What Men Reached For, Bought, and Kept Using
The first thing worth saying is thank you, because July was our busiest month yet by a wide margin. A lot of men found us for the first time, and a lot of you came back.
That second part is especially meaningful. Roughly a third of July's orders came from someone who had bought from us before, and that share keeps climbing. Nobody reorders a product if it didn't do what it said it would. When I say this I really mean it: returning customer are the most meaningful.
But enough of that... you read this for the insights and, more to the point, what we think it says about where men's grooming is actually heading. The pattern in July was unmistakable, and if you're standing in your bathroom wondering what to work on, this gives a pretty good hint.
Here's what rose to the top.
It's like a cold drink of water for my face skin. And Henkey's made it super easy to find the products I need. 10/10 no notes.
— Matty M
Why You Bought It
More men bought this than anything else last month. And it wasn't guys stocking up, most of them buying it on its own, all landing on the same conclusion in the same month.
If you're wondering where to start, this is the answer the crowd gave. Moisturizer is the step that pays off fastest for a man who isn't doing anything yet. You're not building a routine. You're plugging the biggest hole first.
Built well
Blu Atlas Moisturizer has lightweight hydrators that absorb instead of sitting on top of the skin. It's available in Classic and Fragrance Free, and the fragrance free version moved right alongside the scented one, which tells us a real share of you are managing sensitivity, not just preference.
Delivers on its promise
The true promise of a moisturizer for men is hydration without shine. This goes on fast, disappears fast, and doesn't leave your face feeling coated. For most men this is the first and sometimes only skincare step, so it has to work without asking anything of you.
Confidence-boosting
Skin that looks awake instead of dry and tired. That's the whole return on a ten second habit.
Wonderful for sensitive skin
Great product: very soothing, not oily, great smell.
— Anonymous
Why You Bought It
Post Shave Repair topped this list in April and it has not left the top of it since. Shaving is the one grooming task most men do without ever stepping it up. And if you ask guys, razor burn is the one problem they'd pay almost anything to stop having. This is the product we point to when someone asks what's actually worth buying.
Built well
Made with allantoin and aloe to calm skin immediately after the blade. Pollustop and ginseng build a breathable barrier against everything your face runs into for the rest of the day. No alcohol, so no sting.
Delivers on its promise
What you want in an afterhsave is redness to settle. With Heath Post Shave, skin feels cool and balanced rather than tight. It absorbs quickly enough that you can put moisturizer or SPF on top without standing around waiting.
Confidence-boosting
Walking out of the bathroom without a red neck. It's a small thing until you've spent a decade with it.
Tied for #3
Gentle & great
Noticing my hair coming back to life.
— Anonymous
Why You Bought It
BYRD was the biggest mover in the store in July by a wide margin. Y'all discovered that their shampoo, conditioner, bar soap, texture spray, and two pomades are really incredible products. That's a brand people are buying into, not just a product they're trying.
The Shampoo and Conditioner literally moved together. It didn't matter if it was a new order or reorder, both moved together. Which is actually rare from one brand.
Built well
The shampoo clears out product buildup, salt, sweat, and oil without stripping the scalp raw. The conditioner is built to soften and detangle without weight, which matters if your hair is fine or if you style it the next morning.
Delivers on its promise
What we call the Best Overall Shampoo needs to deliver a clean scalp and hair that still moves. The conditioner rinses fully, so you don't wake up with roots that look flat before you've started.
Confidence-boosting
Most men's hair problems are actually wash problems. Fixing the two products you use every single day fixes more than any styling product will.
Tied for #3
Love this for my 14 year old son! He would always have stinky hair. It would drive me crazy. This shampoo smells amazing and no more stinky hair!
— Tricia
Why You Bought It
We'll be straight with you: this one sat quietly for a long stretch. Earlier this year it was one of the products we kept looking at and wondering whether the page was doing it any favors. In July it tied for third in the whole store, and it moved in three different sizes, including the travel size, which usually means someone already knows they like it.
Built well
It's made with saw palmetto and vegan biotin, formulated for men who are thinking about density and scalp health rather than just getting clean. It's sulfate free, so it won't strip a scalp that's already touchy.
Delivers on its promise
It lathers properly, which sounds trivial until you've used a sulfate free shampoo that doesn't.
Confidence-boosting
Nobody wants to buy a product that announces they're worried about their hair. This one just looks like shampoo, but it fights hair-loss and dandruff.
Tied for #3
Just started using this cleanser. Leaves my face very clean and refreshed.
