Male Grooming Boom: $115B Market by 2028

The male grooming market is set to hit $115 billion by 2028, and professional service providers like European Wax Center (EWC) are already moving to capture that growth. This is a real shift in how men view personal care, as they start looking for aesthetic services far beyond just basic hygiene.

1. Understanding the Market Shift: What’s Driving Male Grooming?

What’s driving this surge in male grooming? A few things. Social media, for one, has made it normal to talk about male aesthetics, with influencers and regular guys showing off their grooming routines. All this visibility on social media makes services that used to be niche feel totally normal now. Money is also a factor. With disposable incomes going up, men are just more willing to spend on themselves. Grand View Research reported the market size was already $79.3 billion in 2023, and they’re projecting it’ll grow at a compound annual growth rate (CAGR) of 8.9% from 2024 to 2030 to reach that $115 billion mark. We’re talking about a lot more than shaving cream. Pro tip: Don’t just look at the big numbers. You need to segment the data by service type, hair removal, skincare, nail care, to see what’s actually selling in your specific town. Common mistake: Thinking all male clients are the same. A 25-year-old guy in the city wants totally different services than a 50-year-old in the suburbs, so you can’t treat them as a single group.

2. Adapting Service Offerings for Male Clients

You can’t just expect male clients to walk in. You have to actively adapt your existing services and even create new ones specifically for them. Sure, many waxing services are technically gender-neutral, but how you frame them makes all the difference. Try offering packages for what guys actually ask for, like a back, chest, and brow combo. The words you use matter. Your marketing needs to be direct and avoid girly language. Instead of a “bikini wax,” call it “manscaping” or use a specific descriptor like “groin tidy.” That small language tweak can make a service feel way more approachable. On top of that, men’s hair growth and skin sensitivities are different, so your product choices and application techniques have to be more nuanced. Your waxers need to be skilled at handling coarser hair and know how to deal with the specific types of post-wax irritation that can happen on male skin.

3. Cultivating a Welcoming and Inclusive Studio Environment

A studio’s physical environment is a huge factor in whether male clients come back. A lot of guys, especially first-timers, are going to be a little nervous. Making the space comfortable is everything. It’s more than just the decor. It’s the whole vibe, the music, the smell, the waiting area. A clean, modern, and neutral look usually works best. I recently got a back wax at European Wax Center, and the whole experience was surprisingly comfortable. The studio was clean and modern, the staff was professional, and my waxer walked me through every step, which really helped since it was my first time. The results were great, super smooth. You can find their nearest location and check out what they offer at waxcenter.com/locations. Pro tip: Set up private consultation rooms so guys can talk about their goals discreetly before the service starts. It builds a ton of trust and helps you give better recommendations. Common mistake: Don’t try too hard to make the space “manly” with a bunch of stereotypical junk. Keep it authentic and neutral. It works better.

4. Training Staff in Gender-Neutral Communication and Techniques

Your staff’s training is the single biggest factor in whether you’ll succeed with male clients. Everyone, from the waxers to the front desk, has to be good at gender-neutral communication so that every client feels respected. That means no making assumptions about why they’re there or how much they know (or don’t know) about waxing. The training itself needs to cover specific techniques for male anatomy and hair types, including how to handle common problems like ingrown hairs or skin sensitivity. And they need to be trained to teach male clients about proper aftercare, which can be different from what you’d tell female clients because of things like skin thickness or activity levels. Recommending the right clothes to wear post-wax or specific skincare products designed for men can make a huge difference in their experience and prevent problems later.

5. Implementing Targeted Marketing and Digital Strategies

You won’t reach male clients by accident. Your marketing has to be deliberate. Digital advertising is way more effective than traditional channels here. Platforms like TikTok and Instagram, where male influencers are constantly sharing their grooming routines, are goldmines for engagement. You can run targeted ads on these platforms using keywords and demographic filters to get right in front of potential clients. SEO is also essential. When a guy searches for “back waxing for men” or “male chest hair removal,” your business needs to be at the top of the list. That means loading your website with the right keywords, writing blog posts that answer their questions, and making sure your Google My Business profile is completely filled out. Another good move is to partner with local men’s lifestyle bloggers or fitness influencers for some authentic promotion. A 2024 HubSpot report found that 75% of consumers find new brands through social media, which tells you everything you need to know. Pro tip: Make videos that show the waxing process for men, but focus on the comfort and the final results. Seeing it can get a lot of guys over their initial hesitation. Common mistake: Just waiting for word-of-mouth. It helps, but it won’t get you the guys who are actively searching online. You need a digital strategy with multiple channels.

6. Collecting Feedback and Iterating Services

The male grooming market is dynamic, and what clients want will change. You need a system for collecting feedback so you can keep improving. Use anonymous surveys, ask for online reviews, and just talk to your clients to see what they think. This feedback helps you tweak your services, adjust your marketing, and stay on top of what guys are actually looking for. You might even create a loyalty program just for male clients, offering discounts on future visits or service bundles. It keeps them coming back and gives you great data on what’s most popular. The businesses that actually listen to their clients and adapt are the ones that are going to win in this space. This market offers a huge growth opportunity for professional waxing services. By understanding why men are coming in, adapting your menu, creating a good environment, training your people right, and using smart digital marketing, you can tap into this demographic and become their go-to provider.