HAGS: shaving as a form of modern art

Music, art, film — the life of the creator of HAGS has always revolved around creativity. He was especially drawn to the aesthetics of 1980s horror culture: dark, atmospheric, stylish. This influence is clearly visible in every product the company makes.

But how did a musician and artist come to create a cosmetics brand? It all started with his own experience. Dimitrios wore a beard for a long time, and when he decided to shave it off during the 2020 lockdown, he ran into unpleasant sensations — irritation, dryness, and no enjoyment from the process itself. From that moment, experiments with traditional wet shaving began, along with searching for the right formula and developing his own recipes.

That is how HAGS Shaving was born — a brand where aesthetics matter just as much as quality. Here, shaving is treated not just as a routine, but as a ritual you want to repeat again and again.

What makes HAGS different from others?

HAGS has established itself as a brand with character and a clear philosophy. There are no spontaneous decisions here — every detail has its place.

• Individual approach — cosmetics for different skin types and needs. The range includes vegan and traditional bases. This is the only artisanal brand in the wet shaving market with not 1, not 2, but 3 types of aftershave in every collection.
• Natural ingredients — the formulas contain only natural oils and fats, extracts, and active ingredients that soften and nourish the skin.
• Unique aesthetics and design — from the packaging to the fragrances inspired by cinema, music, and art. Graphic elements referencing cult horror films make HAGS products instantly recognisable.

If caring for yourself is for you not just a necessity, but a way to express style and character, take a look at this brand.

Collections as of early 2025

Each collection has a distinctive fragrance inspired by music, film, and the aesthetics of horror culture:

• Barberwood — a classic style with notes of musk, amber, sandalwood, and patchouli. The base of talc and Sicilian lemon adds freshness, while the base notes of agarwood (oud), leather, and vanilla create a rich, deep fragrance.
• Isla Muerta — a sea breeze with smoky notes. It combines sea salt, woody accords, and a smoky trail, evoking the atmosphere of a tropical island after a storm.
• Phantom Limb — a mystical woody-spicy blend with notes of incense, patchouli, leather, and spices. A mysterious, complex, and deep fragrance.
• Redemption — warm spices, a symbol of change. At its core are cinnamon, nutmeg, and woody accords that create a feeling of comfort.
• Return Of The Mean One — a winter special edition with a Christmas character. The warming fragrance combines cinnamon, gingerbread, pine notes, and sweet vanilla.
• Revelation — a rich fragrance created for the Swedish wet shaving community Våtrakning Sverige. It includes woody, smoky, and slightly sweet notes.
• Seabeast — the freshness of sea salt and pine. Marine accords, pine notes, citrus tartness, and a light musky trail evoke the power of the sea.
• Summoning — a hypnotic woody accent with dark notes of incense, spices, and damp moss. The composition also includes hints of resin and earthy tones.
• The Awakening — energising citrus and oriental notes. The base features grapefruit, bergamot, green tea, and warm spices. The fragrance is bright, refreshing, and energising.
• Timescape — a blend of vintage and modern notes. The composition includes tobacco, oakmoss, vanilla, and citrus accents, creating a balance between classic and contemporary.

Shaving soap line

HAGS offers three soap bases for different skin types: 2 vegan and 1 traditional.

Osiris — a fully plant-based formula with shea butter and calendula extract. It creates a rich lather and helps prevent irritation. A great choice for a classic shave.

• Collections: Barberwood, Creature Lives, Revelation, Ritual, Starry Gaze, The Awakening

Cortex — an olive oil base. Enriched with olive oil and vitamin E, it helps deal with dryness and supports the skin’s natural balance. It also contains aloe vera juice, rice bran oil, and wheat oil.

• Collections: Redemption, Return Of The Mean One, Timescape

Hathor — includes donkey milk, jojoba oil, and evening primrose oil. For sensitive skin. Jojoba oil and chamomile reduce the risk of redness, while the rich lather protects against nicks.

• Collections: Dark Knight, Deliverance, Megalodon, Phantom Limb, Sanctified, Seabeast, Summoning, The Emperor.

Those who have tried the soap note the high quality of the lather, excellent glide, and skin protection. A great combination of fragrance, lather, and post-shave care.

Aftershaves: the finishing touch

The HAGS range includes three aftershave options, each taking skin needs into account.

Alcohol splash — a classic for normal and oily skin. It disinfects, helps prevent inflammation, quickly heals micro-cuts, and gives a feeling of freshness. It provides an instant cooling effect and an antiseptic action. Suitable for hot climates and for quickly toning the skin.

Witch hazel fluid — gentle care for sensitive skin. Witch hazel soothes irritation, while aloe vera and chamomile extracts moisturise and nourish. It absorbs quickly without leaving any stickiness. It restores the skin’s natural balance and protects it from negative environmental factors.

Balm — deep hydration and recovery after shaving. Ideal for mature and dry skin, it prevents tightness and keeps the skin smooth throughout the day. Contains shea butter, panthenol, vitamins A and F. A great choice for winter care, when the skin especially needs extra nourishment.

HAGS beard oil

HAGS oils soften the shave, eliminate itching, moisturise the skin, and give a feeling of freshness. The formulas contain natural ingredients that provide nourishment and protection. The light texture absorbs quickly, leaves no greasy shine, and the fragrances complement the overall look without overpowering your perfume.

From an idea to worldwide recognition

What began as an author-led project quickly turned into a thriving brand. Today, HAGS has a strong position in the market for traditional shaving and men’s grooming products. Its commitment to craftsmanship and quality has allowed the brand to grow beyond local production — HAGS products are available in more than thirty specialist stores worldwide, including Nebrito.

Every product reflects Dimitrios’s passion for aesthetics, tradition, and innovation, offering a fresh perspective on men’s grooming. HAGS is a modern blend of efficiency and aesthetics.