Hawthorne

What's in the box: There is no fixed box; you order individual colognes, hair, body, face and home products, or preset bundles such as the Night Swim System.

Hawthorne is a US grooming brand that now puts fragrance first. The site leads with colognes such as Night Swim, Frozen Flame, Santal Soundtrack 2 and Studded Smoke, each listed at $35, along with launches like Money Gun, Dark Suede and Double Dare. The shop also has hair, body, face and home sections, plus bundles. Skincare is still available, but the cologne lineup clearly comes first. If you want a classic recurring box, you should know that the site does not currently promote a subscription or a monthly delivery plan. Shopping here works like a regular online store. You pick single products or a bundle, and orders over $50 ship free. Bundles such as the Night Swim System are the closest thing to a curated set. One practical plus is that you can find the brand in physical stores. Hawthorne's core colognes are now sold in Ulta stores, and the site has a store locator, so you can smell a scent before you buy it. The branding is loud and playful, with the slogan 'Not for subtle use', which suggests the fragrances are made to be noticed. Hawthorne is worth a look if you want an affordable statement cologne with some grooming basics on the side. If you want a hands-off skincare subscription, look elsewhere.