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New men’s grooming brands launch all the time nowadays, and with more guys putting thought into their moisturizers, shaving creams, and grooming tools, it’s only natural that the market is expanding. It can often be tiring and sometimes challenging to weed through the buzz and find effective brands or products that cater to your needs and, overall, which ones are worth your investment. Thus, we aim to simplify and spotlight grooming brands that should be on your radar. We do the leg work because looking better makes you feel better, and every guy should have a grooming routine with products that work for him, tailored for him.
The Best California Grooming Brands to Know Right Now
We highlight brands that should be on your radarThese brands might offer a full line of grooming goods to stock your medicine cabinet, while others may specialize in one arena and excel at it. Some brands may contain proprietary ingredients, while others use tried and true formulations. Many put just as much thought into the presentation to enhance the aesthetics of your medicine cabinet, while others are understated. Some range from the highest end of the market (if we feature it, we can vouch for it) to more accessible options that perform exceptionally well. Basically, some will work for you, some might not, but all are worth checking out.
This edition spotlights a baseline favorite that elevates any grooming routine and a science-meets-botanical powerhouse that helped normalize the use of serums.
Brickell
Besides the downright effectiveness, a lot of Brickell’s charm lies in its unpretentiousness. The approachable grooming brand is a quietly elevated baseline any guy can fold into his routine – much better than the chemical-laden drugstore banality, but without any premium attitude. And they have the chops to back it up. Brickell formulates with the understanding that men often have thicker skin textures and concerns, and I appreciate how deeply the brand nerds out about product use and general grooming know-how. (check their Grooming Manual). It’s skin and body care designed for men, but not in a machismo way – more in a self-aware “I take care of myself without overthinking this” manner.
The lineup hits many essentials (moisturizers, face wash, shampoo, exfoliators, etc.) that punch well above their weight with natural-leaning formulas, tactile packaging, and impressive longevity (one moisturizer tube carried me through most of a winter). And while the brand has quietly racked up editor awards, the philosophy hasn’t changed: give men better baseline grooming options, and the rest will follow suit. Brickell isn’t for the LED-mask hobbyist or the 12-step K-beauty maximalist, per se. It’s for the guy who wants clean ingredients, no-fuss formulas, and grooming that fits seamlessly into any lifestyle. And it makes a great gift, too. A few of our favorites are below.
Why We Love It: This gel texture lathers beautifully and leaves skin with a minty, pore-tightened clean. Coconut-based cleansers wash away excess oil, and geranium extract smells great and acts as a natural antiseptic. It is purifying, invigorating, and gentle enough for daily use.
Why We Love It: This scrub works on both the physical and chemical fronts. Walnut shell powder and jojoba beads buff away rough patches, while glycolic acid and willow bark dissolve buildup and help prevent ingrowns. Aloe and vitamin E soothes for smoother, clearer, fresher skin.
Why We Love It: Brickell might not be the first name you think of for retinol, but do not sleep on this powerhouse treatment. Retinol boosts cell turnover and evens skin tone, hyaluronic acid eases fine lines, and aloe soothes irritation. Ease in slowly, starting twice a week until your skin adjusts. The results will speak for themselves.
Why We Love It: This conditioner hydrates, strengthens, and boosts volume in one go. Aloe softens, avocado oil moisturizes, and peppermint oil helps stimulate the scalp. It is more viscous, so let it sit for a couple of minutes and let it work its cleansing, volumizing mojo before rinsing.
Why We Love It: A stellar routine in one giftable set. A face wash, scrub, moisturizer, toner, eye cream, anti-aging treatment, and a mask make for an instant upgrade and healthier skin without overthinking the steps. Elite, indeed.
Caldera+Lab
Mention Caldera + Lab to the skincare set and most folks immediately picture that sleek dropper bottle packed with anti-aging goodness. And for good reason. Caldera + Lab is a big part of why serums went from “extra” to essential in the men’s grooming world. Since 2019, the brand has carved out a premium POV built on wild-harvested botanicals and biotech-backed performance. That blend fuels The Good, a multitasking antioxidant facial serum that has become a quiet cult classic. You see, for a long time, serums felt like something reserved for skincare final bosses. But once you hit your middle years, an ultra-concentrated anti-aging powerhouse is something most folks should consider working into their regimen. Caldera + Lab helped make that shift feel not only approachable and normalized, but hip, too.
