Quick summary
Cornerstone is the standout subscription play in men's grooming, with 170,000 members and an onboarding flow that makes personalisation feel effortless. Dr. Squatch runs one of the most profitable DTC Shopify Plus stores in the category, with bundles and subscriptions engineered to lift AOV from the first visit. Hawkins & Brimble sets the benchmark for sustainable British grooming — the refill programme is merchandised as a brand feature, not an environmental footnote. Stryx is the most interesting store to watch: it is normalising men's cosmetics with shade-matching tools and copy that respects a first-time buyer.
Men's grooming ecommerce has changed significantly in the past five years. The category has moved from functional (razor, foam, done) to one where skincare routines, beard care, and even men's cosmetics are mainstream conversations. The best stores meet this evolution with confident design, clear product education, and purchase journeys that do not make a first-time grooming shopper feel lost. Here are ten stores leading the way in 2026.
1. Hawkins & Brimble
Hawkins & Brimble is one of the most complete men's grooming stores in the UK. Made in Britain, refillable, and built on natural ingredients, the brand layers its sustainability story across a store that is warm and masculine without relying on clichés. The refill programme is merchandised as a feature, not an afterthought, which appeals to the growing segment of male shoppers who care about waste.
2. Bulldog Skincare
Bulldog pioneered natural men's skincare in the UK, and its store reflects a decade of learning what male skincare customers actually want: simplicity and straight answers. Product pages lead with the problem solved rather than the ingredient list, and the navigation is deliberately simple. Bulldog's store sets a benchmark for accessibility in a category that can easily over-complicate itself.
3. Percy Nobleman
Percy Nobleman's Norfolk-made, eco-certified products are presented through a store with a distinctly British character: understated, quality-focused, and confident without being loud. The beard care range — the brand's heartland — is organised by concern (growth, softness, styling) which mirrors how customers actually think when they arrive on the page.
4. Cornerstone
Cornerstone's 170,000-member subscription base is built on a store that makes grooming subscription feel genuinely personalised and easy to manage. The onboarding quiz, the transparent subscription management portal, and the dermatologist-developed product credibility all reduce the anxiety points that typically kill subscription sign-ups. The store is as much a retention tool as an acquisition one.
5. Beardbrand
Beardbrand's US-founded but globally loved store is built around identity as much as product. The brand positioning — confidence, style, self-respect — runs through every page, and the product pages back it with full, publicly listed formulations that serious grooming customers appreciate. The Shopify store is one of the best examples of community-driven brand building in the men's category.
6. Brickell Men's Products
Brickell occupies the luxury end of natural men's grooming, and its UK store communicates that premium positioning clearly. Full ingredient transparency, clean photography, and a restrained colour palette signal quality without requiring the customer to take the brand's word for it. The UK-dedicated site also avoids the friction of cross-border pricing and shipping questions.
7. Dr. Squatch
Dr. Squatch's Shopify Plus store is one of the most studied in DTC grooming. The brand's viral marketing energy translates into a store that is bold, fast, and unapologetically entertainment-led. The subscription model is front and centre, and the product bundles are designed to increase average order value from the first visit. Natural credentials are present but secondary to personality.
8. Manscaped
Manscaped has built a category-defining store around a product area that most brands historically avoided addressing directly. The store's humour-forward copy reduces the awkwardness of the purchase decision, while the subscription consumables model — blades, sprays, wipes — is clearly explained and easy to manage. Over 15 million customers globally is validation that the store converts at scale.
9. Lumin
Lumin's minimalist approach to men's skincare is reflected in a store that feels calm and un-cluttered. The starter set entry point lowers the risk of first purchase, and the subscription model is positioned as a logical next step rather than a default. Product photography is consistent and premium without feeling clinical, which is a difficult balance to strike in men's skincare.
10. Stryx
Stryx is breaking new ground in men's cosmetics — concealer, tinted moisturiser, eye patches — and its Shopify store is designed to normalise the purchase for an audience that may be making it for the first time. The copy is confident and practical rather than preachy, and the shade-matching tool addresses the biggest barrier to buying men's cosmetics online: getting the right colour.
Men's grooming ecommerce rewards stores that respect their customer's intelligence: clear product benefits, honest ingredient information, and purchase journeys that do not waste time. The ten stores above demonstrate what this looks like across different price points, brand identities, and product categories.
If you want to build a men's grooming Shopify store that converts, take a look at our Shopify design services or get in touch to talk through your project.
Frequently asked questions
Which men's grooming Shopify stores have the best subscription models?
Cornerstone and Dr. Squatch are the strongest examples. Cornerstone's 170,000-member base is built on a personalised onboarding quiz and a transparent portal that makes subscription management simple. Dr. Squatch front-loads subscription offers with bundles designed to increase average order value from the first visit.
What makes a men's grooming Shopify store convert well?
The best-converting stores do three things: they lead product pages with the problem solved rather than the ingredient list, they reduce purchase anxiety through clear subscription management and transparent returns, and they match their copy tone to the customer — humour for Manscaped, understated quality for Percy Nobleman, confidence for Beardbrand. Generic "luxury grooming" positioning does not convert.
Are any of these men's grooming stores UK-based?
Yes — Hawkins & Brimble, Bulldog Skincare, Percy Nobleman, and Cornerstone are all UK brands. Brickell Men's Products also operates a UK-dedicated store to avoid cross-border pricing friction. If you are building a men's grooming store targeting UK customers, these four are the most relevant benchmarks for tone, pricing, and product positioning.
How do the best men's grooming stores handle product education?
Bulldog keeps it simple — product pages lead with the problem solved, not ingredient science. Beardbrand goes deeper, publishing full formulations publicly for customers who want to verify what they are buying. Lumin uses a starter set to lower the risk of a first skincare purchase. The approach varies by price point: the more premium the product, the more education is needed on the page.
What Shopify features do top men's grooming brands use?
Subscription apps (Recharge is common across this category), product bundling to lift AOV, and quiz-based personalisation flows are the three most consistent features. Manscaped uses a consumables subscription model for blades and sprays. Stryx uses a shade-matching tool to solve the biggest barrier to buying men's cosmetics online. Dr. Squatch runs Shopify Plus for the volume and customisation its DTC model requires.