Skincare experts from Trufitt & Hill and Enrich salons discuss changing men’s beauty standards with Dr Apratim Goel.
Words: Relin Hedly
Men’s grooming has come a long way with easy access to result-oriented solutions for their skin and hair concerns. Increasing awareness of self-care trends through social media and influencers paved the way for evolving grooming standards, leading to increasing footfall and sales in salons.
The Technical Session on ‘Men and Their Beauty Evolution’ at the StyleSpeak Beauty Conference 2025 at HBS 2025 shone a spotlight on men’s beauty needs. Chaired by Dr Apratim Goel, CEO & Director, Cutis Skin Studio, it featured Dr Vinaya Bagwe, Skin and Spa Head – Enrich Salon, and Shweta Ghadge, Head Coach Skin at Lloyds Luxuries, who revealed interesting insights on the latest trends and treatments in men’s grooming.
Dr Apratim Goel:
Some of the key concerns men want to address:
Acne scars, Pigmentation, tanning, oily skin, puffiness around the eyes, lip darkening, Folliculitis- beard related, excessive hairy issues, underarm pigmentation/sweating, male balding, skin tone / sagging skin/ stretch marks (after weight loss), skin glow (Gen Z, Korean effect)
Tell us about the shift in men’s grooming in the last 2 decades?
Dr Vinaya Bagwe: We see a major shift in men’s grooming with a significant increase in the number of men opting for manicures, pedicures, facials targeting specific skin concerns, increased awareness, and spending power.
Popular services
- Mani-pedi services are equal to women’s services
- Body waxing – full body – for ingrowth too
- Facials
- Eyebrow Shaping
- Clean-ups (Youngsters and adults)
- Acne Treatments – grade 1, grade 2, blackheads, whiteheads
- Tanning treatments- not whitening
Shweta Ghadge: In the last 5 years, there has been easy access to men-centric products targeting specific concerns. We see that men are moving beyond shaving and haircuts to using scrubs, cleansers, serums, etc.
We are a traditional men’s barber shop with luxury, and our clients want to ensure that every body part, from head to toe, is well groomed to maintain a polished look
Popular services
- Oily skin concerns
- Youngsters look for acne solutions
- Mature men want help for dry skin
- Anti-ageing treatments
- Aromatherapy, with essential oils
Dr Apratim: What is the reason for the increase in men’s services?
Dr Vinaya: Awareness is the main reason for this change.
Shweta Ghadge: Social media, influencers, celebrities, mainly cricketers, are playing a major role.
Dr Apratim: Are men willing to spend on grooming services?
Dr Vinaya: Yes. Men are happy to spend on personal grooming. In fact we have noticed that it is easier to convince a male client for an advanced facial than a female client who would be cautious about trying one.
Dr Apratim: Are men comfortable with waxing?
Dr Vinaya: Yes. Body waxing is another important service being opted for by men these days. There are a variety of waxes available, like cartridge waxes, liposoluble waxes that are very good for ingrowth removal. Customizable wax options are also available.
At Enrich, we do not allow a lady therapist to do men’s services. The male technicians who do the mani-pedis are trained to do men’s waxing. Similarly, a male therapist does the shaving and laser for their private parts.
Dr Apratim: Some of the doctors are against fragrances. Have you faced any issues with using them?
Shweta: We have never come across fragrances irritating clients. Aromatherapy works on your mood, but the quality and ingredients used matter. If you use products with essential oils, it does not irritate the skin at all but benefits you psychologically and physiologically, like uplift and soothe your mood, and offer you a calm and deep sleep.
Dr Apratim: What is your view on men applying nail paints?
Shweta: It’s a myth that men don’t apply nail paint. Teenagers prefer black nail paint, and adults prefer a clear coat. Nowadays, men are also particular about the shape of their nails and understand different shapes, e.g. almond, square, etc., and details like base coat and top coat. So they can’t be taken for granted anymore. It solely depends on the class you are catering to.
Dr Apratim: Tell us about your signature treatments for men?
Shweta: At Trufitt& Hill, the Royal Shave is our signature treatment. The pre-shaving or shaving products are chosen carefully, based on the skin types like oily, dry, normal and sensitive. Our shaving creams we use balance the natural oil or moisture of the skin because every time one shaves, the skin’s upper layer is affected and can lead to dryness and sensitivity. We offer home care products as well.
Our Facial too follows traditional practices and is done on the chair itself. Post, facial we pamper clients with a relaxing hand and shoulder massage. Beard facials are very popular, which include cleansing, exfoliation and massage.
As a men-centric traditional barber shop offering luxury services, we make sure men can maintain a polished look.
Dr Vinaya: We have plans to do a Couch Facial as a post-shave ritual. This will be a kind of maintenance facial, not targeting any specific skin concerns, with cleansing, exfoliation, massaging and a pack done at the hair station itself after the haircut and shave.
How can Salons increase their male clients?
- Proper ambience
- Exclusive men’s menu
- Offer multifunctional products, non-greasy
- Customised products with woody/oceanic fragrances
- Lunch time express treatments
- Quick 30-minute 3-4 step facials
- Men-focused therapists
- Offer 1st service for free on a trial basis
- Loyalty programs
- Men’s treatment retail corner
- Offer multifunctional products, non-greasy
With men increasingly focused on self-care, salons and spas can offer a plethora of grooming solutions to promote their overall well-being.
