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 the 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, Almaraz 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, Almaraz 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 Almaraz.

“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, Almaraz 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 beverage brand Liquid Death. 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 a 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 products not only meet their specific needs but also support their confidence with undetectable coverage, notes 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.

Sally Hansen has moved into the men’s makeup game, too. Just before this issue went to press, the Coty-owned nail color brand signed a deal with basketball star Jared McCain. McCain—who played for Duke this past season as a freshman — is the nail color brand’s new brand ambassador.

Why McCain? Not only has he garnered widespread acclaim for his hoop skills, McCain embraces nail polish as part of his personal style.

According to the brand, McCain’s style and fearless self-expression make him ideal for the role.  And, he has a solid social media following, which Coty says rivals some of the biggest names in sports.

For Sally Hansen, McCain will serve as a brand ambassador, promoting inclusivity and self-expression both within the sports community and beyond. Together, they want to inspire a new generation to embrace their individuality without fear.

“Jared McCain caught our eye with his striking nail styles, showcasing his vibrant self-expression, all while simultaneously shining as a standout player on the court. He’s continued to remain true to himself, and we’re thrilled to welcome him to the Sally Hansen family,” said Kevin Shapiro, senior vice president of Coty US Consumer Beauty, in a statement.

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.” 

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Grooming Experts Weigh-In On Top Hair & Personal Care Trends

Ammon Carver
Meraki House Salon
Salt Lake City, UT

Specialty: Styling and finishing, session styling/editorial stylist

Observations: Today, it’s more permissible for men to care about their hair…but it needs to look like they don’t care. For example, it’s important to have a good cut that can be worn in an easy-going style that’s not too contrived. The 90s looks are all coming back. For example, a little length on top that can be tousled. Think Kurt Cobain of Nirvana.

Preferred Products: I’m a big fan of a mousse for buildable volume. Or, you can air dry to leave the hair with control. Creating a foundation with mousse will help the hair behave. Living Proof Texturizing Foam. Living Proof Amp2 Instant Texture Volumizer. I also love a paste that gives memory and hold, but leaves the hair touchable with no crunch, so it’s not too contrived.

What’s Next: I love that guys can put on concealer or makeup or fill in the grays. They can do whatever makes them comfortable! Skincare is skincare. Why are we calling it men’s skincare? It’s just skin care and it’s available to everyone. This is the condition of your skin—here’s a fix. It’s doesn’t need to be labeled men’s.

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Tyler Kelbert
Studio Tribe Salon and Blades Up Barbershop
Ogden, UT

Specialty: Short and long haircuts, curly haircuts, styling straight and curly hair, all over blonding and coloring

Observations: Men’s grooming tools have definitely evolved since 2012 when I finished school. There are a lot better tools and a lot more choices out there now. When I was in school, there were only Wahl, Andis and Oster clippers on the market. Now, there are countless companies for not only clippers but all kinds of men’s grooming tools. When I was in school, I remember my instructor telling me styles come and go, and I thought he was crazy. But since I’ve been doing hair, I’ve seen styles be popular then not popular and then come back into style again!

Preferred Products: I used one product line for the haircuts I did in my NAHA collection. It was STMNT Grooming products (Matte Paste, Gel, Spray Powder, Shine Paste and Hairspray)

What’s Next: Right now, I think men’s haircuts with longer lengths and men’s hair that is colored. I think that’s the direction men’s grooming is going. Skincare was popular for a little bit when there was a black mask trend, but that faded away. I don’t think men care as much about their skin as women do.

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Bruce Kanter
Decarra Salon
Los Angeles

Specialty: Short and textured haircuts for men and women, updo styles, braid work, photo shoot work

Observations: I’ve been a cosmetologist, educator and platform artist for 40 years. Men’s grooming habits have continued to evolve to keep it fresh. However, classic styles always remain a staple. Men still love traditional barber styles, including tight fades, tousled pompadours and groomed pompadours.

