The Best Men's Grooming Brands to Know Right Now

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New men’s grooming brands launch all the time nowadays. 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 challenging to weed through the buzz and find effective brands or products that cater to your specific needs and, overall, figure out 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.

These brands might offer a full line of products to stock your medicine cabinet, while others may specialize in one product and excel at it. Some may contain their own proprietary ingredients, while others use tried-and-true formulations. Many put just as much thought into the presentation that will enhance the aesthetics of your medicine cabinet, while others opt for more understated packaging. Some sit at the highest end of the market (if we feature it, we can vouch for it), but we’ll also feature more accessible options that perform exceptionally well. Some might work for you, some might not, but all are worth checking out.

Regardless, knowledge is power. In this edition, we’re highlighting a buzzy French grooming brand that makes skin and body care for all guys via natural formulations, chic packaging and accessible price points; the other is a sustainable, niche fragrance house with fresh, verdant scents perfect for warmer weather.

Horace

“Oh, you dig Horace, too? That’s one of my favorite brands now!” So went a recent chat with a colleague, and it sums up the vibe amongst the grooming editorial set well. French brand Horace has been popular in Europe for years, but it’s only starting to get the recognition it deserves here in the States. Their lineup — hair, body and face care, and even colognes (yes, there are great-smelling colognes from grooming brands) — lands right in that sweet spot: effective, naturally formulated, with chic packaging, that’s all easy on the wallet.

It’s rare to find grooming products that are this intentional and elevated with accessible pricing, yet Horace nails it on all counts.

Horace launched in 2016 to fill a noticeable gap in grooming — especially in France — where guy-specific products were surprisingly scarce. Their goal was straightforward: make modern, clean, easy-to-use grooming essentials without the fuss or outdated macho cliches. And it’s working.

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Horace doesn’t rely on flashy marketing because the products speak for themselves, striking that rare balance of being approachable and elevated. The range is impressively comprehensive: skincare offerings include cleansers, moisturizers, masks and serums; beard care includes oils and balms; haircare covers shampoos, conditioners and styling pastes; and body care offers standout deodorants, body washes and bar soaps. They’ve also expanded into fine fragrances with a line of colognes that are far more refined and elegant than their price suggests. All products are vegan, cruelty-free and made in France, and most formulas boast over 95% natural-origin ingredients.

Horace might have a cool vibe, but there’s nothing pretentious about it. The brand demystifies men’s grooming with effective essentials that make you look forward to your routine. Since opening their first Paris boutique in 2019, they’ve been building steady momentum, and while Horace is still a fresh face in the U.S., with products this good and prices this reasonable, chances are you’ll have a few of their staples in your lineup soon.

12H Protection Deodorant

One of the brand’s OG favorites, this 96.6% natural deodorant neutralizes sweat with herbal, aromatic notes reminiscent of a luxe apothecary. It has zinc ricinoleate for odor control, diatomaceous earth for moisture absorption, tea tree oil for antibacterial properties, and clary sage and eucalyptus for a calming aroma. Plus, it won’t leave marks on your clothes.

buy here: $12

Shave Cream

This rich, nourishing shave cream contains over 98% natural ingredients with none of that synthetic, chemical feel. It’s packed with skin-soothing powerhouses like Shorea butter to help prevent razor burn, Kukui oil to calm irritation, shea butter for hydration and allantoin to soften. The subtle green citrus scent is a new spin on the classic barbershop vibe, and the apothecary-style tube adds a touch of style to your bathroom shelf.

buy here: $10

Face Firming Gel

I love the lightweight feel of this super refreshing gel moisturizer. The formula works to ease fine lines, smooth wrinkles and firm the skin while delivering long-lasting hydration. It combines hyaluronic acid to moisturize and protect and antioxidant-rich Kakadu plum and firming peptides to leave your skin glowing and nourished.

buy here: $27

Patchouli & Cedar Beard Oil

Horace’s standout beard oil turns a possibly extraneous product into a daily essential. The 99% natural formula softens, hydrates and nourishes both your beard and the skin underneath — with no alcohol and no silicones. And the fantastic woodsy blend of patchouli and cedar smells like a brisk walk through the forest.

buy here: $15

Soap Bar

Horace’s bar soaps smell and lather like they should cost twice as much. Free of parabens and sulfates and made with 92.3% natural ingredients, they’re as clean in formula as in design. There are a few verdant scents, but the Orange Blossom and Petitgrain bar is currently in my shower — green, citrusy and subtle.

buy here: $7.50

&Horace Cologne

A brand known for skincare doesn’t need to dabble in olfactory artistry, but Horace proves it can do it well. This super fresh, woodsy-citrus cologne is far more regal smelling than its price suggests. Bergamot and white pepper open with crisp, clean-linen vibes before resting on a velvety base of sandalwood, tobacco and iris.

buy here: $112

Eauso Vert

We’re living in a golden age of fragrance, with a new brand catching my nose nearly every month — sometimes it’s a grassroots passion project, other times a luxury house shaking up its niche — but the best houses have a distinct ethos. For Eauso Vert, it’s all about freshness, verdancy and eco-consciousness. Founded in 2022 by beauty industry veterans Faye Harris and Tanya Gonzalez, this Latin-owned brand is exemplary for its fantastic warm weather-leaning clean ingredient compositions and weaving sustainability into the process. And they’re gaining traction, with the standout scent Dos Mil Años being named a finalist for the 2025 Indie Fragrance of the Year. The hype is warranted.

