The 10 Best Grooming Products That Launched in 2025

Every year brings a flood of grooming launches, and most of them are forgettable reformulations with new packaging. But 2025 has delivered genuinely innovative products that solve real problems — from peptide-powered hair treatments to AI-personalized skincare. Here are the ten that earned a permanent spot in our rotation.

Aesop Exalted Eye Serum replaced the brand's classic Parsley Seed Eye Cream with a lightweight gel-serum hybrid powered by vitamin C and niacinamide. The airless pump packaging protects the vitamin C from oxidation, and the formula absorbs instantly without the heavy residue that plagued its predecessor. At $73, it is vintage Aesop — effective, minimal, expensive.

Humanrace Lotus Enzyme Exfoliator, Pharrell's latest addition to his skincare line, uses papaya and pineapple enzymes for chemical exfoliation that feels like a spa facial. The cream-to-foam formula activates with water and dissolves dead skin without any physical scrubbing. It launched at $46 and sold out within 48 hours before restocking.

Prose Custom Scalp Mask brought prescription-level scalp care to the direct-to-consumer space. After filling out a detailed questionnaire about your scalp concerns, Prose formulates a custom mask targeting your specific issues — whether that is dandruff, oil, sensitivity, or thinning. Each jar is made to order and ships within a week from their Brooklyn facility at https://www.prose.com.

Lab Series MAX LS Overnight Renewal Serum introduced a nighttime retinol-peptide complex calibrated specifically for male skin density and oil production. The micro-encapsulated retinol releases gradually over eight hours, minimizing irritation while maximizing cell turnover. It is the smartest retinol launch we have seen from any men's-specific brand.

Byredo Mixed Emotions Hand Cream turned a utilitarian product category into a design object. The fragrance-forward formula moisturizes with shea butter and marigold extract while leaving your hands scented with Byredo's cult Mixed Emotions composition — maté, violet, and birch. It solved the problem of hand cream smelling medicinal.

Also making the cut: Summer Fridays Jet Lag Mask SPF 40 for combining hydration with sun protection, Fable & Mane MahaMane Superfood Hair Oil for its Ayurvedic-meets-modern approach, Harry's Face Lotion SPF 30 for drugstore accessibility with a clean formula, and Malin+Goetz Cannabis Hand+Body Wash for its updated fragrance profile. Each product earned its place by doing something its predecessors could not.