SWL Male Grooming Brighton: Professional Male Waxing, Trimming and Massage Near Brighton Station
SWL started from a private studio in Worthing in 2022, building a loyal client base before expanding to Brighton
Male Grooming Salon of the Year, Sussex · Prestige Awards 2026/27
Private. Professional. Personal.
SWL Male Grooming has arrived in Brighton.
SWL Male Grooming is now taking bookings at Brighton Therapy Rooms, just behind Brighton Station. Waxing, trimming, massage and skin care — with male therapists, in private treatment rooms, from a business that has been doing this properly since 2022.
SWL stands for South West London, which is where founder Bruno started the business from a private home studio in 2022. The name stuck because it became part of the brand's story, even as the business moved south to West Sussex and, now, to Brighton.
The idea behind SWL was straightforward: Bruno looked at the male grooming market and saw a gap. There were plenty of beauty businesses but very few spaces genuinely built around men, particularly for body waxing, intimate grooming and skin care. He wanted to create somewhere professional where men did not feel embarrassed walking through the door or awkward asking for a treatment.
Four years later, SWL has won Male Grooming Salon of the Year for Sussex at the Prestige Awards 2026/27, operates studios in Worthing and Brighton, and has a team of six male therapists covering waxing, trimming, massage and skin care. It is LGBTQ+ owned and friendly, a member of the Guild of Professional Beauty Therapists, and it holds a 5.0 rating on Google.
"You don't need to prepare. Just turn up as you are."
The stigma around male grooming, particularly intimate treatments, is something Bruno talks about directly. He has been in this industry long enough to know exactly what stops men from booking.
"A lot of men quietly Google these services but would never tell a friend. They worry about what their friends might think, what the therapist might think, whether they have the right body. My message is very simple: we genuinely don't judge what you look like. You don't need to lose weight, get fitter, trim beforehand or somehow prepare yourself for us. We see normal male bodies every day. Just turn up as you are."
Bruno, founder of SWL Male Grooming
That straightforwardness is the culture of the business. Bruno describes a typical first appointment as starting with a conversation, not a clipboard. The therapist talks through exactly what the client has booked, explains what will happen before anything starts, and gives privacy where the treatment requires it. By the time the appointment is halfway through, he says, clients who arrived visibly nervous are usually chatting about their week.
The private treatment room at SWL Male Grooming Brighton, 10 Fleet Street, near Brighton Station
The team. Six people. One standard.
SWL Brighton currently operates with six male therapists across both studios. Bruno handles waxing, trimming and skin care. Ceejay is an Advanced Holistic Massage Therapist covering massage, waxing and trimming. Elliott and Ben are both Sports Therapists offering massage. Jedd and Robin cover waxing and trimming. At Brighton Therapy Rooms, treatments vary by therapist and are bookable directly online.
Bruno is specific about what he looks for when building the team. Qualifications matter, but personality matters more.
"You can teach somebody a lot of technical skills. It's much harder to teach warmth, emotional intelligence and good judgement. I look for people who communicate well and can make a nervous client feel comfortable without making a big deal out of it."
Bruno, founder of SWL Male Grooming
Intimate waxing in Brighton is currently available with Bruno on selected dates only. He is not rushing to change that. Therapists train with observation, models and supervised experience before being signed off for any treatment independently, and intimate grooming is the last stage of that process. Bruno says he would rather tell a client a service is not yet available than put a therapist into a treatment they are not ready to deliver.
The SWL Brighton team
Bruno
Business Owner
Waxing, Trimming, Skin Care
Ceejay
Advanced Holistic Massage Therapist
Massage, Waxing, Trimming
Elliott
Sports Therapist
Massage
Jedd
Therapist
Waxing, Trimming
Ben
Sports Therapist
Massage, Trimming
Robin
Therapist
Waxing, Trimming
Why Brighton. Why now.
SWL started in Worthing at a private home studio in Goring-by-Sea. That private setting was never a compromise — it became one of the business's strengths. No waiting room full of people. Completely one-to-one from arrival. Bruno says the clients who came through Worthing taught him more about running this kind of business than anything else could have.
