Men’s Grooming Trends

Shave and a haircut? How about an exfoliation, a waxing and hair implants? Modern men care about personal care. Whether its skincare, hair care or body care, demand for specific products aimed at men is on the rise, according to industry experts. That’s propelling marketers and their suppliers to create male-specific solutions for a host of grooming issues. After decades of promise, the men’s grooming industry has grown up. 

Experts agree. American Crew Global Creative VP Miquel Garcia said the men’s grooming and styling market has seen significant changes post-covid.

“Men have become more invested in styling and care routines with an eagerness to learn which products are best for their specific hair type, texture and desired result— and most importantly, how to use them effectively.” He explained. “With the rise of social media, men have greater access to grooming inspiration and education, from their favorite celebrities to their local barber.

“There has also been a shift towards more relaxed and casual grooming and styling trends, reflecting changes in work environments and lifestyle preferences,” Garcia added.

“We’ve seen an enormous explosion in the men’s grooming category during the past 10 years,” concurred Laurence Hegart, co-founder of Reuzel, a men’s grooming line. “There’s been a huge increase in the number of barbershops, and hair salons that have dedicated male grooming areas.”

It’s a global trend. According to Mintel, German, US and UK men prefer to use products designed specifically for them. In contrast, in China, men are long-time users of facial skincare products. As a result, they are more receptive to using gender-neutral products, says Mintel. That may explain why, driven by demand in Asia, the global men’s grooming market is predicted to grow 4% a year to reach $66.3 billion by 2031, according to Precision Reports.

The gains make sense to Sam Lewkowict, co-founder of Black Wolf Nation. He told Happi, men have just entered one of the most competitive dating landscapes in human history.

“You’re not just competing with your peers for women, you are now competing with world— men will need to step up how they look and smell,” he observed. “It’s not necessarily a good thing for our society, but online dating and the increased time spend on those platforms have made products like our more necessary.”

Reuzel appeals to a global audience. The brand is available in 93 countries, with recent gains in South American and Asia, most recently, Vietnam and Korea. 

Tools of the Trade

As a grooming tool supplier to the professional haircare industry, Wahl Pro’s been on the cutting-edge of styling trends for decades. Two of Wahl’s “Future Makers,” Nieves Almaraz and Sarah Wall, shared insights on the styles that are shaping the men’s grooming category. 

Wall told Happi it is a “bit tricky” to decipher the current hairstyling landscape.

“Diversity and individuality is fierce at the moment,” she explained. “I do, however, see social influencers wearing a lot more lived in texture ‘natural movement’ through to sharp detailed crops. It’s a mixture of polished areas with also natural movement involved.”

For longer styles once again it’s more lived in “natural texture” for waves and shags. When it comes to straight hair blunter, bob/lob feels with a softer edge and fringes are coming back.

“But clients are asking for what suits their face shape and asking me to push the limits with what suits them with a fringe,” she added.

In contrast, Almaraz provided some concrete guidance on today’s hairstyles. Textured crop and messy fringe are highly requested in the barber shop/salon, he explained.

“Textured crop has a short length on top, and fade or undercut the sides and back. The messy fringe keeps the fringe longer while maintaining shorter length on the sides and back.”

To achieve the textured crop, Almarez applies a matte styling product clay or pomade to damp or dry hair, then use his fingers to create texture. Blow-drying with a round/vent brush adds volume and texture. 

“Texture Powder is good for this style and becoming very popular,” he added.

For a messy fringe, Almarez applies a lightweight styling product texturizing cream and sea salt spray to damp hair, then tousles and styles the fringe into a messy, textured look.

To maintain those aforementioned styles, Wall said it depends on hair type, what they want to achieve and how much time they want to spend styling.

“It’s all down to a strong consultation with the client, finding out what their work/life style commitments are,” she explained. 

How much time the client wants to spend on his hair from one hour to literally no time at all, what hair type the client has, what are the natural hair line patterns? Do they have a widow’s peak, cow lick or double crown?