— Harold
Why You Bought It
Fresh Start keeps showing up on this list because it keeps being the answer to the question we get most often, which is some version of "I've never done any of this, where do I start." A cleanser is the lowest-risk thing a man can buy. If it goes well, he comes back. And if he comes back it means we're doing something right.
Built well
Gentle surfactants that clear sweat, oil, and sunscreen without wrecking the skin barrier. Niacinamide helps manage oil and keeps breakouts from taking hold. It's formulated to be forgiving, which is the right call for a face wash.
Delivers on its promise
A face wash should deliver a face that feels clean and comfortable rather than tight. No stinging, no squeak, no needing to immediately put something else on to recover from it.
Confidence-boosting
This works because it makes skincare stop feeling like a thing other people do. That's the whole job of the first grooming product you grab.
The Pattern: One Thing at a Time
Half of every order placed in July contained exactly one product. Another three in ten contained two. That's eight out of ten orders coming in at one or two items.
We could read that as a problem to solve. We'd rather read it as information. Men buy the thing they've decided they need, and they decide one at a time. The guy who bought a moisturizer in July is not refusing a routine. He's working through it in the order that makes sense to him, which is usually the order of whatever's bothering him most.
The follow-on to that is worth saying out loud: roughly a third of July's orders came from someone who had bought from us before. One thing at a time still adds up to a shelf. It just takes a few months.
That's the Henkey's Standard in action. One product has to earn the next one.
What July Tells Us
Three things stood out, and one of them we didn't see coming.
-
Hair took over.In July hair care it was roughly a third of everything we sold, more than doubling in a single month while skin held completely steady. Three of the five products on this list are hair products, and that is not something we arranged. Shampoo and conditioner, the two most boring products in the store, are now doing the heavy lifting.
-
The wash matters more than the style. Every hair product on this list is something you use in the shower. The pomades and texture sprays sold too, but the volume wasn't equal to shampoo and conditioner. Men appear to be figuring out that what they wash with sets the ceiling for what any styling product can do afterward.
-
Thinning hair is a real and quiet demand. Beyond the two shampoos above, Patricks SH1 Daily Thickening Shampoo moved steadily, and it moved in separate orders rather than in bulk. That's a premium product being chosen deliberately by individual men. Nobody talks about it. Everybody's looking for it.
And one absence worth naming, because this column is supposed to be honest about what the numbers say: beard products quietly moved to the bottom of the list. We're carrying beard care, it sells well in Fall and Winter, but as we've moved into Summer, sales have slipped.
Every product earned its place.
Every month tells us a little more about what men really want.
Confidence is built.
5 Things Men Bought the Heck Out of In July 2026
What Men Reached For, Bought, and Kept Using
The first thing worth saying is thank you, because July was our busiest month yet by a wide margin. A lot of men found us for the first time, and a lot of you came back.
That second part is especially meaningful. Roughly a third of July's orders came from someone who had bought from us before, and that share keeps climbing. Nobody reorders a product if it didn't do what it said it would. When I say this I really mean it: returning customer are the most meaningful.
But enough of that... you read this for the insights and, more to the point, what we think it says about where men's grooming is actually heading. The pattern in July was unmistakable, and if you're standing in your bathroom wondering what to work on, this gives a pretty good hint.
Here's what rose to the top.
Blu Atlas Hydrating Face Moisturizer
The One Thing Most Men Bought
— Matty M
Why You Bought It
More men bought this than anything else last month. And it wasn't guys stocking up, most of them buying it on its own, all landing on the same conclusion in the same month.
If you're wondering where to start, this is the answer the crowd gave. Moisturizer is the step that pays off fastest for a man who isn't doing anything yet. You're not building a routine. You're plugging the biggest hole first.
Built well
Blu Atlas Moisturizer has lightweight hydrators that absorb instead of sitting on top of the skin. It's available in Classic and Fragrance Free, and the fragrance free version moved right alongside the scented one, which tells us a real share of you are managing sensitivity, not just preference.
Delivers on its promise
The true promise of a moisturizer for men is hydration without shine. This goes on fast, disappears fast, and doesn't leave your face feeling coated. For most men this is the first and sometimes only skincare step, so it has to work without asking anything of you.
Confidence-boosting
Skin that looks awake instead of dry and tired. That's the whole return on a ten second habit.
