Men’s grooming routines have become a lot more considered. The bathroom shelf that once held little more than soap, shampoo and deodorant now has some company: a cleanser that actually suits their skin, a styling product that keeps unruly hair in check, beard care that goes beyond a quick trim and, of course, the fragrance they refuse to replace.
But more products don’t necessarily mean more complicated routines. For many men, grooming is still driven by a simple question: what does this actually do for me? A beard oil earns its spot because it helps with dryness, a styling tool because it makes getting ready quicker and skincare because it tackles a specific concern. It’s less about following an elaborate regimen and more about finding products that work hard, work well and fit easily into the day.
So, what does the modern grooming routine actually look like? The products men are reaching for offer a pretty good clue. From smarter skincare and targeted haircare to grooming tools and signature scents, here’s what’s increasingly making its way into their routines, and staying there.
For dry skin that feels tight after cleansing, this creamy, non-foaming formula keeps things gentle. It combines three essential ceramides, which help support the skin barrier, with hyaluronic acid to help retain moisture as it cleanses away dirt and excess oil. The result is skin that feels clean without that stripped, squeaky feeling. Massage it onto damp skin with lukewarm water, rinse and you have an easy AM-and-PM staple.
Shaving in a rush and emerging with a razor nick is practically a grooming rite of passage. This multipurpose trimmer makes the job easier, with 10 attachments designed to tackle hair across the face and body. Its stainless steel blades, washable design and battery-powered convenience make it especially handy for regular grooming and travel. Simply pick the attachment for the job and work in the direction of hair growth for a neater finish.
A good beard oil should take care of the hair and the skin underneath it, and this one does both without leaving behind a greasy finish. A blend of avocado, argan, sunflower seed and coconut oils helps condition and soften facial hair, while the lightweight texture absorbs easily. The fresh green tea and cucumber scent is a welcome bonus. Work a few drops through the beard, then follow with a comb to distribute the oil evenly from root to tip.
For anyone who wants their shower routine to do a little more without adding another three steps, this charcoal soap makes a convincing case. Activated charcoal helps lift away dirt, excess oil and impurities, while rosemary leaf extract and coconut oil round out the formula. It also provides gentle exfoliation to help remove dead skin cells, making it an easy addition when smoother, fresher-feeling skin is the goal. Low effort, useful payoff.
Some fragrances sit quietly in the background. Angels’ Share is not one of them. Inspired by cognac, this rich gourmand layers the warmth of the spirit with oak, cinnamon and tonka bean, before settling into an indulgent blend of praline, vanilla and sandalwood. The result is warm, boozy and sweet, making it particularly tempting for evenings out. Spritz it onto pulse points and let it settle naturally rather than rubbing the fragrance into the skin.
If woody fragrances are your usual territory, Burberry Hero makes a strong addition to the rotation. The Eau de Parfum brings together a trio of cedarwood oils with pine needles, benzoin and incense for a scent that feels warm, woody and subtly smoky. It has enough presence to make an impression without making your fragrance the first thing to enter the room. Wear it as the finishing touch to office formals, then let it carry you into post-work plans just as easily.
For hair that needs some direction without looking overly styled, this moulding gum offers plenty of room to play. The formula provides hold and definition with a shiny finish, whether you’re shaping tousled texture, adding structure to curls or going for a slicked-back look. It’s workable enough to help mould the hair into your preferred style rather than setting it into place immediately. Consider it the middle ground between polished and perfectly undone.

