For a $75 billion industry, we don’t talk all that much about men’s grooming. Maybe that’s just the way of men, a group of more stoic consumers who prefer less talk, more action. Whatever the case, men are buying more grooming products than ever before. This includes your staples — soaps, moisturizers, razors, deodorants, and colognes. But increasingly we’re expanding our roster of bathroom products to include exfoliants, retinol creams, cleansers, and hair dyes. After all, what’s the shame in wanting to look younger, smell fresher, and take better care of our skin and hair? We ask our kids to keep clean and take care of their bodies — we should show them how it’s done.

Still, men’s grooming isn’t quite matching the women’s beauty industry in sales or sheer number of products. Not yet. A deep well of makeup is not yet the norm for men, and while shaving and trimming body hair is far from taboo, laser hair removal threading, and waxing have yet to take off. We might be occasionally concealing blemishes, but we’re probably not turning to foundation. Men want to look good, but fortunately we don’t yet need to navigate a confusing sea of products.

This is why, for Fatherly’s first annual Men’s Grooming Awards, we’re focusing on the few dozen products we need to shave us, moisturize us, remove the under-eye bags, and leave us with a fine scent. Since we are offering up the essentials, we make sure we really believe in those products. The best of the best is the goal when you don’t need much to begin with. That’s what Fatherly, and our panel of 10 judges, has done in putting together this list of grooming products. These are all the basics you need, only better. So go ahead and focus on looking, smelling, and being your best. Your kids will see you — and get the right message.

Photographs by Xin Xin

Photo Director: Alex Pollack