.

“We leaned toward up-and-coming brands because the products are good, and some of the bigger brands don’t need any more play than they already get,” says Gilman. Grooming Lounge’s brand contains 16 stockkeeping units across shaving, beard care, skincare, body care and hair care.

Billy Jealousy and Brickell products are incorporated in the first episode of Queer Eye, during which a thrice-divorced trucker with a bushy beard has the hair on his face and head, and living quarters spiffed up. The show’s eight episodes premiered simultaneously on Feb. 7. Josh Meyer, CEO of Brickell, reports, “We’ve seen a nice bump in sales since the show aired and have had quite a few people mention they heard about us from watching the show.”

Products from Grooming Lounge’s line are difficult to spot on Queer Eye, but they’re in the background in four episodes. “If you are not me or my mom, you’re probably not going to see them,” says Gilman. “We have been able to do some social media saying we are on the show. I don’t think it drove a lot of people to us.”

Although Grooming Lounge hasn’t received a substantial business lift from its appearances on Queer Eye, Gilman is holding out hope that Grooming Lounge’s presence could increase in a potential second season. There’s no word yet on whether the show has been renewed, but Grooming Lounge shipped enough products for two seasons.

Even if Queer Eye doesn’t directly impact the Grooming Lounge’s sales, Gilman believes it could provide an indirect boost by stressing the importance of male personal maintenance. “When we originally opened our stores,Queer Eye for the Straight Guy was the only reference point for guys taking care of themselves. It was really helpful because it put an emphasis on men’s grooming. It’s come miles since then, but it can’t hurt to emphasize it again,” says Gilman. “The show has a nice message, and it’s a good show. The guys end up looking better. Jonathan knows his stuff, and he’s hilarious.”