Men’s interest grows in online beauty booking services


New Treatwell stats show Brazilian blowdries for men are up 200% year-on-year

According to Treatwell, formerly Wahanda, men are now more interested in booking their grooming treatments and services through its website than ever before.

The company conducted some research into its customers who are able to book appointments for services ranging from haircuts to pedicures to massages with leading salons around the UK, through the website.

The results showed that men are more frequently using the site to fulfil their grooming needs. In particular, Brazilian blowdries for men are up 200% year-on-year, while male waxing is up 85%. Meanwhile, one in four men now book intimate waxing appointments, while a third of men book anti-ageing facials.

And it’s not just one off appointments that men are looking for; they appear to be investing in general upkeep. The results showed 25% of men are now booking regular manicure appointments. Haircuts remain the most booked service, with year-on-year growth of 250%.

Sign up for your free email newsletter

Lopo Champalimaud, Founder of Treatwell, said: “Unlike women, men don’t regard their treatments as pampering treats – for us it’s more of a maintenance thing. And there isn’t the stigma attached to looking after ourselves that there once was. In fact we’re expected to look groomed.”