The Best Grooming Brands to Know Right Now (2025)

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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. But it can be challenging to weed through the buzz and find effective products that cater to your specific needs and are worth the investment. Thus, we aim to 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 category and excel at it. Some brands 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 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. Some might work for you, some might not, but all are worth checking out.

Regardless, knowledge is power. This time, we’re highlighting Artem, a stellar luxe fragrance house in NYC with an emphasis on evocative storytelling, and Narcyss, a buzzy, hip and holistic European skincare brand.

Artem

I first heard about Artem from a colleague at Osswald NYC (one of NYC’s best perfumeries that has its finger on the pulse of olfactory trends). But beyond the recommendation, the name and storytelling behind the scents piqued my interest. When I met founder Bryan Elliott in a Brooklyn coffee shop, one thing was clear: he is fervent about fragrance. It was no surprise, considering he cut his teeth at powerhouses like Creed and LVMH, but what stood out was how refreshingly unpretentious he was. As a brand, Artem positions itself as a storyteller for everyone, using evocative fragrance pyramids by way of a time-and-place approach inspired by music and locales. They’re in it for the right reasons, crafting each scent with attention to detail and honoring the artistry of perfumery.

Admittedly, I’m not usually drawn to fresh, airy notes, and if you look at the fragrance pyramids of Artem’s core scents, you’ll see plenty of florals and citrus in the mix. But these specific compositions are singular, artisanal yet approachable, and they smell damn good. They feel luxurious but can certainly be an everyday cologne, especially for a guy looking to add a floral or citrus fragrance to his rotation. Artem might not be the go-to for diehard woods enthusiasts (myself included), but their scents are so well-crafted that you look forward to spritzing and taking in all the notes.

A distinct Southern theme runs through these scents, many inspired by bygone eras. Southern Ballad channels the founders’ memories of 1990s Atlanta, blending honeysuckle and bergamot with gardenia and blackberries before settling into a warm sandalwood base, evoking a balmy Southern breeze. The brand’s love for music is also evident. Subliminal Melody draws from 1970s Donny Hathaway, with citrus, rose and woods creating an intoxicating yet grounded citrus floral. Notes in A Minor pays homage to Ella Fitzgerald’s “Summertime,” layering honeysuckle, bergamot and florals into a regal blend. But it’s not all sunshine. Vetiti Spiritus nods to the smoky jazz clubs of the 1920s, weaving bourbon and tobacco before settling into a rich cedar-vanilla base. I’ve been wearing Subliminal Melody myself, and it evolves on the skin with a mysterious interplay of rose and sandalwood after the initial citrus brightness fades. These scents are elegant yet effortlessly wearable, unfolding like a story on your skin.

The packaging, too, is as meticulously crafted as the colognes. The intricate, woodcut-like graphics (which range from patterns of notes to scenes reflecting each scent) on the boxes are a beautiful touch. Artem may be a young brand, just over two years old, with seven perfumes in its collection, but you’ll be hearing much more about this rising house. Rock any of the below this spring and let the scent transport you to a distinct and fantastic-smelling time and place.

Narcyss

Breaking into the men’s grooming world isn’t easy, so I’m always on the lookout for wholehearted recommendations of new brands. An industry colleague (who only reps brands he genuinely believes in) put Narcyss on my radar, and between the hearsay and the superb packaging, I was intrigued. After some firsthand experience, I came to this conclusion: If the grooming world were the music scene, Narcyss would be an indie band everyone’s talking about — buzzy and hip, but with substance and style. Founded in 2020 and formulated in Paris and Sweden, Narcyss is premium, practical, cool-guy skincare.

Narcyss was born out of necessity. After years in fashion and luxury, brothers Gustaf Törling and Oscar Knaust saw a gap in self-care products that spoke to them. So they set out to create an inclusive, aspirational and, importantly, effective brand. At its core, Narcyss takes a no-nonsense approach: natural formulations, chic packaging and products that work. They smell damn good, feel incredible to use and look undeniably cool in your medicine cabinet.

Much of the line features adaptogens (powerful plant- and mushroom-based compounds that protect and repair), resulting in skincare that’s both science-backed and nature-infused. These are products a guy will feel comfortable with immediately (moisturizers, cleansers, serums and eye creams), plus a few he might want to try (like masks). The AMPM moisturizer is rich enough for nighttime recovery yet light enough for daytime use. It also has a fantastic herbaceous scent. The Pool Suite facial cleanser evens skin tone and gently exfoliates. Le Poème du Corps body wash detoxifies as it cleanses, with a scent of bergamot, patchouli and leather akin to a fine cologne. Acid House, a powerhouse serum, blends plant-derived ingredients to rejuvenate. And because we love a good hand cream, the Upper Hand balm keeps hands hydrated in a stylish tube. Narcyss operates with a commitment to small-batch production, so if something sells out (which happens often), patience is key.

Beyond the products, Narcyss embodies a philosophy of wellness and healthy aging. More men are embracing skincare, meditation and self-care, and Narcyss supports this — not just through high-quality, additive-free, vegan formulations packed with potent botanicals, but through the brand’s entire culture. It’s not just about skincare that looks great and delivers results; it’s about living well. And honestly, we could all use more of that.

More Grooming Brands to Know

Blu Atlas

With its high-quality, effective ingredients, remarkable scents and handsome packaging, Blu Atlas is a new go-to for premium skincare that can be summed up in two words: simple sophistication. Their range includes moisturizers, shaving creams, serums, deodorants, shampoos, exfoliators, hair styling products, fragrances and more, all crafted without parabens, sulfates or phthalates, and made in the USA. Their instantly recognizable cobalt blue bottles add a modern, apothecary-style flair to any medicine cabinet, appealing to those who want targeted, simple and effective products that look and smell great.

Blu Atlas incorporates unique, naturally derived ingredients like aloe barbadensis leaf extract, a natural moisturizer that provides soothing, anti-inflammatory benefits for conditions such as acne, sunburn and itchy scalp. Coffea canephora, rich in caffeine, also offers anti-aging antioxidants that brighten the skin, increase firmness and boost circulation. Volcanic ash, or bentonite clay, another key ingredient, is packed with minerals and antibacterial properties that support skin health by removing excess oil and impurities, leaving pores looking and feeling tighter. Blu Atlas is committed to clean beauty, ensuring that every product comprises 96-100% naturally sourced ingredients, thoroughly vetted through scientific research.

Selahatin

We are fans of artisanal toothpaste, but the Stockholm-based brand Selahatin takes luxury oral care to the next level. Described by many as “perfume for your mouth,” Selahatin offers whitening toothpaste, mouthwashes and oral sprays. Each toothpaste, with catchy names and stylish tubes, has its own fragrance pyramid.

Sometimes, beautiful ideas are born out of tragedy. Selahatin was founded in 2016 by Kristoffer Vural, who experienced a stroke before the age of 30, which he says heightened his senses and underscored the importance of daily routines. Thus, the brand strives to create products that provide functional benefits and emotional connections. Vural’s vision stems from his journey, as he sought products that offered a sense of escapism and improved his well-being during his recovery.

There are brains behind the beauty, too. The toothpaste features a four-dimensional rejuvenating whitening process that is gentle enough for daily use. It combines deep cleansing, exfoliating, polishing and enamel-bleaching with anti-inflammatory and antioxidant properties from ingredients like limonene, edelweiss extract and 1100 ppm fluoride. With a commitment to sustainability, their products are housed in recyclable aluminum tubes. These vegan and dermatologically tested toothpastes can be ordered from the Selahatin site and will be more widely available in the U.S. soon.