When it comes to choosing the best soap for men, the market is brimming with excellent options that cater to various skin types and preferences. High-end brands like Duke Cannon and Dr. Squatch have gained popularity for their rugged appeal and commitment to natural ingredients, making them ideal choices for those who prefer a more earthy and refreshing cleanse. For those seeking luxury, Tom Ford and Jack Black offer premium options that promise a blend of sophistication and efficacy in skincare. To explore the full list of standout soap brands designed specifically for men, continue reading below.
Illustration of soap for men
Best brands of soap for men in 2025
Dove Men+Care
Dove Men+Care is a leading brand in the men's grooming market, known for its high-quality products specifically designed for men's skin. Launched in 2010, it has established a significant market presence, holding an 8.1% market share in the men's grooming market as of 2019. The brand's product range includes the #1 dermatologist-recommended body wash, body and face bars, antiperspirant/deodorants, and hair care products, all featuring innovative technologies like MICROMOISTURE and 1/4 moisturizing cream. Dove Men+Care dominates the men's body wash market, particularly in North America, where it is one of the top brands alongside Old Spice and Axe, with the region accounting for over 40% of the global revenue. The brand's commitment to addressing specific skin needs and its extensive distribution network have solidified its position as a market leader. For more information about Dove Men+Care, visit their official website.
Jack Black
Jack Black is a leading brand in the prestige men's skincare market, celebrated for its high-quality, efficacious products. Since its founding in 2000, the brand has grown to offer over 70 products, including best-selling items like the Face Buff Energizing Scrub, Double-Duty Face Moisturizer SPF 20, and Pit Boss(r) Antiperspirant & Deodorant. Jack Black holds the #1 position in various categories, such as men's skincare, facial exfoliator, facial moisturizer, and body care, according to Circana Group's U.S. Prestige Beauty Total Measured Market data for 2022. The brand is known for its simple, superior grooming products that deliver real results and are cruelty-free, made in the USA. Jack Black's extensive distribution network includes partnerships with major retailers and online platforms, contributing to its widespread popularity. For more information about their market rankings, you can view their detailed NPD data.
Kiehl's
Kiehl's is a leading skincare and cosmetics brand, particularly renowned for its high-quality products tailored for men. With a brand awareness of 42% among male cosmetics users in the United States, Kiehl's enjoys a significant market presence, where 9% of male users utilize its products, and 78% of these users show loyalty to the brand. In 2021, Kiehl's male cosmetics revenue in the U.S. was projected to reach $562 million, highlighting its strong market position. The brand has successfully captured 39% of its overall sales from male consumers, catering to specific male archetypes such as Skin-Savvy Sean, Mainstream Mike, and Active Age Defender. Kiehl's continues to innovate and expand its market by targeting the growing male skincare segment and emphasizing natural and organic products.
Dr. Squatch
Dr. Squatch is a leading brand in the men's personal care industry, renowned for its natural, handmade soaps and grooming products. Founded in 2013 by Jack Haldrup, the company has experienced rapid growth, scaling from $5 million in revenue to $100 million within 18 months after securing outside capital. Dr. Squatch's products, made from organic and sustainably sourced ingredients, have resonated with a health-conscious demographic, particularly men in middle America who traditionally did not consider natural cosmetics. The brand's unique marketing approach, including humorous and engaging content on YouTube and social media, has been instrumental in its success. As of 2023, Dr. Squatch has continued its impressive growth, reaching over $200 million in annual sales.
Baxter of California
Baxter of California is a renowned brand in the men's grooming industry, known for its high-quality, natural, and paraben-free products. It offers a range of award-winning hair care, skincare, shaving, and other grooming products, including its popular Exfoliating Body Bar, which is designed to invigorate and smooth the skin. The brand is part of the L'Oreal group and has seen significant growth in the men's grooming category, which has experienced an 11% increase in facial skincare sales and 9% and 12% growth in electric shavers and trimmers, respectively, as reported by The NPD Group. Baxter of California's products are favored for their moisturizing and exfoliating properties, making them a premium choice for men seeking effective and natural grooming solutions. The brand's commitment to quality and natural ingredients has made it a staple in the men's grooming market. For more information, visit their website.
Brickell Men's Products
Brickell Men's Products is a leading brand in the men's skincare and grooming industry, known for its high-quality, natural, and organic ingredients. With a brand awareness of 35% among male cosmetics users in the United States, Brickell stands out for its effective products such as the Clarifying Gel Face Wash, which has been titled "Best Face Wash for Men with Oily Skin" by Forbes. The company, founded in 2014, has demonstrated significant revenue growth, exceeding the industry average, and boasts a strong market share. Around 10% of male cosmetics users in the U.S. use Brickell products, and 60% of these users show loyalty to the brand. Brickell's products are highly recommended by various publications, including GQ, Men's Health, and Rolling Stone. You can explore their range of men's skincare products on their official website.
Duke Cannon Supply Co.
Duke Cannon Supply Co. is a premier brand for men's grooming products, particularly renowned for its high-quality soaps that cater to a diverse range of male demographics. The brand has identified key target audiences, including "Dukes" (men aged 25-44), "Javiers" (Hispanic and Latino men aged 25-44), and "Jakes" (Gen Z men aged 18-24), highlighting its broad appeal. With online revenue of $18.3 million in 2023, Duke Cannon has established a strong presence in the U.S. market, primarily within the care products category. Inspired by traditional values and scents, the brand offers products such as the Bourbon Oak Barrel soap, appealing to men who value quality and purpose. Duke Cannon's research has shown that its brand connects with men across various age groups and ethnicities, solidifying its position as a leading men's grooming brand.
NIVEA Men
NIVEA Men is a leading brand in the male cosmetics market, renowned for its high brand awareness and loyalty. In the United States, 78% of male cosmetics users are aware of NIVEA Men, with 23% using the brand, and 83% of its users showing loyalty by intending to use it again. In the UK, the brand awareness is even higher at 93%, with 41% of male cosmetics users utilizing NIVEA Men and 88% of users demonstrating loyalty. The brand is popular globally, particularly in regions like Asia Pacific, where it is among the top brands driving the men's body wash market growth with a CAGR of 10.8% from 2024 to 2031. NIVEA Men's products are favored for their quality, skin health benefits, and effective hydration.
Old Spice
Old Spice is a leading brand in the men's grooming industry, particularly renowned for its dominance in the deodorant and body wash markets. As of 2021, Old Spice held a 9.1% market share in the men's body wash and liquid soap segment, up from 7.4% the previous year, making it the second-largest brand in this category. In the deodorant market, Old Spice maintained a significant market share of 11.8% in 2019 and is forecasted to hold 11.9% by 2024. The brand's success can be attributed to its effective rebranding, innovative marketing campaigns, and strong consumer loyalty. Old Spice's products have seen substantial growth, such as a 27.88% increase in dollar sales for its body wash since September 2013. For more detailed insights, visit their Old Spice market share analysis.
Cremo
Cremo, a leading brand in the men's grooming industry, is renowned for its high-quality soap and other personal care products. In 2018, Cremo achieved a significant growth rate of 56% to reach over $75 million in retail sales, driven by its expansion into men's hair styling, body care, and skincare products. The brand's success is supported by growing demand in the men's grooming market, where men are increasingly interested in maintaining an attractive appearance. Cremo's products, including its popular shave cream and body washes, are available at major retailers like Target, Walmart, and Walgreens. The brand's acquisition by Edgewell in 2020 for $235 million further solidified its position in the market. Discover more about their industry trends and new offerings here.
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