PETALING JAYA: It is 11am on a Thursday. Bandar Puchong Jaya, the beating heart of Puchong, is a hub of activity at this time, given its proximity to two major highways. Also, as any foodie would tell you, this is the place to be if you are looking for a quick snack or slap-up meal.
Above one of these restaurants, though, is a rather peculiar establishment – one that has no signboard to indicate its presence whatsoever. To reach it, you have to climb a short flight of stairs, and soon, you will find a door with a single word on it: Charmwise.
Knock and you will be greeted by a charming gentleman, who will welcome you into a humble shop that you would never have expected to exist in this location.
And what a shop it is! Charmwise is one of the most curious sights in Puchong, being a store dedicated to men’s grooming products.
Here, you can find shelves lining the walls, stocked with shaving soaps, brushes, straight razors, and safety razors – everything a gentleman needs, essentially.
A rare sight in this day and age, this shop harkens to the early 20th century in the west, when establishments such as these were found around every street corner. Then again, those were the days when males would constantly competed for the prestige of owning the most magnificent moustache.
The aforementioned gentleman is Lee Seng Hoe, the 34-year-old shopkeeper and owner. One might easily mistake him to be a barber – he looks the part, after all – but as much as he admires the profession, he does not count himself as one.
“I was actually a geotechnical contractor,” he tells FMT. “I worked with engineers and would test soil before setting down a foundation.”
Quite the career change, indeed! But it was one Lee embraced wholeheartedly, owing to the stress of his previous job.
Like many other men, Lee used to trim his facial hair using cartridge razors commonly found in supermarkets and pharmacies. At first, he thought he had sensitive skin, as every shave would be a painful experience.
He was also curious how barbers cleanly and comfortably shave off sideburns with their shavettes, and his intrigue led him to discover safety razors.
“I was told they could solve the problems cartridge razors caused me,” he says, recalling how, upon using a safety razor for the first time, he was an instant convert.
Lee explains that while cartridge razors have between two and seven blades, safety razors depend on a single cutting blade on both sides of the razor head.
Cartridge razors tend to cause skin irritation as they rip out hairs from the roots rather than slice through them neatly. Hence, his first use of a safety razor resulted in a surprisingly smooth and comfortable shave.
More importantly, his skin was not affected! “I enjoyed it so much that my wife complained I was spending too much time in the toilet shaving,” he laughs.
Eager to introduce safety razors to fellow Malaysians, he began a small online business selling grooming products for men. This venture would eventually blossom into Charmwise, with its physical store finally opening in January.
Business, Lee says, experienced a boom during the first lockdown in early 2020, which was when many men grew out their facial hair. He spent a lot of time teaching customers – and others who were interested in wet shaving – how to groom themselves with a safety razor.
Many have also told him that their fathers never taught them to properly shave, which accounts for the common decision to use conveniently available cartridge razors.
“In a lot of people’s minds, grooming is about making yourself presentable. It doesn’t matter if you want to be clean shaven or bearded – grooming is part of self-care. It’s self-love.”
So, what are some tips for folks using a safety razor for the first time? “Hold it firm,” says Lee. “Let it do its job.”
He also recommends using shaving soap rather than bath soap, as the former is better equipped to lubricate and protect your skin.
Brushes are also necessary to lather your skin with shaving soap. And, as he puts it: “It is always a fun experience!”
If you are looking for a good clean shave, you are always welcome to drop by Charmwise and have a quick chat with Lee. “This is a man’s candy store,” he chuckles.
While the prices of products may be on the higher side, they are of good quality and will be worth every sen.
“All you see here is meant to be enjoyed,” Lee says. “You will smell different, feel different. Shaving is like driving – once you learn to do it, it will become second nature.”
Looking for a change in your shaving habits? Check out Charmwise’s online store here, and stay updated via Facebook and YouTube.
Charmwise
25-03, Jalan Kenari 19a
Bandar Puchong Jaya
47100 Puchong, Selangor
Business hours: 9.30am-4pm (weekdays)
9.30am-1pm (Saturdays)
Contact: 011-18555045