BEAST is claimed to be the first Male beauty brand where guys can find an edit of over 80 premium brands spanning categories like Body, Hair, Shave, Face and Fragrance in a dedicated beauty hall space. We speak to Samuel Cheney, the Operations Director of Men's beauty store BEAST. This new brand has a mission to change the way men buy beauty. What started with a small store in London's Seven Dials has rapidly expanded to include concessions within House of Fraser and Flannels stores across the UK. Our host Peter Brooker gets an expert insight into how men are both learning and adopting beauty more than ever before, whilst discussing what the reasons behind this trend might be.Whilst we have your attention, be sure to sign up to our daily MenswearStyle newsletter here. We promise to only send you the good stuff.Support the showOur new store shop.menswear.style is now live!