And it’s not all serums. The brand has built a curated catalog around that same science-meets-botanical ethos: moisturizers, an eye serum, a cleanser, a detox mask, and now a “scalp-first” haircare system. The skincare-ification of scalp care is a thing, and Caldera + Lab’s shampoo, conditioner, and scalp serum address healthy hair at the root. The through-line overall is meticulous, approachable formulations that lead to smoother texture, healthier skin, and a more even complexion. Helping guys age gracefully is their lane—familiar on paper, but something Caldera + Lab delivers on. Becoming another year older has never felt more well-timed.
Why We Love It: The serum that basically put Caldera + Lab on the map. This antioxidant-rich facial oil is packed with 27 wild-harvested botanicals to smooth lines, even tone, firm skin, and deeply hydrate (especially clutch for dry skin or colder climates). A few drops on clean skin are all it takes: it sinks in fast, feels silky, and makes even the “do I really need a serum?” guy a believer.
Why We Love It: A nutrient-dense, fast-absorbing moisturizer that hydrates way above its weight. It softens fine lines and revives tired skin sans any greasy shine. Just smooth, healthy-looking moisturized skin in a formula you can apply day or night.
Why We Love It: If your under-eyes have been hit by holiday stress, screens, or… life, this is your fix. Peptides and plant stem cells go to work on dark circles, puffiness, and fine lines. Pro tip: layer it under your usual eye cream a few nights a week for extra dark circle/fine line fighting power.
Why We Love It: If you want healthier hair, you start at the root. Hot off the press, this advanced serum feeds your scalp like skincare, hydrating and balancing the microbiome for stronger, thicker-looking hair. Each plant-based exosomes infused dropper absorbs well for any hair length or texture.
Why We Love It: The three-step starter kit is a curated powerhouse upgrade. Cleanse, apply the serum, then moisturize for concentrated goodness you’ll look forward to using (and seeing the results from).
October’s Grooming Brand to Know: Jackfir
This edition spotlights a baseline essentials brand that truly walks the sustainability walk through its mostly natural, very approachable, forest-aromatic lineup.
At first glance, Jackfir might seem like just another name in a sea of skincare. But spend some time with it and you realize its charm lies in its total lack of pretense. After a few weeks of testing, I found it to be exactly what many guys want from a grooming line: quietly elevated (a few steps above drugstore fare), effective, and—most importantly—approachable. What I appreciate most is that it doesn’t posture or try to be something it’s not. The tightly curated lineup gives off a grounded, mountain-air kind of energy, and the hunter-green packaging is handsome AF. The aromas build like subtle scent pyramids, and the sustainability claims are legit (no greenwashing here). It’s baseline grooming done authentically—a chef’s-kiss mix of simplicity, thoughtful formulas, and a meaningful backstory.
Jackfir’s roots trace back to a years-long health battle that gave the founder a sharp awareness of how environmental toxins impact the body—and how few truly non-toxic options existed for guys. The sustainability cred runs deep, and it’s one of the brand’s strongest points alongside its curated lineup. Every formula is EWG Verified and made with 70% organic ingredients, while the packaging uses 50% post-consumer recycled materials and FSC-certified paper. In 2023, the brand became Plastic Neutral Certified, and a portion of every sale goes to One Tree Planted—a non-profit that helps reforest areas around the world. Like we said, they walk the walk.
It also carries a refreshing outdoorsy energy—think less macho, generic log cabin, more Adirondack forest. The formulas take cues from summers spent on Lake Placid, echoing the landscape and protected flora found throughout national parks. That connection runs deeper when you open the products: subtle scents of pine, balsam, violet, vetiver and cedarwood weave through the lineup, while inside each cleanser, moisturizer or shave cream, you’ll find a printed map of the Adirondacks—complete with a nod to the founder’s family cabin. It’s a small, thoughtful detail that makes the brand feel more relatable.
