Never before in human history have so many grooming brands—start-ups and multinationals alike—competed for the dollars of the shampoo-using American male. What was once a niche industry has grown to a $50 billion global marketplace. That's because guys care more about how they look these days, and they're willing to back that anxiety up—and assuage it—with cold, hard cash. The good part about this new Thunderdome of moisturizers is that small indie brands are sprouting up left and right, filling gaps and making the kinds of products you would never find in a big-box drugstore. And as a result, the big conglomerates are forced to get creative to appeal to a more discerning buyer.

Which is great news for the consumer. So we went and learned about all the newest brands and tested out all the new products. These are our favorites, as found in GQ's 2017 Grooming Awards.

The Rich + Clean

This small Brooklyn shop—that's their handsome Japanese Peppermint Fir and Charcoal Bar Soap in the photo above—favors botanicals and minerals instead of artificial stuff. And here's the good news: Their products are still crazy effective. And unlike with some brands we won't name, the soaps and bottles (The Rich + Clean makes face wash, shampoo and conditioner, and aftershave, too, among other things) look pretty good on your sink, too.

>Buy Japanese Peppermint Fir and Charcoal Bar Soap, $12 at The Rich + CleanThe Ordinary

These guys take the chemistry that most other brands hide behind the scenes and bring it front and center, letting us know exactly what to expect. And gosh, the science is good. While their Caffeine Solution sounds mysterious at first, it's actually the purest way to perk up your under-eyes—which the label on the front is happy to tell you.

>Buy Caffeine Solution, $7 at The OrdinaryR+Co

Fittingly, our go-to hair-care brand comes from one of our favorite stylists, Thom Priano. (Seen a GQ cover in the past ten years? Then you've seen his work. We'll pass your compliments along.) People think all gel is good for is giving you a Gordon Gekko slick-back. But Priano's learned that the right goop—specifically, R+Co's Wall St. Strong Hold Gel—is good for much more, including cowlicks. And if it can tame a cowlick, it's good enough for us.

>Buy Wall St. Strong Hold Gel, $27 at AmazonBrothers Artisan Oil

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This Boston-based brand now has an arsenal of oils, stylers, washes, and scents. We're particularly partial to its hydrating and softening oil—it's designed to get your beard looking right, no matter the length. Plus, it's concocted from an all-natural recipe using the best ingredients. It's not the newest product from the oil-making Shea family. But it's the one that works the best.

>Buy Orange & Grapefruit Grooming Oil, $22 at Brothers Artisan OilWatch NowTattoo Tour with Chris Nuñez and Oliver PeckRelated Stories for GQGrooming AwardsGrooming