I got my partner a beard conditioner last year. He doesn't actually have a beard, just stubble, but it makes it nice and soft!
I also get him a "throwback" scent some years. Some sort of aftershave he loved when he was younger. A few years ago it was Blue Jeans, this year I am trying to find Issey Miyake at a reasonable price.
Soap and Glory do a men's range that is quite nice. Stops him stealing my Clean on Me! We usually buy BIL some Soap and Glory as he steals SILs too!
The Body Shop maca root face cream is nice. Their Hemp range is good too (and they have £25 off a £50 spend just now)