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Straight, gay, bisexual—it doesn’t matter. Everyone wants to look good and that usually involves a little bit of self-care. While straight cis men haven’t been the poster people for skincare in the past, lately everyone is getting in on the action. And they’re not afraid to admit it. The men’s grooming trends of 2024 are all about guys taking care of themselves and without the shame of the past. Finally.
We tapped the experts to give us the scoop on what grooming trends they’re loving going into the new year. We were surprised to learn about the facials and concealer and even Botox their clients are doing to look almost as good as their female counterparts. That doesn’t mean he’s going to be spending hours in front of the mirror in the morning. But instead focusing on a natural look that’s just a bit cleaner and more put together.
Keep reading to learn more and inspire your 2024 look.
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Skincare
Like the biggest men’s hair trends of 2024, grooming trends are focusing on a low-key and natural routine. But guys are still leaning into skincare. “I think we’re going to see a return to minimalism within the grooming category in 2024,” says Taylor Hooker, Marketing Manager and Grooming Expert at Jack Black . “During the pandemic our guy did a lot of learning about new skincare products, ingredients, and expanded his routine. As life is continuing to normalize, he’s realizing a 12 step skincare routine just isn’t sustainable long term. He wants multi-functional products that work smarter, not harder.”
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Facials
Jaime Castañeda, owner of Jaimeecutz Barber Studio in Sola Salons, is seeing more and more men ask for in-salon services that go beyond hair. “We are seeing an influx of men returning to the tradition of facial services, not just a beard lineup, mustache trim, or razor shave, I mean true skin care,” he says. “I have started offering black charcoal mask services, facial scrub services, and even adding an almond facial cleanse after a hot towel.”
“I feel as though men in the traditional barbershops have realized that skincare is universal,” he continues. “It’s not a feminine thing or gender exclusive, it’s for everyone. Men are taking more pride in their appearance than I’ve ever seen from a skin approach, even with the addition of waxing services. These guys are on it and it’s awesome to see different levels of self-care for our clients, me being one of them.”
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Makeup
Makeup artist Jillian Dempsey knows a thing or two about men’s grooming trends. She happens to have a handsome man at home to test them out on. (See her TikToks with McDreamy himself Patrick Dempsey.) Aside from just being couple goals, the duo uses Jillian’s haircare and makeup brand. She sees more men than ever reaching for the pomade for a polished ‘do or even a little makeup to cover any imperfections.
“Grooming trends for men will be about taking care of skin and finding the right tools to use like my Gold Vibrating Bar to help sculpt and release any puffiness on the face,” she says. “Concealers are in too as long as they don’t have a sparkly iridescence and look more like the skin. My Spot Stick Concealer is a great matte option that offers just the right amount of coverage when tapped onto the skin.”
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Botox
“Men are spending more money than ever on grooming,” says J-Travis Walters, National Corporate Education Manager for Schwarzkopf Professional. “With more information at your fingertips, men can learn how to better care for their skin to feel and look better both for themselves and to not need filters as much online.”
He sees guys looking for simple routines but with better products than they might have had before and that includes a trip to the dermatologist. “Also, more men are looking into spa services like monthly facials and using new gadgets that can be purchased for home use like facial rollers or facial lights for better improved skin and there has been an increase in men willing to try Botox and fillers to look and feel their best.” To wit, in 2022, Joe Jonas partnered with Xeomin, an injectable and Botox alternative. We’ll see more and more men admitting to treatments without shame.
