The male grooming industry has seen a massive boost over the years, especially as research reveals that the modern man is moving away from the traditional stereotypes that have existed for years. As the beauty industry fills this growing need and redefines the modern man’s approach to self-care, finding out what’s behind it is important, too. With a market value of £792.7 million, male grooming has come to stay for many reasons, including those listed below.
1. Changing social norms and acceptance
Social norms have long had an impact on beauty trends worldwide, and male groom is no exception. Before male grooming became more popular, societal expectations confined men to a more rugged and ‘manly’ look. The preference for ruggedness to refinement was the order of the day several decades ago, but things began to change with the help of the modelling and film industry. The latter started to focus on men wearing refined looks and yet commanding presence and power. This growing acceptance was spurred on by the male modelling industry, where some men filled runways with their highly-groomed appearances. What started as a gradual shift in perspective gave way to an industry now flooded with a wide range of grooming needs for men. Although female grooming still holds the torch in the beauty industry, males are catching up. The booming male grooming industry has just about everything, ranging from skincare to daily routines.
2. Rise in cosmetic procedures
The British Association of Aesthetic Plastic Surgeons says cosmetic procedures in men rose by 118% in 2021. Procedures traditionally associated with women have opened up to fulfilling men’s beauty desires and fears. For example, male-pattern baldness or alopecia is something men would avoid if they could do so naturally. However, with 6.5 million UK men losing their hair by age 50, there’s no argument about its prevalence. Fortunately, cosmetic procedures aided by advanced technology help these men regain a headful of hair. As more men embrace these cosmetic procedures, the stigma attached to enhanced male grooming seems to be dissipating. As a result, facilities like Treatment Rooms continue to increase nationwide, enhancing accessibility.
3. Celebrity culture influence and social media
The flourishing social media landscape plays a significant role in male grooming. Platforms like Instagram and TikTok often feature male celebrities sharing personal grooming tips and care practices. With a huge youthful following on these platforms, it’s easy to understand why the younger generation is leading the way in changing male grooming perspectives. They want to look good as they get older and will, therefore, pick cues from their movies and social media idols. The allure of looking and feeling polished is compelling many men to take grooming seriously. Meanwhile, as an industry, the beauty sector identified the growing need and leveraged the widespread demand to invest in quality grooming products for this gender. So, if you’re a male and want to keep a polished look, there’s no harm in picking a few grooming tips from your favourite celebrities.