In recent years, male grooming has evolved significantly, signaling a shift in how men approach self-care. With more men embracing grooming as an essential part of their routine, this trend is not just about appearances—it’s about wellbeing.
Through Ruuby, a pioneering beauty booking platform operating in the UK, Dubai, and Switzerland, we see that men now account for over 25% of all clients. CEO Venetia Archer highlights that male clientele has grown by 40% over the past year, making this demographic one of their fastest-growing segments.
What’s particularly interesting is how men are approaching grooming much like they do gym sessions or haircuts—integrating regular appointments into their routines. Services such as facials, spray tans, and eyebrow shaping have gained remarkable traction, particularly in busy business districts, where convenience is key.
This trend is further echoed in clinical settings where men are now frequent, knowledgeable visitors rather than hesitant newcomers. Celebrity facialist William Foley notes that this transformation has been years in the making, citing early influencers like David Beckham, who presented self-care as a mark of confidence rather than vanity.
William Foley
Foley points out that the growth has particularly accelerated in the last couple of years. More men are now opting for professional skin treatments not just for dramatic changes, but to boost their overall sense of well-being. Services like microneedling, chemical peels, and LED therapy are increasingly in demand alongside a surge in men’s knowledge of active skincare ingredients like vitamin C and retinol.
Social media has played a role in this shift, with platforms like Instagram and TikTok helping normalize discussions around men’s grooming. Additionally, many men are motivated by encouragement from partners to simplify their skincare routines, effectively reducing common issues like breakouts.
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Interestingly, men are often seeking understated enhancements rather than dramatic transformations. Concerns typically center around looking refreshed, managing dryness, and improving overall skin appearance. Many men also seek subtle structural enhancements—like enhanced jawline definition—while aiming to avoid an exaggerated look. This shift reflects a broader trend; grooming practices are now intertwined with concepts of health and longevity rather than mere aesthetics.
Archer has seen this mindset extend globally, notably in Dubai, where male clients frequently return for personalized treatments. The focus remains on achieving flawless skin, with some men even scheduling hair appointments multiple times per week.
While the rise of male grooming might not appear flashy, its impact is profound, and its subtlety is part of its strength.
Conclusion: The evolution of male grooming represents a broader movement toward self-care and wellness among men. As this trend continues, it encourages a more holistic view of beauty—emphasizing health and confidence rather than mere appearance. Whether you’re interested in refreshing your skincare routine or exploring professional treatments, embracing grooming can lead to enhanced self-esteem and overall satisfaction.
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