The Best Men’s Grooming Brands to Know Right Now

New men’s grooming brands launch all the time nowadays, and with more guys putting thought into their moisturizers, shaving creams and grooming tools than ever before, it’s only natural that the market is expanding.

I know it can be overwhelming to weed through the buzz and find effective products that cater to your specific needs — and especially, to determine which ones are worth your investment. So I’m here to simplify and spotlight the exact grooming brands that should be on your radar.

Some of 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 brands may contain their own proprietary ingredients, while others use tried and true formulations. Many put lots of thought into enhancing 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.

In short: some might work for you, some might not, but all are worth checking out.

In this edition, I’ll take a closer look at two stellar brands in their respective grooming worlds: a super-chic and subtle Parisian fragrance house with effortlessly wearable scents, and a standout unisex skin, hair, and body care line that fuses science and sheer cool factor.

D’Orsay

D’Orsay isn’t exactly new, but it might feel that way. The Parisian fragrance house dates to the 1800s, when Count Alfred d’Orsay — a known dandy, artist and son of one of Bonaparte’s generals (and allegedly the monocled figure on The New Yorker cover) — created a perfume as a love letter to his partner, Marguerite Blessington.

Designed for them both to wear, it introduced a concept that defines the brand today: fragrance as a shared ritual. Drawn to its heritage, Amélie Huynh (from STATEMENT Paris) revived the house in 2015, giving it a modern appeal and honoring its innate unisex spirit. Long celebrated in France, D’Orsay is now capturing noses stateside with scents that are subtle, chic and effortlessly wearable.

These may be niche fragrances, but they’re refreshingly approachable for anyone ready to move beyond mass-market cologne without venturing into avant-garde extremes. A soft thread of woods or musk runs through much of the line, grounding compositions from bright citrus to airy florals. They’re never loud or overbearing (no “beast mode” here); instead, they linger with quiet confidence.

My personal favorite, “GA,” combines cardamom, black tea and leather for a warm, spicy aroma. Another standout, “LB,” pairs iris, orange blossom, and cashmeran for a floral that feels elegant and bright. With profiles ranging from woodsy to citrus to herbaceous, D’Orsay creates colognes that are elevated yet easygoing, designed to enhance your presence without overpowering it, and all without breaking the bank.

The packaging is sleek and display-worthy, and each bottle carries two initials (a poetic “love-letter” nod to Alfred and Marguerite’s secret correspondence.) The perfumers (or noses) who create the compositions are some of the most celebrated names in the industry: Dominique Ropion, Olivia Giacobetti, Fanny Bal, Bertrand Duchaufour, and more.

Available through niche boutiques and online, of course, D’Orsay is a bit of an insider secret in the U.S., but don’t expect that to last for long. Whether you’re after a new signature scent or curating your rotation, D’Orsay fragrances wear beautifully and tell a subtle story while doing so.

À cœur perdu. L.B.

This fragrance pyramid is a floral-citrus regality. Powdery iris rests atop bright orange blossom,
then melts into a warm base of cashmeran and moss for a touch of green earthiness.

Dandy or Not. G.A.

A fan favorite from the line, this scent revels in dandy-fied duality. Bright orange blossom and
grapefruit intertwine with the black tea and spiced cardamom, before resting on a base of
leather and patchouli. Bright yet earthy.

Vouloir être ailleurs. C.G.

Reworked from the archives, this floral-green scent is all about subtle sophistication. It opens
with bright lemon and linden blossom, then settles into the soft warmth of acacia wood. Three
simple notes speak herbaceous, fresh volumes here.

À cœur perdu. L.B.

This fragrance pyramid is a floral-citrus regality. Powdery iris rests atop bright orange blossom,
then melts into a warm base of cashmeran and moss for a touch of green earthiness.

Grown Alchemist

One of the most rewarding aspects of this column is discovering lineups that are approachable, effective and upgrade-worthy. Grown Alchemist absolutely fits that bill. And guess what: if you’ve ever stepped into an Equinox locker room or lounged in a Delta One cabin, chances are you’ve already crossed paths with this Aussie-born brand.

Founded in 2008, Grown Alchemist lives at the intersection of science and nature, using up to 94% natural ingredients and clinically-proven actives designed to combat everyday stressors. Think unisex formulas that cleanse, hydrate and protect — all wrapped in apothecary-esque packaging that looks as elevated as it performs. Oh, and it doesn’t hurt that it has one of the coolest names in the grooming game.

With Grown Alchemist, it’s not just about natural credentials but also the science behind the formulas. The brand fuses advanced biotechnology with antioxidant-rich botanicals to create products that work with your skin, not just on it.

The lineup reads like a curated grooming ritual: a Gentle Gel Cleanser that’s as mild (and great-smelling) as it sounds, a Skin Renewal Cream powered by mushrooms and echinacea to repair overnight, and a Renewal Serum that evens tone and texture. Even the body and hair care (like the Energize Body Cleanser and Hydra-Restore Shampoo) turn daily rituals into small luxuries. I keep their hand wash and cream in rotation for their stellar, citrus scents and non-greasy hydration.

What keeps its fan base so loyal is simple: innovative and elevated skin, body, and hair care that simply works. And that smart-meets-chic balance explains why the brand’s U.S. presence continues to grow, most recently with a launch at Nordstrom. Whether you’re upgrading your regimen or want targeted essentials, consider Grown Alchemist grooming alchemy at its finest.

Invigorate Hand Wash

Infused with botanical oils and antioxidants, this hand soap cleanses without disrupting your
skin’s pH, leaving hands soft and refreshed. I love its subtle orange, cedarwood, and sage scent,
and the minimalist bottle looks cool near any sink.

Enzyme Exfoliator

This chemical exfoliator uses fruit enzymes and a vitamin-rich tropical complex to gently boost
texture and tone, breaking down dead skin cells for a smoother, brighter look. Stick to using it
once or twice a week for best results.

Hydra-Restore Day Cream

Inside this sleek, travel-friendly tube is a 97% natural formula with soothing aloe, vitamin E,
glycerin, camellia, and rosehip oil. Lightweight, non-greasy, and fast absorbing, it delivers deep
hydration with a luxe texture.

Luxe Grooming + Care Bundle

Shaving gel? Check. Natural roll-on deodorant? Check. Their exemplary hand cream?
Absolutely. This set is an excellent introduction to body care from GA at a great value.

More Grooming Brands to Know

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.

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 warm weather-leaning, clean-ingredient compositions. They also do a great job of weaving sustainability into the process. Plus, they’re gaining traction: standout scent Dos Mil Años was named a finalist for the 2025 Indie Fragrance of the Year. The hype is warranted.

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