Listen to this article · 7 min listen

Grand View Research just projected the global beauty salon market will hit a wild $320 billion by 2029, and from what I see on the ground, a huge driver for that isn’t your traditional customer. It’s the explosive growth in men’s grooming. So, are you actually set up to capitalize on this demographic shift, or are you just letting a massive opportunity walk right past your door?

Key Takeaways

  • The men’s grooming market is on track for $135 billion by 2028, that’s the growth sector you can’t afford to ignore.
  • More than 60% of men 18-34 already use facial skincare products, a clear signal that they’re ready for professional services.
  • You can seriously boost your average ticket price by adding specialized services like beard grooming, pro hair removal, and facials designed for men.
  • Salons that get serious about marketing to men, creating an inclusive space, and training their staff on male-specific techniques are the ones who will capture this market.

Male Grooming Market to Hit $135 Billion by 2028

Statista’s report says the global male grooming market is going to reach $135 billion by 2028, which is a massive jump from about $80 billion in 2022. This is a colossal industry showing aggressive, sustained growth. For salon owners, that data point is a clear directive. Ignoring this trend means you’re just leaving cash on the table. We’re talking about men who have moved way past a simple shave and are now invested in their appearance, seeking out a whole range of services. A salon that once depended on women’s cuts and color can build a whole new revenue stream with specialized beard trims, pro body waxing, and even skincare treatments designed for men. You have to develop new, tailored experiences that meet their specific demands. Salons that understand this shift now are the ones that are going to be thriving in five years.

Over 60% of Men Aged 18-34 Use Facial Skincare Products Regularly

That old stereotype about men not caring about their skin is completely outdated. Mintel’s research shows that more than 60% of men between 18 and 34 are already using facial skincare products at home. These guys are already bought-in. They’re purchasing serums and moisturizers, so they’re primed for professional treatments. They’re looking for real solutions for acne, aging, and sun damage. A salon that’s only pushing women’s facials is missing the boat. Imagine offering specific treatments for razor burn, stubborn ingrown hairs, or a deep-cleansing facial built for a man’s skin. This is a natural progression of their existing grooming habits. My own work with salon owners proves it: when you introduce men’s skincare with clear benefits in a comfortable setting, the uptake is fast and the repeat business is solid. You just have to convince them your salon is the right place to get it.

Professional Hair Removal for Men Sees 25% Year-Over-Year Growth in Key Urban Markets

In big city markets like Atlanta, New York, and LA, the numbers coming out of major salon chains show men’s professional hair removal services have been growing at a rate of 25% year-over-year for two years straight. This trend now includes chest, shoulder, and full body hair removal. The old stigma around men getting waxed is fading fast, and what’s left is a desire for good hygiene, convenience, and just liking the look. It’s a high-margin service, but so many salons are slow to adopt it, usually because of poor marketing or a lack of staff training. The demand is undeniable. Men want smoother skin for sports, personal preference, or comfort. A salon that invests in good hard wax training and creates a discreet, professional experience for men will see a fantastic return. This service also has high client retention, I can tell you that once men feel the results of professional hair removal, they almost never go back to shaving.

The “Conventional Wisdom” About Men’s Grooming Is Outdated

I still hear salon owners cling to the idea that men only want a basic, cheap haircut. That perspective might have been true ten years ago, but today it’s a flawed and limiting belief that’s actively costing you money. The data clearly shows a huge shift toward a more complete grooming routine. The stereotype that men are too “masculine” for a facial or too “busy” for professional hair removal directly contradicts what they’re actually spending money on. I’ve had so many owners tell me “my male clients won’t pay for that,” but my experience shows this isn’t true for the modern guy. They will absolutely invest in services that give them real results and a confidence boost. The reluctance lies with the salon’s offering, not the client’s demand. If your menu is limited, you’ll get limited interest. The real barrier is often just salon inertia.

55% of Men Report Feeling More Confident After Professional Grooming Services

A late 2025 survey from Men’s Health Magazine found that 55% of men said they felt significantly more confident right after a professional grooming service, whether it was a haircut, shave, or skincare. It’s about looking and feeling good. That confidence is a huge driver for repeat business and higher spending. When a guy leaves your salon feeling sharp, put-together, and more self-assured, he’s investing in his self-perception, not just paying for a service. Your marketing should focus on these emotional benefits. Frame a facial as a confidence booster. Position a professional shave as a moment of pure relaxation and self-care. This psychological component is what builds real loyalty and lets you charge premium prices for these specialized services. Ignoring this emotional hook means you’re missing what actually motivates these customers.

Bringing male clients into your beauty salon is a strategic imperative for growth. It’s time to develop a clear strategy, invest in the right training, and start actively marketing to this huge demographic to lock in a stronger future for your business.

What specific services should salons offer to attract male clients?

Focus on services designed for them: specialized beard grooming and shaping, professional hair removal (back, chest, shoulders), men’s facials that target issues like oiliness or razor burn, and even clean, practical manicures and pedicures.

How can salons effectively market to male clients without alienating existing female clientele?

Create marketing that speaks directly to men, using images and language that connect with them. Add a “men’s grooming” section to your website, feature male models in your ads, and think about designing a separate, comfortable waiting area or treatment room.

What training is necessary for salon staff to cater to male grooming needs?

Your team needs training in male-specific hair cutting, beard grooming techniques, the correct application of hard wax for coarser hair, and skincare protocols for men’s skin types, especially for dealing with common problems like ingrown hairs.

Are men willing to pay premium prices for grooming services?

Yes, absolutely. Men are more than willing to pay premium prices for high-quality professional services that give them visible results and a confidence boost, especially for treatments they can’t easily do themselves at home.

What are the biggest misconceptions salon owners have about the male grooming market?

The most common, costly mistakes are assuming men aren’t interested in advanced skincare or body treatments, thinking they’re too price-sensitive for anything but a basic cut, and believing they’ll be uncomfortable in a salon. All of these assumptions are completely disproven by current market trends.