“It’s only then that you as the professional can create the perfect haircut for your client following what particular look they are after.”

All Are Welcome

Like so many other segments, the men’s grooming category continues to evolve—driven by changing consumer preferences, technological advancements and cultural shifts, according to Almarez.

“Barbers may adopt a more personalized approach to grooming, offering customized haircut and styling recommendations based on individual preferences, face shapes, and hair types,” he noted. “Barber shops may utilize technology platforms for appointment scheduling, online booking, and customer management to streamline operations and enhance the customer experience.”

And for clients, Almarez said barbershops will continue to evolve into inclusive and welcoming spaces for people of all genders, ethnicities, and backgrounds, reflecting the diversity of their clientele and fostering a sense of community. Non-gender pricing may play a role as well, he added.

American Crew understands the importance of community. The brand’s Campus program reinforces its commitment to education and expands its position as a lifestyle brand to captivate new and younger audiences who are still learning about personal grooming, said Garcia.

“The inspiration behind Campus stems from observing market trends among the hair professional community and consumers, as well as an evolution of our brand ethos,” he explained. “We noted an increased interest among the new generation of men in grooming rituals and a desire for personalized knowledge when it comes to their style.”

According to Garcia, Gen Z is proving to be one of the most creative generations, pushing stylists and barbers alike to explore new lengths and challenging the norm. They are also wildly knowledgeable and as such, demand the highest quality of products, ingredients and formulations.

James Got Game

NBA Star LeBron James is welcome on every campus—and barbershop. Now his grooming line, The Shop, is available in 1,600 Walmart stores, too. Comprising seven skin, hair and beard care products, including aftershave-toner, styling pomade and shave and beard creams priced at $10 or less, the line is an offshoot of Emmy Award-winning show “The Shop,” which first debuted in 2018. James teamed with Paul Rivera, Maverick Carter’s The SpringHill Company (TSHC) and Parlux to construct The Shop.

“The initial inspiration for the line was what we, ourselves, wanted to see from men’s grooming,” recalled Rivera, who said the development process began with a roundtable discussion featuring TSHC team members of all seniority levels to assess white space in the market. “We had everyone from interns to LeBron—old, young, white, Black—a very diverse group. And we realized, ‘Hey, there are a lot of young people intimidated by the space—so what should the men’s grooming journey look like?’”

According to Carter, the feeling of being in a barbershop and having conversations with people from all walks of life is nostalgic and a feeling to which a lot of people relate.

“As the show really turned into a brand, we realized we can translate that same feeling into product,” he explained. 

At first glance, a brand name like Severed Head may not seem all that welcoming. And yet, it is based on a very welcoming barbershop in The Netherlands. About 12 years ago, one of Hegart’s business partners was in The Netherlands and came across Schorem, a barbershop the likes of which he had never seen.

“Schorem opened at 11am every morning and there was always a line of customers waiting to get haircuts. The wait could be six or seven hours!” recalled Hegart. “David said we should take a closer look at this shop, I had owned shops in the past, and we met with the owners Laine and Rob. 

The Schorem founders had an idea for an eponymous product line, but weren’t happy with any of the formulas. Hegart and his team formed Reuzel, went to work and 18 months later, rolled out its first pomades. Now, Reuzel is ready to reach a new audience through a partnership with Liquid Death, the healthy beverage brand. Severed Head Strong Hold Clay Pomade provides a workable hold that’s suitable for all hair types. The non-sticky, non-greasy formula leaves hair with a matte finish and roughed up texture, according to Reuzel. There’s even a drop of Liquid Death Mountain Water in every tin!

Garcia of American Crew said men are riding the wave of effortless looks, as well as medium to longer length hairstyles; i.e., a mod mullet or wolf cut, and leaning into their natural hair type and embracing textured layers. Looking ahead, Garcia said some emerging men’s styling formats that may become popular include variations of textured crops, modern shags, and retro-inspired hairstyles like the ’90s curtain fringe. 

