Rock Face takes over London after securing £2.5m investment

With a bold new campaign and £2.5 million in fresh funding, Rock Face is shaking up the men’s grooming market - one punchy billboard at a time.

The UK-based men’s care brand has launched its biggest campaign yet across London while announcing a significant £2.5 million investment to fuel the next phase of its explosive growth.

From 24 March to 27 April, over 1,000 ads across Transport for London are delivering a staggering 250 million impressions. In other words, half of Londoners will see the campaign at least 60 times - a level of visibility that rivals the reach of viral TikTok trends. Whether you're commuting through Oxford Circus or waiting for a lift in Covent Garden, one thing’s clear: Rock Face is impossible to miss.

Dubbed the 'Makes Scents' campaign, Rock Face is playfully disrupting the world of men’s fragrance advertising. Instead of brooding actors and moody black-and-white visuals, the brand serves up slogans like "Sweaty Desert Guy Smells Awful. We Smell Amazing."

But it’s not all jokes and posters. The £2.5 million in new funding is set to propel the brand into its next chapter. The investment will support product expansion, a new 2025 marketing campaign and continued growth across retail channels.

The brand's product line includes deodorants, shower gels, and skincare, delivering cologne-quality fragrances without the cologne price tag. With stockists like Tesco, Boots, ASDA, Sainsbury’s, Waitrose and Amazon, Rock Face is already a staple on British bathroom shelves—and that footprint is only set to grow.

James Wilkinson, CEO of Rock Face, said: "To literally punch a hole through the nonsense and celebrate the good-natured humour of Brits feels fantastic. This is just the beginning. We’re here to shake up men’s grooming, one legendary scent at a time."