This week’s race
Philips Norelco leads; Braun climbs 9 spots.
Power ranking
Who leads this sub.
The reviewer check
The machines rank these brands. We checked their products against the people who filmed them.
Every score is distilled from independent YouTube reviews of the products the AIs name here — then set beside the AI rank.
This week?
Braun holds the grooming category for the eighth week running, a lead no competitor has challenged. Cremo's surge from twenty-seven to seven—a jump of twenty spots—marks the week's largest move and puts it in the fight for the top tier. Kiehl's and Nivea Men both entered the rankings, with Kiehl's landing at number nine. Native and Old Spice both fell, dropping thirteen and eight spots respectively, while Proraso climbed fifteen positions to number ten.
The questions?
These rankings answer 8 buyer questions. Open any one for the head-to-head.
The subcategory score is an aggregate. Each question has its own AI ranking, reviewer check and weekly movement — that's where the picks actually come from.
Act one
Where the machines rank them.
Three AI models rank every brand in this sub — who just arrived, the full board, the lineups each fields, and who owns each trait.
Newcomers
Just arrived.
new · Jun 2026
#81 · in best face washes for men
new · Jun 2026
#98 · in best shaving creams
new · Jun 2026
#93 · in best shaving creams
new · Jun 2026
#73 · in best shaving creams
new · Jun 2026
#97 · in best beard oils
new · Jun 2026
#90 · in best beard oils
new · Jun 2026
#55 · in best deodorants for men
new · Jun 2026
#95 · in best beard oils
new · Jun 2026
#50 · in best shaving creams
Full ranking
Every brand ranked.
as of June 15 · vs June 16 · 8 intents?
Brand portfolios
What each brand fields here.
Act two · ★ new
What people & press say.
Where the AI ranking and the reviewers part ways — and which of these brands are making news right now.
In the press
Which brands are making news.
6 brands in Grooming drew coverage in the last 30 days — the mood skews positive.?
WahlPositive
John Wahl's Alabama lieutenant governor campaign dominates coverage with polling leads and endorsements, while a grooming product promotion and unrelated obituary round out the mix.
via Alabama Daily News, Yahoo Finance, Alabama Political Reporter · 8 stories
CremoPositive
Cremo receives predominantly positive coverage highlighting product quality and value, with praise for razors, colognes, and grooming accessories, while unrelated articles provide neutral context.
via Dignity Memorial, Nottingham Post, Esquire · 8 stories
Kiehl'sPositive
Kiehl's coverage is uniformly positive, dominated by new product launches, retail expansion, and brand partnerships alongside strong product endorsements from major publications.
via Yahoo Finance, The Jerusalem Post, RETAILBOSS | Substack · 8 stories
Harry'sCritical
Harry's CPG brand shows growth ambitions amid dominant royal family scandal coverage unrelated to the company.
via ELLE Decor, Atlanta News First, Yahoo · 8 stories
CetaphilPositive
Cetaphil receives predominantly positive coverage highlighting its effectiveness for skin concerns like crepey skin and rosacea, with several comparison pieces positioning it favorably against competi
via Real Simple, HELLO! Magazine, Prevention · 8 stories
BraunMixed
Coverage of Gov. Mike Braun focuses on tax relief and policy actions, with positive framing of gas tax suspension efforts and mixed reception to cultural proclamations.
via Fox 59, WANE 15, WNDU · 8 stories
as of June 13 · 6 brands?
Marketing honesty
Which brands keep their word.
6 brands in Grooming carry a marketing-honesty score — how their official claims hold up against owner & expert reviews. Field median 77.?
as of June 17 · 6 brands?
Act three
How the models think.
Where each brand actually competes across the buyer questions, and the running ledger of what just moved in this sub.
Intent dominance
Where each brand actually competes.
as of June 15 · 8 intents?
Ledger?
What just moved in this sub.
- ▼ fall#25 → #58
- ▼ fall#13 → #44
- ▼ fall#29 → #56
- ▲ climb#30 → #13
- ▼ fall#10 → #27
- ▼ fall#15 → #32
- ✦ debutdebut at #15
- ✦ debutdebut at #17
- ▼ fall#22 → #35
- ▲ climb#19 → #8
- ▼ fall#16 → #26
- ▲ climb#23 → #16
- ▼ fall#14 → #20
- ▲ climb#27 → #22
- ✦ debutdebut at #25
- ▼ fall#28 → #33
- ▲ climb#5 → #1
- ▲ climb#18 → #14
- ▼ fall#17 → #21
- ▼ fall#9 → #12
about grooming
Pick by what you need
- buying intents · in products →
- Best Electric Shavers
- Best Beard Trimmers
- Best Razors for Sensitive Skin
- Best Body Groomers
- Best Deodorants for Men
- Best Beard Oils
- Best Shaving Creams
- Best Face Washes for Men
interesting facts from grooming
The men who shave and groom themselves have choices. Gillette built itself on the razor and has held that ground for a long time. Harry's came in small and direct. Dollar Shave Club made it a game. Schick and Wilkinson compete on steel and precision. Each one knows what it does. Each one believes it does it best.
Some brands chase the barbershop. Others chase the drugstore. Some chase the man who does not think about grooming much at all. The buyer needs to know what he wants before he picks. Does he want tradition or does he want something new. Does he care what his father used. These questions matter more than the brand itself.
The brand rail stops here. For the individual products inside this sub, switch to the product view.