The Manscaping Movement: The Rise of Luxury Male Grooming Trends 2025

Manscaping has evolved from merely trimming body hair. Today, it includes everything from waxing to laser treatments. Think of it like landscaping for your body. Whether a fan of the full mane or the sleek smooth look.

One thing that’s not up for debate? There is massive growth in the male grooming industry. 

If you haven’t been paying attention, now’s the time. From 2024 to 2032, the industry is projected to grow at a remarkable rate of 8.35%, resulting in a market value of £332.20 billion by 2032. That’s a lot of skincare, clippers, and grooming gadgets!

And it is global! From skincare and haircare to cosmetics and wellness products, the market is booming, everywhere.

If you’re not thinking about how to get involved, you might be closing the salon door on a major opportunity.

So, What’s Behind The Mainstream Manscaping Boom?

Glad, you asked. From what we can see, we would say it is a healthy mix of cultural shifts and MEN with a new ATTITUDE. 

1. Outdated Views on Masculinity.

Let’s real traditional masculinity had its moment. All those buzzwords—strength, dominance, power —worked for the time but left little room for nuance. Thankfully, today’s masculinity has evolved. It still celebrates resilience and confidence, but now there’s space for vulnerability, femininity, emotion, and yes- self-care.

In 2025 Gym goals and grooming routines can co-exist. The idea that self-care is "just for women" is both outdated and untrue.  

Need proof? Just look at the generational shift. Millennials and Gen Z are leading the charge. They’re open-minded, informed, and unbothered by stigmas. Interest in personal care among younger male consumers has grown year on year. These Guys are confidently making space for skincare in their routines, rivaling some women's routines.

Imagine your grandad borrowing your grandma’s serum or booking a facial, highly unlikely, right? 

Today, with more open communication, inclusive relationships, and better access to products, grooming is no longer gendered—it’s just good hygiene.

2. Gender Norms Are Fading – and Influencers Are Leading the Charge

The need for better male representation in grooming and self-expression has been a long time coming. 

We’re no longer relying on a handful of men to carry the complexity of an entire gender. Representation is finally catching up—and it’s never looked better.

Influencers such as @Joshcuthbert and @Aligordon, along with celebrities like Harry Styles, Jonathan Van Ness, and the ever-popular Brad Pitt, have redefined what it means to prioritize self-care. They are seamlessly blending fashion, grooming, and wellness in ways that feel genuine, accessible, and authentic to you.

Across the gender spectrum, cultural trailblazers are showing us, that skincare routines, painted nails, and self-expression aren’t rebellion—they’re self-awareness. We’re finally seeing a fuller, more human picture of what it means to be a man (or just a person, really).

3. The Rise of Gender-Neutral and minimal Product Ranges

If you’ve ever watched "Queer eye", you know the type: someone who swears Fairy Liquid works for everything—hair, dishes, even body wash! While that multi-purpose mindset once seemed efficient, it’s thankfully giving way to something better: choice.

Gone are the days of one brand of shower gel, one razor, and one bottle of Old Spice. Today’s shelves feature gender-neutral ranges, minimalist products, AND dedicated men’s grooming brands tailored to skin type, scent preferences, and hair texture. 

Lastly, education. Men are learning about each product's, functions, how to use it, and its significance.The result? More men feel confident, informed, and in control of their routines.

This wave of variety and personalization is expanding the market and welcoming a broader, more inclusive demographic. It’s smarter, more bespoke—and a lot more fun.

4. Amazon’s Takeover

Did you know that men prefer purchasing on Amazon?

Recent data from Front Row Media Agency shows that 54% of U.S. men’s skincare and grooming budgets are spent on Amazon— four times more than other retailers.

Women tend to prefer brands, boutiques, in-store shopping, and salon experiences, while men often prioritize speed and convenience.

It doesn’t mean that they are avoiding the salon entirely. It highlights the intimidation men often feel when asking questions and conducting research, which they prefer to do online.

This is something that you can learn from in your interactions with male clients going forward. 

Finding ways to make the experience easy convenient and inviting can help. This includes providing information, introducing products, and allowing space for customers to become familiar with routines and results. 

Why Salons Should Build Out Male-Focused Treatment Menus

Let’s face it: grooming isn't a niche anymore. It’s a global movement—and the future is manscaped, MEN-incured, and moisturised. 

Sure, men may be shopping online, but some things are still best left to the professionals. (Waxing your own back? Virtually impossible! And yes, someone out there has probably tried.)

So, if you’re wondering why worth expanding your treatment menu, this is to play to your strengths and learn from the movement. 

Things to Watch in 2025:

• Quarterly “maintenance” appointments – like a car service, but for men.
• Full body Waxing
• Male-focused facials and skincare
• Beard shaping, brow grooming, and pamper packages

Most popular mens waxing treatments? Back, chest, brows, nose, and yes— intimate areas.

Product Treatment Add-ons:

With men embracing wellness culture, there’s no reason to shy away from offering add-ons:

• A Mini Facial, massage, or manicure, during their main treatment.
• Retail like scrubs, moisturisers, aloe vera gel, and ingrown hair solutions.
• Bundles to introduce men to full-care rituals they can take away and educate them on effective home-care practices. 
• Gift vouchers for special occasions—because men want the experience too.

Incorporating male-focused solutions isn’t just smart it’s necessary. 

Lycon’s MANifico range is designed for thick, coarse hair, but pairs seamlessly with LycoJet clean-up waxes, massage oils, scrubs, and ingrown hair solutions—making it easy to offer tailored high-performance treatments.

The manscape is growing, and your salon should grow with it.

Want to expand your male treatment offerings? Book onto one of our Male Intimate Waxing Training Courses, that run throughout the year. It’s the perfect way to build confidence, boost your skills, and meet growing demand.