Male grooming

WORDS SAM WEBB

More men are grooming and wearing make-up – so how can salons and barbershops get an edge?

Hollywood heart-throb Channing Tatum, K-Pop superstars BTS and even former US president Donald Trump are among the millions of men who now use make-up.

Th e male make-up and grooming sector has exploded in the last few years – in the UK alone its market value increased by nearly £100m between 2015 and 2017. Chanel, Tom Ford and Marc Jacobs have all unveiled beauty collections for the male client, and the trend is showing no signs of slowing down as more and more infl uencers and celebrities reach for the concealer.

From Monuskin’s facial scrub to Osmo’s grooming tonic, there are a range of hair and beauty grooming products that salon and barbershop owners can use on, and sell to clients.

So what other opportunities does this phenomenon present to salons and barbershops?

MARK 175%

DID YOU KNOW? Between 2019 and 2020, searches for ‘men skincare’ rose 175% and ‘make-

up for men’ rose 86%

OF A MAN DANNY GRAY

Founder of War Paint, a British make-up brand for men

Our brand is growing fast: our sales quadrupled during lockdown. When I started up, hardly anyone DANNY’S TOP TIPS was talking about men’s make-up, Keep it simple. We but once people talk about it, recommend concealer it becomes the norm. Look at pen and tinting skincare – 20 years ago, men moisturisers as upsells. barely used moisturiser. These are basic products If you’re a forward-thinking barber that are easy to apply with good clients, you need to be Don’t forget older off ering them something exciting and clients – 32% of our new, and showcase products clients clients are over 50 are going to love. You can easily demo Or women. A total make-up because you can instantly of 35% of War Paint see how it works, whereas skincare products are bought and other products can sometimes by women for their take months to show results. other halves. CHRIS O’SULLIVAN

Director of Grizzly’s Male Hair Salon in Horsham, West Sussex, which specialises in contemporary grooming for men

Men are more conscious of their appearance now and you can see men’s make-up is going to become more popular. We always try to gauge our clients and see what they want, and have added eyebrow and nose waxing services since we opened three years ago. It just needs a big infl uencer to say ‘I use this’ – someone like Cristiano Ronaldo or Tom Hardy – and make-up for men will take off . We will put it out there if it’s something clients want and we can make money from it. It is at its early stages, but just a few years ago men weren’t moisturising or conditioning their hair. We like to be ahead of the pack.

CHRIS’S TOP TIP

£500M

DID YOU KNOW? The UK male grooming market

was worth an estimated

£500m in 2019 – £2.2m more than the previous year NNY’S

TIPS

t sim

en Training is key. It’s pointless just holding stock without training staff in its use, especially if it’s a subject men need advice on. Men are going to want it to look ridiculously natural and there is no point stocking something without having the knowledge.

JANENE HAWKINS

Owner of Heavenly Hair Styling in Saxmundham, Suffolk

Men are appreciating who they are and what they need. Our clients are showing interest in manicures, pedicures, eyebrows, exfoliation and facials, and we encourage them to look after their skin. Eyebrow grooming is a simple service to get on board with, particularly as part of an upsell. Make-up is next.

It’s important to build these services into what we do for every client. Once they see someone else use it, they will follow. It takes the stigma away.

Make-up may be what they need to feel good. It changes a person, it improves their confi dence. It has a positive eff ect on men’s mental health.

We sell a lot of moisturisers, skin balms and facial cleansers. We do it as an introduction service. When they are at the basin we might ask if they want a cleansing facial and that encourages them to try balm.

JANENE’S TOP TIP

Think ethical. We try to be sustainable and source British. People are buying into ethical and sustainable products. They are more knowledgeable about it than they have ever been.

SHIMOL KANUGA

Director and beauty therapist at Guys and Dolls and Bangs, both in East London

With lockdown now eased, social occasions will gradually increase and the demand for male grooming products will be reignited.

Men have always been interested in their appearance, but this has been intensifi ed by social media. It has become important for men to ‘invest’ in themselves in an image-conscious society.

Men are embracing the salon and spa experience. Th e ‘in and out’ mentality of a barbershop is becoming a thing of the past.

Salons dedicated solely to male grooming services and products are a relatively new development in the UK, and potential clients may be unaware of what is on off er.

SHIMOL’S TOP TIPS

Carry out a local

survey to tell people about the range of services you might off er and fi nd out what clients would like your business to provide

Create promotions

that encourage existing clients to bring the men in their lives into your salon

Stock professional

male or unisex grooming products to help with client retention.

STEPHEN HANDISIDES

Male grooming expert

STEPHEN’S TOP TIP

Th e pandemic has changed the face of the beauty sector. Men have had more time to think about their appearance and have invested more heavily in themselves. Th ere is nothing like going to the barber for a wet shave, and I have seen a rapid growth in barbers and men’s salons opening. Barbers must be careful not to miss out on the revenue from men who want to invest in themselves. Meanwhile, Experiment with your salons that have men as marketing. Salons clients always tell me they need to use diff erent spend a lot of money, take language and images advice from professionals, when they communicate and are extremely loyal. with their male clients Who doesn’t want good using email campaigns retention like this in and on their websites. their business?