Get Summer-Sexy (Without Looking Like You Tried Too Hard)
- by adem london
Summer’s coming, lads and with it, the chance to show a bit of skin, book that last-minute beach getaway, and flirt your way through beer gardens with confidence. But before you whack out the shorts and sunnies, let’s talk grooming. Because let’s be honest: no one wants to be that guy who looks like he’s been dragged through a sandpit backwards.
Leading London hairstylist Adem Oygur, owner of the luxury ADEM salons in Belgravia and Sloane Square and the man behind some of the sharpest heads in the city, has seen it all. From “sunburnt neck with a fade” disasters to full-blown eyebrow neglect, he’s here to steer you right. And yes, he’s Turkish, so he really knows a thing or two about keeping things smooth, fresh, and slicked-back in the heat.
Here are Adem’s golden (and slightly cheeky) rules to keep you looking hot, not bothered.
1. A Great Haircut Is Your Best Summer Accessory
You can be wearing the trendiest sunglasses or the freshest trainers, but if your hair’s looking like a fuzzy mop, game over. Summer humidity tends to bring out the worst in your barnet, so make sure you’re booked in for regular shape-ups with a proper barber. “A precise cut is the foundation,” says Adem. “Don’t wait until it’s out of control, get ahead of it.”
Go for low-maintenance styles that work with your hair’s natural texture. And invest in a lightweight matte styling product, gel in 30°C heat is a crime.
2. Beards Need Boundaries
Letting your facial hair run wild might feel like freedom, but it still needs structure. Adem recommends keeping the edges sharp and regularly using beard oil to keep things soft, tidy, and touchable. “You want your beard to look intentional, not like you gave up halfway through shaving.”
If you’re going clean-shaven, make exfoliation your new best mate. It prevents ingrown hairs and gives your skin that smooth, post-holiday glow, minus the sunburn.
3. Body Hair: Keep it Clean, Clinical.
Summer’s all about feeling confident in your skin and that includes what’s on it. Whether you’re poolside or shirtless at a festival, a bit of body hair maintenance goes a long way. “You don’t need to go completely smooth, just keep things intentional,” says Adem.
How much you groom is completely down to personal preference, some guys prefer a clean chest, others like to keep it natural. Whatever your vibe, the key is to look like you’ve made some effort. It’s not about removing everything, it’s about shape, definition, and hygiene.
4. Smell Like You’ve Got Your Act Together
One of the easiest ways to stand out (for the right reasons) is to smell incredible. A fresh, citrus- or marine-based fragrance will always win in summer. Skip anything musky or heavy, save that for winter. Adem’s advice? “Apply lightly, pulse points only, and never spray your clothes. You want to leave a trail, not an assault.”
And while we’re on the subject, daily showers are not optional. Heat, sweat, and a night out? You do the maths.
5. Don’t Let Your Hair Go On Holiday Without You
You’ve nailed the cut, but what about the condition? Sun, sea, and sweat can leave your hair dry, frizzy, and generally looking like it’s had a rough night. Adem recommends using a nourishing shampoo and conditioner combo that strengthens and hydrates. “Summer is when your hair needs the most care but gets the least attention,” he says. Weekly treatments or a touch of leave-in conditioner can make all the difference.
Consider switching to products with natural oils like hazelnut for the season, Adem’s own ADEM London range is infused with this for good reason. It protects the hair without weighing it down, smells incredible, and keeps that post-salon shine lasting longer, even after a dip in the sea.
6. Eyebrow Maintenance Isn’t Just for Celebs
No one’s telling you to get HD brows, but if yours are trying to join forces in the middle, it’s time for a quiet intervention. Tidy up the unibrow, trim the rogue hairs, and keep things natural. “Small tweaks make you look instantly more put-together,” says Adem. “It’s the kind of detail people notice without knowing why.”
7. Add Hazelnut to Your Summer Line-Up
Sun exposure doesn’t just hit your skin; it takes a toll on your hair too. Adem swears by hazelnut oil as a summer essential. “It’s lightweight, packed with vitamins, and protects the scalp and hair from UV damage without leaving it greasy.” His ADEM London styling and care products feature this hero ingredient for good reason. Whether you’re styling a fade, managing curls, or just trying to keep your hair from turning to straw, hazelnut-infused care is the way forward.
“Think of it as SPF for your hair,” Adem says. “It shields, hydrates, and keeps your style looking salon-fresh, even after the beach.”
Final Word from Adem
“Looking good in summer isn’t about being perfect, it’s about looking like you know what you’re doing,” he says. “A bit of effort goes a long way. Clean, confident, and just the right amount of groomed, that’s the winning combo.”
So there you have it, gents. Summer’s yours for the taking, just make sure you show up looking like you actually want to be taken.
