was founded in 2016 to be the ultimate go-to grooming resource for men everywhere, featuring informational articles, tips, buying guides and how-to guides so that men everywhere can be both better informed and more handsome.

Why give your attention?

We get it. There are a lot of men’s grooming websites that want your attention, many of them big brands with their own swag and everything. So, why should you choose over them?

Well, for starters, we’re real folks with real dedication to grooming. By that, I mean, we didn’t start this endeavor with dollar signs in our eyes. Instead, we started as a reaction to all of the shallow, useless male grooming info that’s circulating.

Part of what sets us apart is our attention to detail and research. We don’t just show you a few products and say, “Buy one.” Instead, we seek to present you with scientific facts and other pieces of information that can help you make your own informed grooming choices. We want you to figure out what works for you, and we want to enable you to be an informed consumer.

But don’t you recommend products?

Yes, we at absolutely, 100% totally recommend products, just like many other grooming websites. What sets us apart, however, is that we carefully select the products to recommend based on what we, as guys who groom themselves daily, like about those products. We never recommend products that we ourselves wouldn’t use. We want to show you which products we like and tell you why we like them. What you do next is up to you. We do not pressure anyone to go out and buy Product X—that’s not our style.

But don’t you make money off of the products you promote? Doesn’t that influence the products you recommend?

Firstly, yes, we make commissions when people buy products. However, we never base recommendations on financial reasons. Not only is it just plain wrong, it’s not good for our brand, because it’d make us shallow shills just like the other websites we’ve lowkey criticized earlier in our About Us. All of our recommendations come from our true belief that these are good products, otherwise they wouldn’t even appear on our site, period.

The money we make goes back into running Again, we’re trying to be different and put some good grooming vibes out into the world. Once you get to know us better, we think you’ll see what we mean.

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