The creators of the new men's grooming line Ritual built the brand on one simple fact: Men are creatures of habit. According to them, man's most common, entirely unreligious ritual is summed up in three words: shit, shower and shave. Those pivotal three "S's" serve as inspiration for Ritual's product line. "Shower" comes courtesy of Trifecta, a moisturizing body, hair and face wash, while Razor Rinse (a tea tree oil-infused blade antiseptic, Whip (a rich shave cream), and Balm (a cooling post-shave gel) comprise the "shaving" element. The final "S" is taken care of by Nature Calls, a tiny bottle whose contents neutralized odors. When dropped in the toilet post-nasty-business, it's, quite simply, the shit.