The modern man’s grooming routine is evolving—moving away from basic maintenance toward sophisticated, science-backed rituals. In 2025, men are investing in their skin, scent, and shaving tools like never before. Whether you’re just stepping up your grooming game or refining an already polished routine, here are five key trends reshaping men’s grooming—plus top-tier product picks you can find at Selfridges.

1. Future‑Proof Skin & Barrier Repair

Trend: Science‑led skincare focusing on microbiome support, ceramides, and minimal ingredient lists for long‐term skin health.
• The Ordinary Soothing & Barrier Support Serum: Lightweight, ceramide‑rich serum boosting hydration and strengthening the skin barrier.
• Dr. Jart+ Ceramidin Moisturizing Cream: Deep nourishment with five ceramides, ideal for dry or compromised skin.

2. Wet Shaving with Premium Botanical Serums

Trend: Returning to classic wet‐shaving rituals with high‑slip shaving serums and eco‑friendly tools.
• Aesop Moroccan Neroli Shaving Serum: Hydrating botanical blend for smooth, irritation‑free razor gliding.
• ClarinsMen Shave & Beard Oil: Multi‑use oil softening stubble and prepping skin for a smoother shave.

3. Fragrance Layering with Quality After‑Shaves

Trend: Using scented after‑shaves or shower gels in fragrance layering routines.
• Acqua di Parma Colonia Bath & Shower Gel + Colonia Cologne Set: Matches body wash to cologne for seamless scent layering.
• Hermès Terre d’Hermès After‑Shave Balm: Earthy, woody finish that complements broader fragrance routines.

4. Beard & Hair Health via Oils/Serums

Trend: Focusing on beard nourishment and grooming with luxurious oils that double for hair/beard shine.
• Aesop Shine Hair & Beard Oil: Adds shine and conditioning with a refined botanical scent.
• Tom Ford Conditioning Beard Oil: Premium oil blend that softens beard without greasiness.

5. Next‑Gen Tech Shaving Tools

Trend: Sophisticated grooming tech (electric shavers/trimmers) for precision and convenience.
• Philips 1000‑Series Electric Shaver: Affordable daily shaver under £50—compact and efficient.
• Wahl Lifeproof Electric Shaver: Robust, water‑resistant, with long battery life and durable build.