Lathr

Lathr is a Canadian personal care and fragrance brand focused on the shower grooming ritual, producing scented shaving soaps, shave creams, and body care products formulated for both performance and olfactory pleasure. The brand sits at the intersection of men's grooming and fragrance culture, appealing to consumers who take their shower and shaving routine seriously as a sensory experience. Compositions tend toward classic barbershop accords — fougères, citrus, sandalwood, bay rum — alongside more contemporary woody and aromatic directions. Lathr distributes primarily online and through grooming specialty retailers, cultivating a following within the artisan shaving community that values traditional wet-shaving methods and premium product ingredients. The Canadian origin reflects a growing domestic artisan grooming market that has developed alongside the broader men's personal care growth of the 2010s and 2020s. Lathr occupies a crossover position between conventional grooming and fragrance, attracting consumers from both communities. Founding details are not prominently disclosed by the brand.