Eauso Vert is divided into two lines: the Core Collection, which captures daily life via sensory nostalgia and intimate moments reimagined through scent, and the Herencia Collection, which celebrates traditions and ingredients rooted in diverse communities. The overall vibe is fresh and green with the energy of spring and summer. Some blends conjure seaside sunsets, where soft florals mingle with salty breezes; others take you to a dewy morning garden with bright citrus blossoms. My favorite fragrance, Boozy Patchouli, is woody and spicy, yet also airy and sweet, an ideal summer evening aroma. Notes of vetiver, cypress and spices swirl with citrus, florals and greenery, wrapping everything in tropical lush aromas. Spritz one on, take in the verdant surroundings, and smell fantastic.

While plenty of brands greenwash these days, caring for Mother Earth has (rightfully) become a baseline expectation — and Eauso Vert walks the walk. Their bottles are made from 100% recycled glass, topped with compostable wood caps that skip plastic entirely, all while feeling luxe — the kind of presentation you’ll want to leave out on display. Each fragrance is formulated with vegan, cruelty-free ingredients that are 97.7–99% biodegradable, and every component is traceable from seed to spray.

With Eauso Vert, the scents are lush and aromatic without compromising sustainability — a compelling reason to rock their fragrances.

Dos Mil Años

A Fragrance Foundation 2025 finalist for Indie Fragrance of the Year, Dos Mil Años is an aromatic, woody stunner inspired by El Árbol del Tule — a 2,000-year-old cypress tree in Oaxaca’s sacred valley. It opens with bright grapefruit and cypress before settling into clove and spices over an earthy vetiver and rich labdanum grounding base. Dos Mil Años wears like summer morning mist — cool, green and quietly majestic. It’s a fantastic everyday cologne if you lean towards fresh, resinous woods.

buy here: $185

Salvia Salvia

Upon first spritz, I got the sense that Salvia Salvia is a maritime fougère for folks who might not always vibe with aquatics. This warm-weather, heady composition opens with a splash of Mexican lime and sea salt that flows into sage and lush garden greens, all grounded by fir balsam and resinous labdanum. Musky and atmospheric, it wears like an afternoon swim — sun-warmed skin and a salty breeze that hints at a jungle just beyond view.

buy here: $185

Purple Noon

Solar fragrances channel bright, radiant energy — often through citrusy notes — and Purple Noon captures that vibe on its own terms. Inspired by the sun-drenched visuals of the 1960s French film Plein Soleil, this scent opens with Moroccan orange blossom and citrus, drifts into fresh coconut and a touch of spicy ginger, then settles into warm vanilla. It’s a sultry, heady spritzer that carries you from high noon to those dreamy, purple-tinged moment just before nightfall.

buy here: $185

Boozy Patchouli

My favorite from the Core Collection — unsurprisingly, since I love great patchouli — Boozy Patchouli is both refined and primal, the kind of scent you reach for on cool summer evenings. It opens with bright bergamot and pink pepper and dries down into rose for sweetness and depth, while neroli brings a bright, airy lift, all anchored by earthy, high-quality patchouli. It’s intoxicating, distinctive and perfect for those warm-weather soirées.

buy here: $185

More Grooming Brands to Know

Wonder Valley

Sometimes you discover a brand and instantly know it will become a standard by your sink or tub. California-based Wonder Valley is a prime example. The Golden State has been producing fantastic skincare lately and Wonder Valley is helping lead the charge, emphasizing natural ingredients, hip packaging, effective formulations and an artisanal ethos permeating everything they do. I’ve known about the brand for a while, but after meeting the founders in NYC recently, I gained more insight and appreciation for their story, and the meticulous approach that goes into their products.

Wonder Valley started out selling cold-pressed extra virgin olive oil, elegantly housed in cork-top ceramic jars and sold in specialty shops. Riding on that success, the brand expanded into skincare and haircare, weaving natural oils into cleansers and serums. Their body washes, shampoos, scrubs and treatments are packed with natural powerhouses like willow bark, ashwagandha, and plant and sea botanicals, to name a few, and balanced with staples like hyaluronic acid for skincare that’s effective but not overly clinical.

Fischersund

Fischersund is one of those fragrance houses that appeals directly to my personal olfactory vibe, so I couldn’t wait to write about them. I discovered the brand on a trip to Iceland when I spotted a display of their striking candles and colognes in distinctive, smoky vessels at my hotel. Founded in 2017 by Jónsi of Sigur Rós and his siblings, along with partners Sindri and Kjartan Holm, Fischersund blends scent, sound and art to capture Iceland’s raw, untamed beauty. Their colognes, candles, room sprays and incense carry an air of mystery, each scent unfolding like a transportive journey through the country’s rugged landscapes with unconventional, evocative notes that are atmospheric and edgy.