Men’s grooming has quietly stopped being an afterthought category. The U.S. market is now estimated in the multi-billion-dollar range annually, and the brands competing for it have moved well past disposable razors and a single bar of soap. The three launches below aren’t influencer-seeded hype — they’re real products that landed on shelves and in reviewers’ bathrooms over the past several months, with prices and specs you can check yourself before you buy.
Manscaped The Lawn Mower 5.0 Ultra — $109.99
Manscaped built its entire brand on a single, slightly absurd pitch: a trimmer specifically designed not to nick you below the belt. The company launched the original Lawn Mower in 2017 and has since become the dominant name in a category it mostly invented, with Super Bowl ads and sports sponsorships to match. The 5.0 Ultra is the fifth full hardware generation, and it’s the version where the engineering finally caught up to the marketing.
Manscaped’s body trimmer line has been through four prior generations, and the 5.0 Ultra is the one that finally addresses the most common complaint about electric groin trimmers: nicks. It runs on a dual-head SkinSafe blade system — a ceramic trimmer blade plus a foil shaver head that swap on and off the same handle — and it’s fully waterproof, so it can be used in the shower rather than over a sink covered in towels. It charges over USB-C, which matters more than it sounds: Manscaped’s earlier models used proprietary magnetic chargers that were easy to lose on a trip. List price is $109.99 direct and at Walmart, though Costco has run it as low as $84.99 and Walmart itself has discounted it to $87.99 at various points this year — worth price-checking before buying at full price.
Manscaped The Chairman Pro — $159.99
This is Manscaped’s first serious push into face shaving rather than body grooming, and it’s a genuine four-blade foil shaver, not a trimmer with a shaver badge slapped on it. The foil head is rated to take down about five days of stubble growth close to the skin, the stubble-trimmer attachment swaps on via magnets rather than screws, and a built-in LED strip lights up the blade line for shaving around the jaw and neck in bad bathroom lighting. Battery life is rated at 75 minutes per charge. Reviewers at Tom’s Guide and Expert Reviews both rated it highly for a daily foil shave, with the main knock being that it doesn’t get quite as close along the jawline as a traditional razor. List price is $159.99, though Best Buy has run it at $129.99 and Costco has bundled the Essentials Kit (shaver plus shave gel and a travel case) for $99.99 — again, a case for watching for a sale rather than buying at list.
D.S. & Durga Ain’t That Sweet Eau de Parfum — $225
D.S. & Durga is a Brooklyn niche-fragrance house run by perfumer David Seth Moltz, and it’s become a regular pick in men’s style coverage precisely because its scents don’t read as traditionally “masculine” or “feminine” — they’re just unusual. Ain’t That Sweet, released this year, opens with myrrh, Sri Lankan cinnamon, and a burst of sweetness up top, moves into date, praline, and lily in the heart, and settles into condensed milk, bourbon vanilla, and nutmeg at the base — a genuinely gourmand profile that’s closer to a dessert than a traditional cologne. D.S. & Durga, founded in Brooklyn in 2008 by Moltz and his wife Kavi Ahuja Moltz (acquired in 2024 by Manzanita Capital, the London firm that also owns Diptyque), has built its reputation on scents built around specific, odd source material — gun oil, aged vinyl, Catskills forest air — rather than the generic “fresh” or “woody” categories that dominate department-store counters, which is a large part of why the brand has a devoted following among men who’ve gotten bored of mainstream cologne aisles. The 50ml bottle runs $225 at retailers including Ministry of Scent and Small Flower Cosmetics; Bluemercury has it listed as a members-only early release. It’s a real step up in price from drugstore cologne, but niche houses like D.S. & Durga are exactly where that price difference buys something you won’t smell on everyone else at the bar.
The takeaway
None of these three are stunt products. The Lawn Mower 5.0 Ultra and Chairman Pro both fix specific, named complaints about Manscaped’s earlier generations — chargers and nick-prone blades — rather than just adding a number to the name. And Ain’t That Sweet is a legitimate niche-fragrance release from a house serious buyers already track. If you’re updating a grooming routine this month, all three are easy to verify yourself before spending real money on them.
