The sea of products at your local drugstore can be daunting. The men's grooming product space is only getting larger—in total, U.S.-based men spent $6.9 billion on grooming products in 2017, according to data from Euromonitor, a data and market researcher. My inbox, as a men's style editor, has been flooded with the news of men-targeted grooming brand launches.
We spoke to Francesco Clark, the man behind Clark's Botanicals (a brand that has evolved from a homemade serum to a leader in the natural-but-effective beauty space), interviewed Alex Penfold of "The Bro Mask" and Jaxon Lane and more. But we haven't cut through to the nitty gritty and revealed what each team member actually repurchases time and time again.
Here is a condensed list of tried-and-true grooming saviors that our editors find themselves buying on repeat.