The lineup is intentionally lean: a cleanser, moisturizer, shave cream, eye cream, bar soap and gift sets built around those staples—plus a limited-edition Northern Pine Candle (think forest after a fresh snowfall) dropping in December. Across the board, there’s no fluff—just effective essentials made primarily with natural ingredients. The result is a line with underdog energy that quietly overdelivers (ayo, Adrian!). In a market brimming with hyper-luxury names, drugstore standbys and niche newcomers, Jackfir finds its sweet spot: elevated without ego, purposeful without being precious. Let’s get into the products.
Why We Love It: Jackfir’s Everyday Cleanser pulls double duty as an exfoliator, but it’s not a gritty scrub or chemical AHA situation. It’s a lathering cleanser powered by jojoba beads and fruit enzymes that gently slough away dead skin. My face felt noticeably softer afterward, thanks to a hydrating blend of aloe, calendula and sunflower oil. And the scent is woodsy-amber awesome—built around notes of violet, pine, balsam, amber, cedarwood and guaiac wood.
Size: 6 oz. | Key Ingredients: Jojoba Beads, Natural Fruit Enzymes, Apple Extract, Organic Aloe, Organic Calendula, Licorice Root Extract
Why We Love It: This moisturizer is simple, no-fuss and approachable, with a texture between lightweight and lavish. Instead of the usual lineup of hyaluronic acid or niacinamide, it relies on a more natural trio: squalane for deep hydration, snow mushroom for moisture retention and moringa seed oil for antioxidant repair. Use it nightly to soften fine lines, keep skin hydrated and channel a bit of that mountain-glow energy.
Size: 3 oz. | Key Ingredients: Organic Aloe, Spilanthes Acmella Oleracea, Squalane, Niacinamide, Phaedactylum Tricornutum Extract, Licorice Root Extract, Tetrahexyldecyl Ascorbate
Why We Love It: I usually prefer the expansive lather of a gel-to-foam, even if it means sacrificing a bit of moisture—but Jackfir brings an old-school barbershop richness in a cream. You only need a small amount for a dense cushion that lets the razor glide effortlessly. It leaves skin noticeably soft, thanks to aloe and cucumber extract (an underrated ingredient that helps lift whiskers), and carries a woodsy, medicinal aroma of chamomile, vetiver, cedarwood and patchouli.
Size: 5 oz. | Key Ingredients: Organic Cucumber Extract, Bisabolol, Panthenol, Organic Aloe
Why We Love It: The eye cream category has gone from extra to essential, so it’s no surprise Jackfir smartly included one in its curated lineup, recognizing that the delicate area calls for its own formula. The cream hydrates and smooths via glycerin and squalane, while silk tree bark and white pine bark extracts help de-puff and brighten. The lightweight texture absorbs quickly, and with regular use, your eyes will look more refreshed and revived.
Size: 0.5 oz. | Key Ingredients: Organic Shea Butter, Silk Tree Extract, Darutoside, White Pine Extract, Organic Aloe
Why We Love It: The Bushwhacker is an aromatic sudser that also doubles as a gentle exfoliator. It cleanses without stripping and lightly scrubs, leaving skin soft and smooth. Wheat bran buffs, while coconut and olive oils lock in moisture to keep skin hydrated. The scent of wild violet, pine balsam, amber and cedarwood is Jackfir’s subtle signature, bringing a touch of the outdoors into your shower.
Size: 3.65 oz. | Key Ingredients: Organic Coconut Oil, Organic Olive Oil, Organic Wheat Bran
Why We Love It: If you want to simplify your skincare routine, the brand has a bunch of well-edited bundles—all priced a little lower than buying the products individually. The Complete Skincare Set and the Face Kit are smart starting points: they’ve got the essentials, look sharp on a sink ledge (or wrapped up as a gift) and make for an easy entry into the brand’s natural vibes.
Includes: The Classic Daily Facial Cleanser, The Classic Shave Cream, The Classic Daily Facial Moisturizer, Evergreen Eye Cream
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