Jorge Viota & Barberian Men's Grooming
Jorge Viota discusses the ethos and inspiration in creating a premium grooming product for men.
Jorge Viota, the visionary behind Barberian Men’s Grooming, finds inspiration not from where you think a founder of a men's grooming product might.
He looks to elements from Japanese philosophy, mindfulness and brutalist architecture to help inform every aspect of the brand, from its products to its minimalist, impactful packaging design. Jorge seeks longevity and meaning in the industry and not a quick buck.
Jorge cut his teeth in London as a young hairdresser, eventually moving back to Australia where he started his own salon in the suburb of Brunswick East in Melbourne. It was during this time Jorge started playing and combining ingredients, looking to take the experience to the next level. After 10 years in development, he landed on a range that not only exceeds=ed his expectation, but the expectation of his peers with decades of experience in the industry. He was onto something special.
The ethos of Barberian Men’s Grooming is built upon three fundamental pillars: Spiritual, Intellectual, and Physical. Spiritually, the brand advocates for holistic health and mindfulness, encouraging men to achieve balance in their daily lives. Intellectually, it is driven by integrity and purpose, ensuring that every product is created with meticulous care and ethical consideration, respecting both the consumer and the environment. Physically, Barberian focuses on enhancing well-being through the use of high-quality, natural ingredients, nurturing and protecting the body. These pillars collectively elevate Barberian from mere grooming products to a lifestyle that celebrates refined masculinity and conscious living.
Modern masculinity is an evolved concept of manhood that embraces emotional intelligence, holistic well-being, and social responsibility. It moves beyond traditional stereotypes, recognising that strength lies not only in physical prowess but also in vulnerability, empathy, and the pursuit of personal growth. Modern masculinity encourages men to be self-aware and open-minded, valuing self-care, sustainability, and ethical living. It is about balancing the demands of contemporary life with a commitment to personal integrity, nurturing relationships, and contributing positively to society. This progressive approach defines the essence of the Barberian Man, who embodies these values in his grooming rituals and daily life.
