The 2025 Wet Shaving Year in Review
- Teutonblade
- Dec 30, 2025
- 4 min read
The world of wet shaving has a way of growing right before your eyes, one new fragrance, an innovative soap base, a unique razor, a beautiful brush, or sometimes something even better: a new friend. At its beating heart is the community itself: artisans who create the tools of the craft, practitioners who put them to use, and many who are proudly both. 2025 was a year of fabulous new releases and fresh new faces, made even richer by the camaraderie and friendship that define this passionate community.
Notable New Releases of 2025
1. Latte e Menta – Ariana & Evans
Launched in May 2025, and the 2nd release in the Daniele Maullu line using the Legacy Base, Latte e Menta introduced something completely new and immediately iconic. Based on the Italian summertime drink of the same name, Peter Charkalis expertly crafted a sweet and delectable fragrance which is both playful and eminently wearable. A masterful blend of mint, cream, spice and woods, which both surprises and titillates. A must own for the serious connoisseur
Top Notes: Spearmint, Peppermint, Thai Mint
Heart Notes: Creamy Milk, Ambroxan, Iris, Saffron
Base Notes: Guaic Wood, Hinoki Wood, Vanilla
2. Pine + Clementine – Happy Chap
Launched in May 2025 by newcomer Kyle Olson, Pine + Clementine deftly and expertly reimagines a time-tested combination of citrus and green accords to create something masculine, intensely fresh, and sure to get noticed as a mark of refinement. The scent notes are deceptively simple, but together they create something with depth, energy, and a touch of magic.
Top Notes: Clementine
Heart Notes: Petitgrain
Base Notes: Pine Syrup
3. North French Broad Avenue – First Line Shave
Launched in June of 2025, North French Broad Avenue was First Line’s first soap to introduce its ground-breaking Wagyu base, renowned for its richness and silky texture. The scent is an interpretation of the classic Barbershop fragrance, which itself is an Aromatic Fougere. It contains the classic Lavender, Tonka, Oakmoss lattice, surrounded by an airy and refined blending of violet, myrrh, honey, and amber, which make it sweet and powdery, yet with an air of masculine refinement.
Top Notes: Lavender, Violet, Pear, Cardamom
Heart Notes: Myrrh, Honey, Pepper, Water Notes, Brandy
Base Notes: Amber, Tonka, Leather, Patchouli, Cedar, Oakmoss, Ambergris, Balsam Fir.
4. Our Thing – Shave Dad & The Wet Shaving Store
Launched in February 2025 as a collaboration between Shave Dad, the Wet Shaving Store, Subie Shaves and Elysian Soaps, Our Thing is an homage to an oft overlooked Aromatic Fougere, Ferragamo’s Acqua Essenziale. Sea notes and mint build on a classic motif of lavender, labdanum, and patchouli to make it feel current. While rosemary adds an herbaceous sophistication with echoes of Castle Forbes 1445 or Martin de Candre Original. With a base from Elysian Soaps, performance is also superior.
Top Notes: Mint, Lemon Leaf
Heart Notes: Sea notes, Lavender, Rosemary, Germanium
Base Notes: Vetiver, Musk, Labdanum, Patchouli
5. Air Force One – Strike Gold Shaves
Launched in November of 2025, Air Force One is an homage to Pegasus Exclusif, a genre-defying scent from the legendary Parfums de Marly. The fragrance blends elements of both a green Fougere and a Woody Oriental to create a fragrance which captures the gentlemanly elegance of an earlier time but with a modern gourmand twist. The result is a bouquet with sophistication and panache, which is both alluring enough for a night out but grounded enough for a day in the office. A truly versatile scent which is eminently wearable.
Top Notes: Cardamom, Heliotrope, Pink Pepper, Bergamot
Heart Notes: Bitter Almond, Lavender, Jasmine, Geranium
Base Notes: Vanilla, Guaiac Wood, Oud, Sandalwood, Amber
Major Happenings of 2025
Declaration Grooming Closes its Doors
After 10 years of providing highly regarded soaps and aftershaves, Scott Stewart announced Declaration Grooming will close its doors at the end of January 2026.
Seaforth Finds a New Home and Patron
Resurrected by Dennis from Spearhead Shaving in 2019, the Seaforth brand will now move to House of Mammoth run by Ben Esposito. All Seaforth products will continue to be produced by Chicago Grooming Co and a new release, Epee, will be released after the brand is relaunched in January 2026. Southern Witchcraft Announces End of Operations Founded by Courtney Brooks and Stephen Joiner in 2017, Southern Witchcraft stopped production and moved all its remaining inventory to Maggards in April of 2025.
A Special Note on the Original Shave Dad: Jerry Plesi
The much beloved founder of the Facebook group Shave Dad, Jerry Plesi, is facing a serious medical challenge. After giving so much to the wet shaving community, a Gofundme page is being established to help Jerry through this challenging time. For those who don’t know Jerry, you can learn more about him and his amazing contributions here.
Look for a link to the Gofundme page soon.
ShaveSplash Giveaway Reminder
There’s still one day to participate in the Giveaway for a brand new Above the Tie Windsor set. A winner will be chosen on December 31st. See details here.
As the year comes to a close, ShaveSplash sends its heartfelt thanks to the readers, artisans, and all the members of the wet shaving community for your support. Happy New Year!!
Lee, what a great review of this past year. I have used your site to review and purchase some of the products. The information you provided also helped me avoid certain products that I know would not suit me. Good luck in the coming year and I look forward to lots more reviews and interviews.