Preferred Products: Xyon Health Rejuvenate Shampoo and Nurture Conditioner. They leave the hair in optimum health—a must for a good foundation.

What’s Next: Curls are making a big wave (excuse the pun).  Men are requesting loose curls for textured looks, so they can towel dry, put in a lot of product and go. More men are getting their hair colored, an enjoying gray blending, facials, manicures and pedicures. Skincare is a must!  At a minimum, I advise using sunscreen on a daily basis and a good eye cream.  More men are visiting spas or men’s full-service grooming shops, such as Hammer & Nails for self-care.

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Meghan Blanchette
Sport Clips Haircuts
Simsbury, CT

Specialty: Men’s Grooming

Observations: Men’s grooming habits have evolved substantially over the course of my 20-year career. Men are taking more of an interest in learning how to care for their hair, and they are addressing concerns such as thinning, frizziness, gray that’s turning yellow, etc. with their knowledgeable stylist or barber. As more products are created specifically with men’s grooming in mind, their options are endless. They are no longer stuck using “Whatever is in the cabinet at home” or “Whatever my wife bought at the drugstore.”

What’s Trending: Floppy haircuts or “the flow” are some of the most requested hairstyles of 2024. Hairstyles from the 1990s have made a comeback and will be here for a while. Guys who already have extra hair length can accomplish the look with little effort. Those who don’t have hair that’s long enough to embrace the “floppy hair” look can start the growing-out process and should get there in no time. This look is pretty versatile when it comes to face shapes. It works best with a narrow jaw area, and the length falling behind the neck adds balance to triangle, heart, diamond, and oval-shaped faces.

Preferred Products: Using styling cream, such as Fiber Cream by American Crew, while the hair is still wet can give the style definition without the “crunch” indicative of the ’90s. Once the hair is dry, a texturizing or sea salt spray (Hitman by GIBS Grooming) will add volume and texture, plus these sprays can be used as a refresh for the style as the day goes on.

What’s Next: Men’s skincare is evolving just as fast as haircare. There are many options available for about a zillion different types of products. My recommendation would be to start with a facial cleanser, an eye cream that you love and a good moisturizer. If you have a beard, be sure to moisturize the skin underneath, as well as the hair, to prevent the dry flakes and itchiness that can easily occur in that area.

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Charles Robinson
Hair By Charles & Co.
Crestwood, KY

Specialties: Haircolor, haircut

Observations: I’ve been in business for 32 years. It’s great to see men’s hair products evolve. More men are using professional products now, including High Shine Pomade, Grip Tight Gel and Control Addict Hair Spray

What’s Trending: We will continue to see clean fades with longer tops. The ability to visually blend tight fades to disconnected tops

What’s Next: I love to see more men caring for their skin. I personally use skin moisturizer and moisturizing body wash.

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Arielle Gillespie
Skyline Beauty Group
Charlotte, NC

Areas of Focus: Anthony Skincare

Observations: Anthony Skincare has been in business since 2000. With men, it’s really about quality over quantity. The classic silhouette tailors established for men over a century ago have really remained at the forefront, and the little details are the pieces that become more modernized. It’s the same in skincare. It’s about establishing something basic and effective and then supplementing.If anything has really evolved, I would say it’s the stigma surrounding self-care for men. It’s less of an anomaly for men to invest in their skincare and appearance.

Preferred Products: Anthony Glycolic Cleanser, Anthony Facial Scrub and Anthony Day Cream SPF is a tried-and-true starter trio for any man. It’s truly the classics done well with the added benefits of quality ingredients and a 2-for-1 moisturizer that has the added benefit of SPF 30. These three products are the gateway to engaging men into caring for their skin.

What’s Next: Adding active ingredients into their regimens like vitamins C and A. Men have the basics down, so I’d love to see them become more well versed in ingredients and concerns that might be viewed as more sophisticated. Sun care is also growing in importance. I’m getting asked about SPF more, which is great.

