Psychologist Barry Schwartz wrote in the Paradox of Choice that when presented with too many options, shoppers get anxious, shut down, and don’t end up buying anything at all. There is a glut of grooming and self-care products on the market – who wants to compare and contrast all of it?

No more digging around on other sites for the men’s section or awkwardly standing in the store wondering if that face wash would work for you too. Stuff for bath and body is reviewed HERE. We’re regular guys trying under the radar brands, new and emerging favorites, and your go-to classics for you to keep looking your best: welcome to Superette.