Let's Hear it for the Boys .

By Will Fennell

Looking back on my 30-year men’s grooming industry journey, it’s incredible to see how much the landscape has evolved. When I was in beauty school, the concept of men using tinted eye creams or advanced skin care products was virtually nonexistent. The men’s grooming industry was in its infancy, with limited advancements even in razors.

Today, men can openly and proudly care for their appearance without shame. This empowerment is a testament to our progress and should instil a sense of pride and confidence in a man’s grooming choices, reinforcing the positive evolution of the industry.

The grooming industry is thrilling and engaging, with many new products and treatments constantly targeting men. Research indicates that the next big focus for men in grooming is anti-ageing treatments and prescription home care, a far cry from the days when beard care and barbershops were the norms. This evolution is not just significant; it’s thrilling and should make you feel excited and engaged as a skin therapist, ready to embrace the future of men’s grooming and what that can do for our businesses.

For many men, getting a facial treatment is nothing new. My 30-year-old salon business has been built on providing facials for men. But if you’re new to the idea or want to introduce treatments for men, a great option is offering a HydraFacial. A HydraFacial is a medical-grade resurfacing treatment that cleans out pores and hydrates the skin using a pen-like device flushed with water, like the original Microdermabrasion treatment.

The benefits of a HydraFacial include cleansing clogged pores, making it an excellent choice for men’s skincare. Men love the idea of cleaning their skin. Add some LED light, and you have ticked off every man’s Star Wars fantasy.

The most important part of encouraging men to visit a clinic is offering specialised treatment. Not all men need to see “men” attached to a treatment name, but many will. If you want ideas for names, go for “AntiAge for Men” or a treatment called “The Big Clean for Men.” These two skin steps are what men love most.

It’s essential to educate the male client that professional treatments alone will not transform their skin. They will need to participate in a consistent skincare routine at home. Explain to them that it’s a lot like going to the gym. Only seeing your trainer once a month and not exercising the rest of the time will not give results. Skincare routines need to be consistent and effective.

Skincare for men should not be complicated, but it should be specific regarding anti-aging. I’m not referring to basic cleansers and moisturisers that have been around for years, nor am I talking about outdated versions of ingredients that don’t work effectively. Instead, prescribe products with peptides for the best anti-aging results. Men understand peptides, and many will use them pre- and post-gym. Explain that wrinkle-fighting peptides help build collagen as they do muscle. This will work a treat—I promise!

Men might need a little handholding regarding skincare and salon treatments, but I assure you that male clients are loyal and will not leave you for the next best thing they see on Instagram. This loyalty will testify to their trust in your expertise and the value they see in your services.

Will Fennell is an international trainer for BIODROGA biodroga.com.au willandpeta.com.au @biodroga.truebeauty