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Cedric Johnson, Jr.
V’s Barbershop
Orlando, FL

Specialties: In a multicultural hub like Florida, I’ve been blessed with endless opportunities to explore the wide world of hair and beard textures. This has enabled me to craft personalized style advice and services specifically for our clients’ unique needs. Being adept in handling multi-textured hair requires not just skill in cutting techniques but also a deep understanding of the right products for every type of hair.

Observations: I grew up in a barbershop—my family has been in the barbering and hair care business in the metro Detroit area since 1988. Spending most of my days in my parents’ shop, barbering was something that came naturally to me. In fact, the first place my dad took me after I was born was the barbershop! I officially joined the ranks of licensed, professional barbers in 2010. Fast forward to 2018, I moved to Orlando with my family and have since been a key player at V’s. In addition to serving a full clientele, I also teach and train our staff at our two greater Orlando locations, one near Universal Studios and SeaWorld and the other in Windermere, one of the wealthiest communities in Florida. As a member of the V’s Elite Team, I am one of nine barbers, out of several hundred nationwide, who travel to V’s locations across the country to educate and train our staff.

Men now care far more about their appearance than in the past. Beards have had a major resurgence, and I enjoy creating complete looks that are suitable for a variety of casual and professional settings—from the boardroom to the golf course to a night out. Teens, influenced by trends on social media and pop culture, are experimenting with a variety of hairstyles more than ever before.

Preferred Products: For my business-professional clients seeking a clean-shaven look, my go-to products are V’s Shave Prep 1 and 2, which help me achieve a silky smooth straight razor shave with no irritation or stubble left behind. I finish off with o V’s Authentic Barbershop Tonic—which smells amazing, by the way! Whether performing a straight razor shave or a beard trim, one of my current favorite products is the Billy Jealousy White Knight Facial Cleanser. Achieving a polished look is important, so I typically blow dry every style with Reuzel Grooming Tonic to add volume and create texture for a windswept look that can be styled either messy or neat. Currently, texture powders are my favorite styling products, and they are particularly popular among the younger generation. Though I’ve used many texture products, my latest go-to is the Captain Fawcett Volumizing Texture Powder, which will soon be available at V’s but is currently only available in the UK.

What’s Trending: At the moment, big, volumized hairstyles are in style, but I believe short buzz cuts will make a comeback, as hair trends are often cyclical. Pop culture will continue to play a significant role in determining trending styles.

Skincare for men is a priority for me. I incorporate a mini facial into all of my beard or shave services, ensuring to exfoliate the face before cleansing it and the beard. Since many men do not exfoliate at home, offering this service in the barbershop provides a nice touch, adding a radiant glow to the skin.

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Gretchen Oligee
Eric Adam Hair Co.
Littleton, CO

Specialties: Color, cut and hair loss solutions

Observations: I’ve been in business for 30 years. Every decade seems to have its own trends. In the ’90s. we had the grunge look with longer hair, and we saw a lot of goatee facial hair. Later that decade, we saw men with highlighted tips on shorter hair with a cleaner shaven look. Fast forward a bit and we saw the “hipster” more relaxed look with fuller, more unkempt beards and the man bun.
Now, we are seeing cleaner hairstyles with full, more groomed beards—and the “Top Gun” mustache! Men are definitely getting more involved with their grooming and even skin care routines now.

Preferred Products: I use a styling paste for men’s hair to keep styles in place. With beards, I recommend an oil for conditioning and balm to help control any wild hairs and keep the shape. Clients often ask how they can get the healthiest looking hair possible. I have been so excited to introduce these people to the new BosleyMD Revive+ Densifying Foam because it helps create healthy thicker hair on a cellular level with faster results than most other hair thickening products in the market. 

What’s Trending: I think we will be seeing more products that cover all of the bases. Such as beard oils that also moisturize along with pomades that not only offer hold but nourishment as well.

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The Men's Grooming Market Is Booming