Sometimes a grooming brand comes along with inherent buzz, the kind your friends acknowledge with respect and a sliver of harmless gatekeeping because, frankly, it’s warranted. Right now, that brand is Horace. Founded in Paris, Horace has further democratized men’s grooming, stripping away any lingering self-care stigma via its approachable, effective, modern, and self-assured sensibility. The lineup runs the gamut from face, body, and hair care to fantastic colognes (rare for a grooming brand), with naturally minded formulas, chic packaging, and very accessible pricing.

Horace launched in in France back in 2016 to fill a noticeable gap in the men’s grooming space. When I met the founder last spring over coffee in the West Village, the mission was simple: modern, clean, easy-to-use grooming without the fuss or outdated clichés. And it’s working. Walk into one of their European boutiques, and you’ll see guys who might not have given the quality of their moisturizer or cleanser much thought five years ago questioning ingredients, textures, and what works best for their skin type.

The Best Horace Products, According to GQ

The Moisturizer

Horace Mattifying Face Moisturizer for Men

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The Exfoliator

Horace Skin-Perfecting Exfoliating Solution

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The Deodorant

Horace 12H Protection Deodorant Bergamot & Sea Fennel

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The Face Gel

Horace Face Firming Gel for Men

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The Cleanser

Horace Face Cleanser for Men

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The Bar Soap

Horace Virginia Cedar & Sage Leaf Superfatted Soap Bar

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The Everyday Driver

Horace &Horace Eau de Parfum

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The range spans from shave cream to serums, eye cream to exfoliators, conditioners to cleansers, moisturizers to masks (many targeted for different skin types), with the broader lineup extending into niche categories like beard care, hair styling, and more. The breadth is next level, though in my experience, the brand’s sweet spot is in skin care, body care, and fragrance. Transparency is baked in, too: Everything is made in France, vegan, and cruelty-free. Each label also clearly lists the percentage of natural-origin ingredients (which is always at least 75 percent). These days, every brand talks clean formulations, which is a good thing, but it can sometimes feel performative; with Horace, it feels foundational—more of a calling card than a marketing fluff.

I’m wary when men’s grooming brands venture into fragrance, not out of pretense, but because the results can skew, well, uninspired. Few do personal fragrance well (Aesop being an obvious exception), yet Horace is as renowned for its colognes as for its skin care. The fragrances lean artisanal in structure, spanning oud and rose to unique fougères, a vanilla that’s more classic than cloying, and a new spring fume on the horizon. The only remotely mass-market thing about them is the modest price tag. These colognes are very wearable with a sophistication that easily outpaces the cost. And that same aromatic fluency carries across to the soaps, deodorants, and other potions and lotions across the line, too.

Horace may have a slight cool-guy cachet, but there’s nothing pretentious about its inclusive ethos. Since opening its first Paris boutique in 2019, the brand has expanded to London and across France while maintaining a strong online presence, with a solid selection available on Amazon. Though still a relatively fresh face in the US, a recent pop-up at the MoMA Design Store in NYC, coupled with growing buzz, signals stateside momentum that shows no signs of slowing. No brand is the be-all, end-all of grooming, but add a few Horace products to your rotation (if you haven’t already) and you’ll understand the hype. Here are some of my favorites.

Mattifying Face Moisturizer

A brand flagship, I always have a tube of this exemplary moisturizer on deck. While I rotate different creams depending on the season or the vibe, I often prefer something more mattifying as my skin skews oily, and apparently a lot of other folks do too, as this wears its shine-free credentials on its sleeve and in its formula. It leaves no greasy film, while delivering hydration from B5, shea butter, and niche additions like plum and pear oil to soften. Unscented, it’s clutch for sensitive skin and a stellar, all-around moisturizer for most guys.

Shave Cream

I dig gel-to-foam formulas for lather, but they can sometimes leave my skin feeling a bit stripped. This nourishing shave cream has the best of both worlds. Made with over 98 percent natural ingredients, it lathers into a cushiony dream that almost doubles as a lightweight moisturizer. It’s loaded with soothing standouts like Shorea butter to help prevent razor burn, Kukui oil to calm irritation, shea butter for hydration, and allantoin to soften and smooth. The subtle green citrus scent is a fresh spin on the classic barbershop vibe, and the hunter green apothecary style tube adds a dose of style to your medicine cabinet.