Heath Post Shave Repair
Still Here, Still Selling, Still Undefeated
— Anonymous
Why You Bought It
Post Shave Repair topped this list in April and it has not left the top of it since. Shaving is the one grooming task most men do without ever stepping it up. And if you ask guys, razor burn is the one problem they'd pay almost anything to stop having. This is the product we point to when someone asks what's actually worth buying.
Built well
Made with allantoin and aloe to calm skin immediately after the blade. Pollustop and ginseng build a breathable barrier against everything your face runs into for the rest of the day. No alcohol, so no sting.
Delivers on its promise
What you want in an afterhsave is redness to settle. With Heath Post Shave, skin feels cool and balanced rather than tight. It absorbs quickly enough that you can put moisturizer or SPF on top without standing around waiting.
Confidence-boosting
Walking out of the bathroom without a red neck. It's a small thing until you've spent a decade with it.
BYRD Purifying Shampoo & Lightweight Conditioner
The Pair That Moved Together
— Anonymous
Why You Bought It
BYRD was the biggest mover in the store in July by a wide margin. Y'all discovered that their shampoo, conditioner, bar soap, texture spray, and two pomades are really incredible products. That's a brand people are buying into, not just a product they're trying.
The Shampoo and Conditioner literally moved together. It didn't matter if it was a new order or reorder, both moved together. Which is actually rare from one brand.
Built well
The shampoo clears out product buildup, salt, sweat, and oil without stripping the scalp raw. The conditioner is built to soften and detangle without weight, which matters if your hair is fine or if you style it the next morning.
Delivers on its promise
What we call the Best Overall Shampoo needs to deliver a clean scalp and hair that still moves. The conditioner rinses fully, so you don't wake up with roots that look flat before you've started.
Confidence-boosting
Most men's hair problems are actually wash problems. Fixing the two products you use every single day fixes more than any styling product will.
Blu Atlas Shampoo
Saw Palmetto and Biotin, Finally Finding Its Audience
— Tricia
Why You Bought It
We'll be straight with you: this one sat quietly for a long stretch. Earlier this year it was one of the products we kept looking at and wondering whether the page was doing it any favors. In July it tied for third in the whole store, and it moved in three different sizes, including the travel size, which usually means someone already knows they like it.
Built well
It's made with saw palmetto and vegan biotin, formulated for men who are thinking about density and scalp health rather than just getting clean. It's sulfate free, so it won't strip a scalp that's already touchy.
Delivers on its promise
It lathers properly, which sounds trivial until you've used a sulfate free shampoo that doesn't.
Confidence-boosting
Nobody wants to buy a product that announces they're worried about their hair. This one just looks like shampoo, but it fights hair-loss and dandruff.
PrettyBoy Fresh Start Gentle Face Cleanser
The First Step, Over and Over Again
— Harold
Why You Bought It
Fresh Start keeps showing up on this list because it keeps being the answer to the question we get most often, which is some version of "I've never done any of this, where do I start." A cleanser is the lowest-risk thing a man can buy. If it goes well, he comes back. And if he comes back it means we're doing something right.
Built well
Gentle surfactants that clear sweat, oil, and sunscreen without wrecking the skin barrier. Niacinamide helps manage oil and keeps breakouts from taking hold. It's formulated to be forgiving, which is the right call for a face wash.
Delivers on its promise
A face wash should deliver a face that feels clean and comfortable rather than tight. No stinging, no squeak, no needing to immediately put something else on to recover from it.
Confidence-boosting
This works because it makes skincare stop feeling like a thing other people do. That's the whole job of the first grooming product you grab.
The Pattern: One Thing at a Time
Half of every order placed in July contained exactly one product. Another three in ten contained two. That's eight out of ten orders coming in at one or two items.
We could read that as a problem to solve. We'd rather read it as information. Men buy the thing they've decided they need, and they decide one at a time. The guy who bought a moisturizer in July is not refusing a routine. He's working through it in the order that makes sense to him, which is usually the order of whatever's bothering him most.
The follow-on to that is worth saying out loud: roughly a third of July's orders came from someone who had bought from us before. One thing at a time still adds up to a shelf. It just takes a few months.
That's the Henkey's Standard in action. One product has to earn the next one.
What July Tells Us
Three things stood out, and one of them we didn't see coming.
And one absence worth naming, because this column is supposed to be honest about what the numbers say: beard products quietly moved to the bottom of the list. We're carrying beard care, it sells well in Fall and Winter, but as we've moved into Summer, sales have slipped.
Every product earned its place.
Every month tells us a little more about what men really want.
Confidence is built.