“Styles that incorporate natural texture enhancement and low-maintenance cuts are also gaining traction,” he added.

Black Wolf Nation launched sonic scalp device. According to Lewkowict, it is a new take on the traditional scalp scrubber.

Men & Makeup

Hair may still be the focus for most male grooming routines, but more guys are embracing the concept of makeup, according to Jeff Lau, founder and CEO of NuNorm.

“As societal norms evolve, men are breaking free from traditional gender stereotypes and embracing self-expression through grooming and cosmetics,” he told Happi. “NuNorm is at the forefront of this movement, offering high-quality makeup products designed specifically for men.”

According to Lau, one of the greatest hurdles is the bias that “makeup is not made for men” or that “makeup for men needs to be hidden from others. Since our debut we’ve received numerous comments from individuals expressing this belief.”

But Lau and his team remain steadfast in their belief that everyone deserves to feel good about themselves and some prefer a little extra support to show up as their best selves. 

“Whether you’re making up for a lack of sleep or just want an extra confidence boost to get through a big presentation, NuNorm is here to remind you that you deserve to look and feel your best,” said Lau. “So, if there is any hesitation, remember that makeup does not change who you are. It’s still you, only better!”

One of NuNorm’s first products was Tinted Hydrator, which is a water-gel formula designed for men with dry skin.

“Even those with oily skin acknowledge they need moisturizing,” explained Lau. So, we created this sheer, tinted water-gel formula is packed with high-performance skincare ingredients to blur imperfections, even skin tone, and provide lasting hydration for a more healthy-looking complexion both instantly and over time.”

The Tinted Hydrator formula includes:

• Betaine, a bioactive amino-acid derivative, which provides antioxidant protection and helps balance skin’s moisture levels.
• Niacinamide, which helps strengthen and maintain the skin barrier; helps reduce redness and minimizes the appearance of blemishes.
• Water absorbing powder particles that hold water and release it upon application for a refreshing “water burst” sensation and a visible blurring effect.

Other products in the line include Quick Cover complexion stick, Brow Rescue pencil, Shine Eraser powder and Okuni brush.

Lau said NuNorm products fit seamlessly into a simple skincare routine, offering natural coverage across a diverse shade range so no one can tell if you’re wearing a product. Products are specifically formulated for men’s skin, which tends to differ in terms of texture, oiliness, and common skin issues like larger pores and more frequent acne. In fact, NuNorm creates formulas based on feedback from hundreds of men, ensuring that its products not only meet their specific needs but also support their confidence with undetectable coverage, according to Lau. 

Men want convenience. That’s why NuNorm limited its collection to the essentials, provided quick tutorials for reference, and formulated our products to feel as light as possible. The goal was for each item to accommodate a quick and weightless application. 

“We certainly achieved this with the feedback and support from our community members,” he added.

NuNorm gives back, too. The company commits 2% of profit toward supporting men’s mental health organizations.

“I stand behind our mission to enhance men’s relationship with self-care,” added Lau.

Nu Norm isn’t alone in that mission. The brand was recently featured in a Forbes article, “Makeup For Men Is More Than A Trend—It’s A Rapidly Rising Market,” by Dahvi Shira.

“It was extremely encouraging to learn more about this quickly evolving market and the other brands out there supporting this movement,” said Lau.

But not everyone is convinced that men are taking to skincare, let alone makeup. Lewkowict of Black Wolf Nation said that above all else, men will continue to be price-sensitive and seek out innovation. When he founded Black Wolf Nation in 2018, conventional wisdom was that the major opportunity in men’s grooming was facial skincare—many were hopeful men could adopt skincare even partially as much as women had and that it would be a huge new market.

“That never materialized. We’ve seen brands that went after body and haircare in the mass pricepoint, as well as grooming devices, being the main winners,” he said. “It’s safe to assume the hype around men adopting facial skincare is a very, very long way off—if it ever even happens, which I doubt.”

Here’s more from some of the experts in the men’s grooming space.