"Trust is everything. You can have a beautiful website and great marketing, but ultimately somebody comes back because of how you made them feel. Be welcoming, keep the environment spotless, provide a really good treatment and remember that you're dealing with a person rather than just another booking on the system."
Bruno, founder of SWL Male Grooming
Brighton was the obvious next step. Enquiries from outside Worthing were growing, and Brighton offered something Worthing could not: an LGBTQ+ community that is visible, established and already familiar with the kind of space SWL is building. Bruno is careful to say that SWL is for every man, not only the LGBTQ+ community, but Brighton allows the business to be open about that part of its identity in a way that feels natural rather than deliberate.
The location at Brighton Therapy Rooms, 5 The Offices, 10 Fleet Street, is a deliberate choice. Right behind Brighton Station, reachable from across the city and from Hove, and close enough that Bruno can maintain the standard he built in Worthing rather than handing a new studio to someone he does not know yet.
Here is a look at what a SWL treatment actually looks like.
The award. And what comes after it.
Winning Male Grooming Salon of the Year for Sussex at the Prestige Awards 2026/27 was, Bruno says, quite emotional. When you build something from a room at home, you genuinely do not know if it will amount to anything. He is proud of it, but he is more proud of the clients who keep coming back. The award creates responsibility as much as recognition. Once you have award-winning next to your name, you have set yourself a standard to live up to every day.
Five-year ambitions include dedicated SWL premises in Brighton and potentially further locations, but Bruno is clear that growth for its own sake is not the plan. The challenge is expanding without losing what made people come in the first place: privacy, personality, professionalism and the feeling that someone is actually paying attention to them.
What clients are saying.
SWL holds a 5.0 rating on Google. These are some of the reviews coming in from Brighton clients since the studio opened.
"I had a really good experience at SWL today, very professional and a great space which was easy to find and central. Very happy that Bruno and his team are now in Brighton for all my waxing and massage needs."
Robert · Brighton · ★★★★★
"Jedd and Bruno are such lovely guys. They put me at ease and made me comfortable from the moment I got there. Very knowledgeable and friendly and I would have no hesitation recommending SWL. I will definitely be back."
Daniel · ★★★★★
"Arrived on time and was welcomed by Ben, a really nice guy and chatty until the massage got going. The pressure was just right and all areas covered. I was surprised when he told me that it was his first day, as the massage was so good."
G · Massage Review · ★★★★★
"It was my first time having a waxing treatment, however Bruno made me feel relaxed almost straight away. So much so, I booked another appointment as soon as I got home!"
Niall · Back Wax and Shoulders · ★★★★★
What SWL Brighton offers.
All treatments are carried out by male therapists in private rooms at Brighton Therapy Rooms. Availability varies by therapist. Bookings are made online and a 50% deposit is required to secure an appointment in Brighton.
Body Waxing
Back, shoulders, chest, abdomen, arms and legs. Professional waxing with care throughout. From £45.
Intimate Waxing
Available with Bruno on selected dates. SWL Signature Full Intimate Wax from £80. Back, Sack and Crack from £110.
Body and Intimate Trimming
Intimate Trim from £55. Full Body and Intimate Trim from £130. Tailored to your preferred length and finish.
Men's Massage
60 Minute Tailored Massage from £70 (introductory offer available). 90 Minute from £100. Swedish, deep tissue or sports.
New client offer: 10% off your first Brighton treatment with code NEW10. Available online at swlmalegrooming.com.
Book SWL Brighton
Brighton Therapy Rooms, 5 The Offices, 10 Fleet Street, Brighton BN1 4ZE. Near Brighton Station.
Book online: swlmalegrooming.com/male-grooming-brighton
Phone: +44 7408 628601
Instagram: @swlmalegrooming
Also in Worthing: private studio at 2 Omaha Place, Goring-by-Sea, BN12 4FW. Email: bookings@swlmalegrooming.com
