On Friday 25th November and 2nd December, Uppercut Deluxe gathered customers and ambassadors of the brand to celebrate the launch of its latest and most versatile men’s hair styling product: Matt Pomade.


Luke’s Barbershop was the venue to host the first of the two parties celebrating the addition to the styling portfolio. The North London-based barbershop also opened its doors to another key player in the barbering industry, Cut Throat Amsterdam, whose owners flew over for the official product launch event. Guests were able to exchange information on the latest male grooming trends, whilst music, food and drinks were provided by Jameson.

Luke Dolan, owner of the London venue and barber ambassador of Uppercut Deluxe, is a firm believer that Matt Pomade is the ultimate tool for maintaining a long on top, more textured haircut, which is the latest trend in Europe at the moment.

The following week Uppercut Deluxe’s team continued its Matt Pomade journey in Accrington, just outside Blackburn. North West Barber Co’s owner Chris Brownless led the parade by demonstrating how multiple hair styles could be achieved when using the water-based Matt Pomade. The party’s live styling demonstrations were an opportunity to showcase some of the latest grooming trends. Drinks were provided by Sailor Jerry’s and Chris had two reasons to celebrate that night – the opening of his new barbershop and the arrival of Matt Pomade in it.

The Australian-born brand has an existing collection of four pomades – Deluxe Pomade, Matt Clay, Featherweight and Monster Hold – and is extremely excited about its fifth addition to the range.

Developed with the help of leading barbers, Matt Pomade is aimed to satisfy a market trend through a modern take on a classic grooming product. Uppercut Deluxe’s Global Marketing Manager, Tom Woodward, explains the motivation behind the new tin. “We have identified that men’s’ hair styles are starting to fall into a brand new styling space – the men of today want long lasting, natural finish styles, which has called for the development of styling product that is light, has medium hold and natural matt finish.”




The product is now available in the finest barber shops and will launch to consumers from March 2017