‘They walk out feeling masculine, not emasculated’: why the men’s grooming lounge is on the rise

By Jo Allen | Published: 27-Apr-2022

As man-icures, brotox and other men’s treatments become more popular, a new breed of barbershop is taking off

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This article was originally published in the April issue of Cosmetics Business Trend Report

With demand rising for treatments that go beyond hair cuts and shaves, an emerging trend is seeing experiential men’s grooming lounges opening up – spaces in which men feel comfortable and can receive treatments and care services beyond the basics.

Instead of taking a men’s spa positioning, this trend is building on the barbershop boom and taking it into a new wellness phase. This week's insight in April's men's care trend series explores why the timing is right.

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