We tested LeBron James' The Shop grooming line to see if it's GOAT material

CNN

21-06-2025

The Shop men's grooming quick picks
An invigorating scrub: The Shop Face Wash Daily Exfoliating Cleanser
A generous moisturizer: The Shop Face Lotion Daily Hydrator
Kind on your scalp: The Shop 2-in-1 Hair Wash Daily Moisturizing Shampoo LeBron James' status as the GOAT of basketball is much debated, but we put the legend's hooping acumen aside to dissect the pros and cons of a different section of the 21-time NBA All-Star's résumé: his line of men's grooming products, The Shop. First released in the spring of 2024, it's a lineup of seven grooming solutions designed to work for all guys, regardless of their skin care and hair care needs.
The brand remains rooted in the same barbershop culture as James' talk show of the same name. 'The barbershop for me growing up was always that place where you can be your true self and come out an even better version of yourself,' James told CNN Underscored over email. 'It's where I learned about life, sports, food, music, the latest news. You name it, I learned about it from the male figures and people I looked up to in the barbershop.'
Affordability was a driving force behind the project, with every product just $10 and now available online and in stores at Walmart. 'We wanted these products to be accessible to everyone — not just for a select few, but for every guy looking to simplify their routine and get what they need efficiently,' James said. 'It goes back to the 'look good, feel good' mantra that I latched on to when I was young.'
James' intentions are pure, but as with any celebrity brand, we wanted to find out if any of these grooming products are actually good. So, we stocked five CNN Underscored product reviewers with the entire line and had them overhaul their routines for a month. Some of the products became instant favorites we'd buy again and again, while others split our panel with mixed reviews. Here are the results.
The Shop Face Wash Daily Exfoliating Cleanser
The word 'daily' isn't something we'd label this face wash with because it was too harsh on sensitive skin, but its exfoliating qualities made it a favorite of nearly our entire panel. The Shop claims this face wash is a twice-daily exfoliator, and that simply didn't line up with our assessment. It contains small exfoliating particles that were too abrasive for one tester with sensitive skin. Though they aren't microbeads, which have been banned from cosmetics since 2015, the particles had a similar consistency.
That said, four of our five testers voted that they'd purchase this cleanser again. They loved how smooth and fresh it left their faces when only using it sparingly — one even went as far as to say it felt 'damn near luxurious.' One tester occasionally mixed it in his routine to complement his daily salicylic acid cleanser and noticed his skin looked brighter.
What we liked: The inclusion of menthol provided an invigorating jolt in the morning, and while our testers wouldn't use this daily, they did appreciate how clean and fresh their faces felt after using the cleanser.
What we didn't like: It felt too harsh for daily use and the physical exfoliating particles may irritate sensitive skin. Because the container is stored upside-down, it also often oozes out as soon as the cap is opened.
The Shop Face Lotion Daily Hydrator
Our testers couldn't agree on the scent of this moisturizer, but they did concur that a little dab from the 3.4-ounce container was enough to hydrate your whole face. More than one tester on our panel lauded the fact that 'a little goes a long way' when applying The Shop's face lotion. Most agreed that it wasn't too heavy of a layer on their face, and it was especially beneficial for rehydrating after a workout (which, unbeknownst to most of the panel, was what made this James' favorite product in the line).
Three of our five testers agreed they would consider purchasing another bottle of the face lotion, with one noting that it would likely be making a permanent home in his toiletry bag when traveling.
What we liked: This lightweight lotion delivers a hydrating effect and absorbs quickly into skin. Most of our testers didn't feel that it left them feeling greasy after applying.
What we didn't like: The scent of this lotion (it packs an earthy smell reminiscent of grass clippings) and its lack of any SPF were our only two gripes. It would need to be paired with another product to protect against the sun. A few testers called out Harry's Daily Facial Lotion and Jack Black Double-Duty Face Moisturizer as alternatives.
The Shop Shave Cream Soothing Skin Guard
Shaving is a ritual of consistency. All our testers found this shaving cream to be a worthy alternative to the lubricants they're used to. Our panel had a wide range of shaving needs, so we tried this shave cream on our faces, bodies and even our heads. The best endorsement we can give is that none of our testers found this to be a step down from the lubricant they usually deploy, whether that be a gel or an oil. The head shaver in our group used The Shop's cream multiple times to shave his entire noggin and came away without a single nick.
The consistency of the cream is not very foamy but rather one that creates a thin layer across your skin. Razors glided through and left smooth skin behind for a clean shave.
What we liked: It worked for a variety of shaving needs, including body and head shaves, and all our testers reported smooth results with each pass.
What we didn't like about: Not much. The only request from our testing panel was a smaller size that could accommodate travel restrictions; it currently is only sold in a 7-ounce tube.
The Shop Aftershave Toner Anti-Bump Solution
Our group was split on the sting that came with applying this toner after a close shave. It's not among our top recommendations from The Shop. While one of our testers appreciated the soothing qualities of this toner after a shave, he admittedly is not a frequent shaver. The rest of our group was undecided on the benefits. The woodsy scent was pleasant, but three testers reported more sting than usual when applying the toner after shaving. As far as signs of irritation go, it helped prevent razor bumps but couldn't fully eliminate lingering redness on one individual's neck. This is one product in the line that is probably worth trying for $10, though your personal experience could vary from ours.
