A man is introducing luxury grooming services to Marriott's Autograph Collection, with a focus on supporting black-owned businesses.

Groom Guy, a luxury men's grooming company that is Black-owned, is making strides in the hospitality industry. According to a report by AfroTech, the company has expanded its presence by partnering with Marriott's Autograph Collection and operating in the Potomac Hotel in Washington. Formerly known as Salamander Washington DC, the 373-room property is now officially part of Marriott's Autograph Collection as The Potomac Hotel.

The real estate investment firm Henderson Park owns the hotel, with Sheila Johnson, the founder of Salamander Collection, remaining a minority partner. The hotel is now managed by Pyramid Global Hospitality as part of the transition. Groom Guy, which was founded in 2020 by Darius Davie and Matthew Sears, is located inside the hotel's spa.

The company has been operating at the property since April 2025, before it became part of the Marriott portfolio. The Potomac Hotel now lists Groom Guy as one of the experiences available for guests. This development is a significant achievement for Groom Guy, as Davie had long dreamed of having a presence in a property affiliated with Marriott Bonvoy.

He shared on LinkedIn, "Today marks a new chapter for Groom Guy. We started as a 300 sq. ft.

pop-up shop with a simple belief: men's grooming services could become the next revenue anchor in hotels." Groom Guy offers various services, including haircuts, beard trims, and hot towel shaves. Since its launch, the company has completed over 8,000 grooming services and generated at least $720,000 in sales, according to AfroTech. Groom Guy also provides services at the Yours Truly DC Hotel, which is part of IHG.

The company's expansion into hotels is a strategic move to position men's grooming as a complementary hospitality service rather than solely operating through traditional barbershops. The Potomac Hotel's transition also means that the property is now part of Marriott Bonvoy, allowing eligible guests to earn and redeem points and access other program benefits. The hotel retains its amenities, including its two-level spa and Dōgon, the Afro-Caribbean restaurant led by chef Kwame Onwuachi.

For Davie, the hotel's transition is another step towards Groom Guy's goal of expanding its model within the hospitality sector. He said, "Moments like this remind me that when one door closes, another really does open. We're proud to be part of this next chapter and even more excited for what's ahead as we continue reimagining the role of men's grooming in hospitality." In other news, Groom Guy recently collaborated with Compton Cowboys, marking the company's first collaboration with Andis Company.

This partnership further highlights Groom Guy's commitment to revolutionizing men's grooming and its growing presence in the hospitality industry.