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The Best Men's Grooming Brands — and Which Products to Buy

Pick a brand you already like (or one you're really interested in trying). Order every product you need — from shampoo to serums — from there.

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Henry Phillips

Even if your skincare routine starts and ends with face wash, you've probably been overwhelmed by the sheer amount of options there are — and that's just a single category. A complete skincare routine encompasses washing, moisturizing, applying sunscreen, adding a retinoid and applying an antioxidant serum, meaning the total routine — referring to both skincare and grooming — is a whopping 12-step ordeal if you include body washing and moisturizing, shampooing and conditioning and shaving and applying after-shave.

Simplify Your Routine, Buy From One Brand

I don't recommend picking a shampoo from one brand, a moisturizer from another and so on and so forth. It's not that products from different brands can't coexist, but you never know, and it's easier to be certain they can work together and effectively, too. Buy everything from one source and seek out specialized items from other labels only when necessary.

Unsurprisingly, though, there aren't that many brands with that kind of catalog. Sure, Dove definitely makes hair and body products, but the soap giant doesn't sell serums. On the contrary, artisanal, all-natural label Caldera+Lab makes excellent creams, but they don't sell shampoo, deodorants or deep-cleaning body washes, for example. Do you get what I'm saying? There's a shortlist of brands you can truly count on for the entirety of your everyday skin, hair and body routine — deodorants, moisturizers, pomades and more. But, fret not; we've found them.


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Maapilim
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Maapilim's products evoke the scents and pleasures of the Mediterranean, where the brand is based and where most of the ingredients are sourced.

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Face Cleanser
Lip Balm
Ursa Major
ursa major
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This Vermont-based brand focuses on all-natural ingredients and effective formulas — no fuss, no frills.

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Mountain Glow Golden Serum
Citrus Riot Body Wash
Marlowe
marlowe
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Marlowe's products are a favorite of many — myself and Associate Editor Johnny Brayson included. He likes the bar soaps, while I've enjoy the hair products.

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No. 106 Charcoal Body Soap Bar
No. 170 Original Water Pomade
Lumin
Lumin

Lumin's aesthetic is minimal, but the brand's products are incredibly effective. Think: deep cleaning keratin shampoos, charcoal face scrubs and face moisturizers made from fruit extracts.

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Clarifying Body Wash
UV-Defense Moisturizing Balm
Now 30% off
Bravo Sierra
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Bravo Sierra field tests its products with current and former military members, ensuring these products not only work but in extreme conditions, too. (That means they'll definitely work in your dull shower.) Plus, part of the profits are shared with military member-benefitting orgs.

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Deodorant Body Spray
Shaving Foam
Patricks
patricks grooming products
Patricks

Patricks harks high-end sports cars and luxury estates, dirty martinis and calm moments in a 1,000 sq ft bathroom. Sure, Patricks' products are expensive, but they're worth it. They feel like a significant departure from big box store options and even mid-level ones most people consider luxury.

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FW1 | Anti-Aging Foaming Face Wash
BW1 | Body Wash
Oars + Alps
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Oars and Alps emphasizes all-natural ingredients in all of its products. They are all sold individually, of course, but the brand lets you customize your own bundle, thus helping you save money on a kit that only has things you'll actually use.

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Wake Up Face Serum
Hydrating Conditioner
Jack Black
jack black
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No, this isn't a project of the famous actor by the same name. It's instead one of the longest-standing and best-selling modern men's grooming brands around. The brand's products range from gentle and nice-smelling to industrial strength.

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Intense Therapy Lip Balm SPF 25
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Charcoal Body Buff Exfoliating Cleanser
Scotch Porter
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Black-owned brand Scotch Porter focuses on all types of skin and hair: curly and coarse, dry, oily and every kind in-between. You'll find specialized options for folks with natural hair, and universal face washes and handy body wipes.

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BLACK-OWNED BRAND
Twist & Curl Gel Cream
BLACK-OWNED BRAND
Exfoliating Face Scrub
Malin + Goetz
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Malin + Goetz was made to service folks with sensitive skin and skin issues like eczema, rosacea and more.

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Rum Bar Soap
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Replenishing Face Serum
Jack Henry
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Jack Henry's nailed the minimal, California-inspired look and feel, and the products embody its fuss-free mission. They're simple, easy to order and get shipped and oftentimes conscious of their footprint, meaning when you buy a second time, for example, you don't buy another bottle, just a refill.

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Cleanse+
Super Face Oil
Baxter of California
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Owned by L'Oreal as of 2013, Baxter of California has a history dating back to 1965 — in California, of course. There's a relaxed, it-all-comes-easy-to-me energy about their products, but they're potent and effective.

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Daily Fortifying Shampoo
After Shave Balm
Hawthorne
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Hawthorne specializes in customer-centric products. What does that mean? Well, you can order a lot of their options custom. There's a quiz that fields information about your face, hair and body and creates suggestions from your answers.

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Hawthorne
Sensitive Skin Body Wash
Hawthorne
Papaya Enzyme Exfoliator
Grown Alchemist
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Grown Alchemist is what I'd call ingredient-driven. They cover the basics — exfoliants, moisturizers, washes, etc — but do so with a drive to showcase the powers particular elements have.

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Gentle Gel Facial Cleanser
Body Cream
Aesop
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Everyone knows Aesop. Like Le Labo, they've established quite the reputation, and a polarizing one at that. I, for one, really like the things they make. They're aromatic, courtesy of lots of botanicals, and usually plenty effective and noticeable. Be warned, though, these are not for those with fragrance allergies.

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Citrus Melange Body Cleanser
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Bitter Orange Astringent Toner
Harry's
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If you're worried about the total cost of overhauling both your skincare and grooming routines, go with Harry's. The brand's products are easy to find in bigger stores, and super cheap to buy in bulk and ship.

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Body Wash
Targeted Blemish Treatment Gel
Necessaire
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Add Necessaire to the list of brands that embrace minimalism and basic, all-natural ingredients. But it's not all for show: The brand actively works to lessen its footprint and transparently updates shoppers on which certifications they've earned, and which evade them still.

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The Body Oil
The Hand Cream
Kiehl's
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Kiehl's has 73 stores across the US, but they also sell their products in big department stores, pharmacies and small boutiques. That makes the brand's inventory easy to find, making restock easy and oftentimes for less than retail.

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Skin-Strengthening Hyaluronic Acid Super Serum
Now 50% off
Amino Acid Conditioner
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