What we liked: This toner reduced irritation for multiple skin types when applying after a shave.
What we didn't like: Several of our testers experienced a stinging sensation that wasn't as soothing as intended.
The Shop Beard Cream With Leave-In Conditioner
For transparency and comprehensiveness, we're including The Shop's Beard Cream. Most of our panel prefers a clean-shaven look, so this did not get enough use in testing to form a fair assessment. None of our testers maintain facial hair long enough to require beard cream. It's intended to give your beard a shiny look while also hydrating the skin beneath it.
The Shop 2-in-1 Hair Wash Daily Moisturizing Shampoo
The value in this 12-ounce bottle made this one of the best 2-in-1 hair washes our testers have tried. Two of our testers are bald or nearly bald, so we had a smaller sample size of opinions on the 2-in-1 hair wash. Still, the remaining three participants were wowed by the results for a $10 2-in-1 product. Typically, you're sacrificing quality to put shampoo and conditioner into a single product. Here, though, we found the subtle scent and cleansing capabilities to be pleasantly surprising.
The Shop's hair wash lathers into hair and massages the scalp, leading to a moisturized feel that isn't dry or flaky. One individual felt that he would need to supplement it with an additional conditioner to achieve the desired softness he prefers in his hair.
What we liked: It hydrated our testers' scalps to an extent that far outperformed a $10 product.
What we didn't like: One of our testers found it to lack the conditioning he would want in a true 2-in-1 product. We also found that the bottle pours too fast, leaving you with more shampoo in your hands than needed.
The Shop Nourishing Hair Pomade
This pomade worked for multiple hair types in our testing panel, though all participants said they'd likely return to their usual hair-styling product for better results. Two of our testers have thicker, straight hair, while another has short 3A curly hair. The Shop's Nourishing Hair Pomade worked to a varying degree for each of them and lasted throughout the day, so there's something to be said about the product's versatility.
But while other items in the line outperformed their price point, the hairstyling pomade fell short. Among the complaints we heard from our panel was that it was hard to remove from the container, it had a waxy feeling and it produced a shiny (and perhaps greasy) appearance. This wasn't a standout product compared to other options on the market.
What we liked: This pomade held throughout the day. All the testers who used it found it easy to apply with just a small dollop.
What we didn't like: No one on our panel said they would buy it again because it didn't produce the look they typically go for. It worked better in straight hair than curly hair.
To assess LeBron James' line of men's grooming products, The Shop, five CNN Underscored staffers with varied skin types, hair types and grooming needs, tried them for a month.
Senior tech editor Mike Andronico has balanced skin and shaves his head. He maintains a simple skin care routine that he's started to put more effort into in recent years, especially with daily cleansing and moisturizing.
Strategy and operations manager DaVonne Bacchus has normal to dry skin. He has a complete daily skin care routine consisting of cleansing twice a day, toner, vitamin C serum, face lotion and sunscreen.
Associate testing writer Joe Bloss has normal to oily skin and maintains a borderline-bald buzz cut. He shaves twice a week and uses a cleanser and a moisturizer twice daily. He looks for products to help develop a better, more comprehensive skin care routine.
Associate programming editor Kevin Martinez has dry skin and short, 3A curly hair. He has a basic routine and has previously tested under-eye patches.
Copy chief Daniel Toy has oily, sensitive skin and thick, fast-growing hair. He generally uses Cetaphil face wash and Harry's products for his daily routine, though he's always looking for anything easy on his sensitive skin.
Where can I buy LeBron James' The Shop grooming line?
Where can I buy LeBron James' The Shop grooming line?
The Shop line of products does have a shoppable page on the Uninterrupted website run by SpringHill, the entertainment company founded by James and his business partner Maverick Carter. The Shop is also sold at Walmart and CVS, though the latter didn't carry the brand's hair care products as of this writing.
Does LeBron James' The Shop men's grooming line have a subscription?
Does LeBron James' The Shop men's grooming line have a subscription?
While there is no subscription plan directly through The Shop's website, you can subscribe to recurring purchases at Walmart. However, it doesn't lower the price compared to one-off purchases.
Is LeBron James' The Shop men's grooming line suitable for daily use?
Is LeBron James' The Shop men's grooming line suitable for daily use?
Our testing found some products to be great for daily use, while others were better fits to be used every few days or once a week. The face wash, for example, provided a rigorous exfoliation that's too harsh as a daily cleanser. Several testers, however, liked the face lotion enough to consider it for inclusion in their daily routines.
CNN Underscored has a team of skilled writers and editors who have many years of experience testing, researching and recommending products, and they ensure each article is carefully edited and products are properly vetted. We talk to top experts when applicable to make certain we are testing each product accurately, recommending only the best products and considering the pros and cons of each item.
For this article, a panel of five CNN Underscored editorial staffers tested The Shop's grooming products for a month. They replaced products in their usual skin and hair care routines to see how The Shop altered the results they saw. Associate testing writer Joe Bloss, who has covered other grooming content for CNN Underscored such as the best men's razors, compiled the panel's thoughts and wrote this review.