Some industry writers have started calling it the “manissance”, which is a slightly unfortunate word for a genuinely interesting shift: men’s beauty and grooming spending has been growing faster than women’s for the first time in years. Trade publication Cosmetics Business reports that men’s beauty spending rose by 9.9 per cent in a recent year, comfortably outpacing the 5.8 per cent growth seen in women’s spending over the same period, with younger men driving much of the increase.
If you’ve noticed more men in your life talking about skincare, or quietly booking a facial for the first time, this is why. Here’s what’s actually behind it, and what’s genuinely worth booking rather than just buying.
Why Now
A big part of this is generational. Younger men have grown up alongside skincare content, male influencers openly discussing routines, and a broader cultural shift away from the idea that grooming beyond a haircut and a shave is somehow not masculine. LDN Fashion’s grooming coverage describes 2026 as a year of authenticity and elevated self-care for men, with a sharper focus on hair health, skin and a genuinely holistic approach rather than the bare minimum.
The UK market reflects this clearly. Industry analysis puts the UK men’s grooming market on track to pass £1 billion, driven by consumers moving well beyond basic shaving and haircare into proper skincare routines, serums and treatments that were, until fairly recently, marketed almost exclusively at women.
What’s Actually Worth Booking
Not every product or treatment being marketed at men right now is worth the hype, and plenty of it is simply the same formula as the women’s version with different packaging and a higher price tag. A few things genuinely do earn their place, though:
- A proper skincare consultation, since men’s skin tends to be thicker and oilier than women’s on average, and generic advice often misses that entirely
- Facials, which remain one of the most requested “new” treatments among male clients, precisely because most men have simply never had one, not because their skin needs it any less than anyone else’s
- Head and scalp massage, a genuinely underused stress-relief option that tends to fly under the radar for men specifically
- Eyebrow tidying, low-key and increasingly normalised, without needing to look “done”
- Proper hair and scalp care, especially where thinning is a concern, since early attention tends to get better results than waiting
Skin, Not Just Hair
Our men’s beauty treatments cover exactly this ground, built around what men’s skin and grooming routines actually need rather than a rebadged version of a women’s treatment menu. If you’ve never had a facial and aren’t sure what to expect, that’s a completely normal starting point, and one of the most common conversations we have at the desk.
It’s also worth pairing skin with hair. Our men’s hair and barber services are built for exactly that combined visit, a proper cut alongside a bit of skin and grooming attention, rather than treating the two as entirely separate errands on entirely separate days.
On Hair Thinning Specifically
This is one area where a lot of men wait far longer than they should before asking for help, usually out of a mix of embarrassment and assuming nothing can really be done. Neither is a great reason to put it off. We’ve written previously about what’s actually working for thinning hair, and the same principle applies here: earlier conversations tend to give you more options, not fewer, and there’s genuinely no need to have it all figured out before you book a consultation.
A Word on Not Overcomplicating It
It’s worth saying plainly: you don’t need a twelve-step routine to take grooming seriously. A decent cleanser, sun protection, a proper haircut on a regular schedule and the occasional facial or scalp treatment will do considerably more than an overloaded bathroom shelf of products bought because a video told you to. The market’s growing fast, and inevitably a good chunk of that growth is marketing rather than substance. Stick to what actually does something, and the rest is optional.
Book a Consultation
Whether it’s your first facial, a scalp check, or just a proper haircut with someone who’ll actually ask what you want, our team in Widnes is happy to talk it through with no assumptions made either way. Call us on 0151 420 5656, book online, or visit us at 190 Lunts Heath Road, Widnes, Cheshire, WA8 5AZ.