Skin-Perfecting Exfoliating Solution

Exfoliation from time to time is non-negotiable, gents, and Horace makes it, dare I say, enjoyable. There’s a time and place for the gritty slough of a physical scrub, but for more frequent use, a gentle chemical exfoliator is the smarter move. This toner-exfoliator hybrid leans on salicylic acid, a BHA, to help reduce blemishes and minimize pores, while glycolic and lactic acids, AHAs, sweep away dull surface skin, leaving your face smoother and even-toned. The push-top dispenser is oddly satisfying and makes the routine feel less clinical and more considered. As a thoughtful bonus, it comes with a pack of cotton pads for easy application.

12H Protection Deodorant

One of the brand’s OG favorites, this 96.6% natural formula absorbs sweat and keeps odor in check without drifting into any synthetic drugstore territory or scent profile. Zinc ricinoleate handles odor control, diatomaceous earth absorbs moisture, and tea tree oil adds antibacterial support. It stays effective throughout the day and, importantly, will not leave marks on your clothes. There are a few scent options, but bergamot and sea fennel is especially awesomely herbaceous, yet subtle enough that you can wear a cologne without competition.

Face Firming Gel

Nightly, I prefer a cream moisturizer (see above), but during the day, especially in warmer months, I gravitate toward the lighter, fast-absorbing, refreshing feel of a gel hydrator. This formula rocks, largely thanks to its unique high-molecular-weight hyaluronic acid, which forms a light surface layer to help lock in moisture and keep skin protected. Antioxidant-rich Kakadu plum and peptides handle the hydration heavy lifting, helping soften the look of fine lines over time. For most guys, it’s a fantastic daytime driver, but it’s especially well-suited for oily or acne-prone skin thanks to its lightweight finish.

Purifying Face Cleanser

A flagship product and consistent bestseller for a reason, this cleanser is deeply satisfying and, in a word, purifying. It looks almost like volcanic goo at first squeeze, then transforms into a super-soft, natural-feeling lather that leaves skin incredibly clean, balanced, and smooth. The formula leans on charcoal to detox, aloe to soften, zinc PCA to help regulate oil, and plant-derived glycerin to hydrate. Made with over 98 percent natural ingredients and no added fragrance, it suits most skin types, with the botanicals lending a faintly medicinal, naturally clean aroma.

Virginia Cedar & Sage Leaf Superfatted Soap Bar

These retro-cool rectangular bars whip up a rich, satisfying lather that feels like it should cost twice as much. Free of parabens and sulfates, formulated with an olive oil base and coconut oil for softness, and made with over 92 percent natural ingredients, they cleanse and hydrate beautifully. But it’s the artisanal scents that set them apart from your average sudsing fare. I’m especially partial to the woody, herbal Virginia Cedar and Sage Leaf, while Orange Blossom and Petitgrain are subtly invigorating.

&Horace Cologne

This fantastic fougère is crisp and classic with just a bit of attitude. Bergamot and white pepper open with a bright, clean-linen freshness before settling into a smooth, velvety base of sandalwood, tobacco, and iris. The resulting aroma is fresh, woodsy, and lightly citrus-tinged, polished without pretense. Subtle and incredibly easy to wear, it’s a perfect daily driver for guys who don’t want to overthink their cologne but still want to smell intentional and polished.

Oud Rose

This is one of the brand’s most popular and intoxicating scents. Rich Damascus rose forms the heart, with rose geranium and blackcurrant bud adding a subtle sweetness. Rosemary imbues an herbaceous lift, while patchouli and sandalwood build a woody, earthy base. The result is floral, woodsy, and verdant, with oud adding a layer of heady intrigue that makes the whole composition wildly attractive, especially at such an accessible price.

Vetiver Primavera

Vetiver is one of the most distinctive aromas in fragrance, balancing earthy depth with a verdant freshness. Here, the vibe is crisp and sparkling, opening with bursts of lemon, yuzu, and mandarin before settling into a woody base anchored by earthy vetiver. Fresh, green, and very wearable, it’s an easygoing, versatile fragrance tailor-made for upcoming spring days and eventual summer evenings.