Traditional images of masculinity have long emphasized strength, resilience, and stoicism. Along the same lines, the world of personal grooming and self-care has been reserved for women, and women only.

However, times are changing and a new narrative has appeared — one that celebrates self-care among men and embraces the idea that taking care of yourself isn’t only acceptable, but essential. 

The rising trend of self-care for men is reshaping perceptions of masculinity and redefining what it means to be a Gent. We are full supporters of self-care for men here at The Gents Place, and we believe that all barbershop owners should be too. Here’s why.

Shifting Perceptions of Masculinity

Historically, grooming practices were often associated with vanity or weakness, and men were discouraged from openly caring for themselves. Today, the definition of masculinity is evolving, and a growing number of men are embracing self-care as a key part of their lives. 

This shift reflects a more nuanced understanding of the concept of masculinity as a whole — one that recognizes the importance of emotional well-being. It’s not about rejecting traditional values but about redefining them to include emotional vulnerability and self-acceptance.

One of those expectations is that men just “aren’t supposed to care” about what they look like. Take this idea and pivot toward the importance of taking care of yourself (which includes your skin and hair) when coming up with your barbershop’s marketing strategies.

Focusing on the why behind the growing trend of self-care for men — mentioning things like redefining masculinity — will show your current and future clients why they should also start caring for themselves. 

Breaking Taboos: Skincare, Haircare, and Beyond

Skincare and haircare routines for men are now the norm. Men have realized that a consistent regime not only enhances their appearance but can also boost their confidence and self-esteem.

The market has responded to this pivot in male grooming habits with a surge of goods designed specifically for men. From beard oils and facial cleansers to moisturizers and anti-aging serums, grooming products are now readily available.

This shift signifies more than just a change in consumer preferences — it’s a sign of society’s growing acceptance of men’s interest in taking care of their bodies and feeling good about themselves.

Beyond physical appearance, men have also started to take better care of their minds. Wellness practices like mindfulness, meditation, and relaxation techniques are becoming more popular too. Individuals who recognize the importance of alleviating stress and improving their mental health also recognize that well-being is about cultivating a healthy mind and spirit, too.

One key component of our 7-course hair service is the relaxation piece. It includes a scalp massage and hot towel treatment which is perfect for taking a moment to meditate on whatever you may have on your mind. The service is available at all of our franchise locations and sets us apart from other barbershops.

Embrace Male Self-Care in Your Barbershop

Adopting male self-care practices within your barbershop goes beyond providing excellent haircuts — it’s about creating an environment that encourages holistic well-being. Remember to always offer relaxation treatments, like our hand and foot repair, as well as tips on skincare, offering products they can take home to maintain the care they got in your chair that day.

By acknowledging the importance of self-care in your offerings, you empower your clients to take charge of their confidence and overall wellness. 

And, as men seek spaces where they can comfortably explore self-care (and be themselves), your barbershop can become a haven for both grooming and personal growth. 

Redefine masculinity in your own pocket of the world and remember: this movement isn’t about discarding masculinity. It’s about crafting a version of it that is authentic, compassionate, and in tune with yourself.

Photo by mostafa meraji on Unsplash