Every stat says that the men’s grooming sector is growing but are you offering the treatments and services they’re searching for?
There was a time not too long ago when men who wanted to partake in beauty services and treatments might risk having their reputation dented by their peers. But not anymore. With social media, fast and efficacious treatments, plus a growing desire from men to lean into longevity, health and ageing well, it’s no surprise that data is showing a sharp rise in men investing in their skin.
“I think there’s been a general shift in men feeling a lot more comfortable wanting to look and feel good and they’re moving away from that fake ‘masculine’ way of thinking that ‘I don’t do anything for my skin’ is a good thing,” says Dr Ahmed El Muntasar, famously known as The Aesthetics Doctor. “I think that stigma has finally gone and if anything, I think people respect men more when they do take care of their skin.”
Platforms like Instagram and TikTok showcasing treatments, skincare ranges and educating followers on the importance of how a good grooming regime can boost confidence and help guys show up as the best version of themselves has also played its part.
“The focus on men looking after their skin has hugely increased with social media highlighting not only the importance of looking after your skin but also making it acceptable for men to invest more time and money in grooming. While triggered by the more open-minded and socially expressive younger generations, I think the movement towards men’s elevated grooming is across all age brackets now,” says Debbie Thomas, dermatologist and owner of D.Thomas Clinic.
The stats don’t lie. Searches for men’s facials are up by 230% according to Pinterest and in a YouGov survey, 65% of British men aged 18-34 said appearance is important. Coinciding with this, searches for dermatologists have risen by 55%, ‘dry skincare routine’ searches are up 45%, and microneedling has seen a 50% increase in search volume. The latter both point towards solutions for men looking to improve their skin texture and appearance.
“Typically, men only use one product that’s meant to do everything which just won’t work. They also skip sun creams and tend to use scrubs because there’s that idea that smooth, tight skin is good skin, but as a result they over exfoliate and their skin becomes drier,” continues Dr Ahmed.
Another mistake men make – “thinking they need a male-focused skincare range,” says Debbie. “Putting a cream in a black bottle doesn’t make it better for male skin – you need the right products and ingredients to suit your skin’s needs.”
Results over relaxation
After studying the search terms it appears collagen stimulating, skin smoothing and deeply hydrating products and procedures are what will pique men’s interest levels. “Men are increasingly turning to treatments like DermaPen for its collagen-boosting and scar smoothing results,” says Alison Haynes, advanced skin practitioner and lecturer. “SkinPen has become one of our most requested treatments among male clients because it delivers results without being too invasive. A lot of them are coming in to treat old acne scars to refresh their skin texture – it’s subtle, but impactful.”
Hydrafacials, microneedling and lasers are also popular with male clients. “HydraFacials are a go-to for our male clients new to skincare because they’re efficient, effective and don’t require any post treatment downtime which fits perfectly into their routines. Plus, the non-invasive, glow-boosting facial gives results in under an hour,” continues Alison.
Low commitment and highly convenient is also key to this clientele. One to two sessions is acceptable, but longer term treatment plans that might appeal to women and their skincare journey aren’t as attractive. In Dr Ahmed’s words: “they want to get it done and dusted and move on.”
Make life simple
In the same vein, the booking of these treatments needs to be easy and accessible too, so if you are offering men’s treatments or considering it, look into the customer journey. “Online booking platforms play a critical role in male engagement and has completely changed the game,” says Alison. “For many men the idea of walking into a clinic can feel intimidating or unfamiliar but give them a private, no-fuss booking option and they’re in – digital access removes any barriers immediately.”
As for whether you need to advertise ‘men’s treatments’ specifically, it can be a bone of contention. Obviously, salons and therapists need and want to be inclusive but you might miss out on a new client sector if you don’t make your menu clear. “You certainly need to express that you treat men, they will search for evidence that you are offering something to treat them specifically, so whether it’s a treatment or a men’s skin consultation, have something,” advises Debbie. “That’s the reality of running a business and if you don’t advertise what you offer, you’ll lose out.”
Plus, don’t forget that genetically men’s skin is different – a third thicker and generally oilier, this will need to be taken into account when using machines and you might need specific products that are tailored to that. It’s worth considering your retail offering too – after all, if men are craving convenience, can you provide them with a readymade skincare routine specifically suited to them?
The future
Often more about vitality than vanity, men are accepting that looking after their skin is just one piece of the longevity pie. “Younger men want more maintenance and prevention and those in their 40s to 70s are keen on the idea of biohacking and keeping skin looking good and healthy for as long as possible," says Dr Ahmed.
By understanding that treatments like microneedling, peels, LED, lasers and radiofrequency can answer their needs, and have more impact long term, the demand from men wanting to ensure their complexion looks fresh, smooth and rejuvenated will continue.
Words by Becci Vallis