By Editorial TeamGrand View Research just put a number on the male grooming market: it’s set to hit about $115 billion by 2028, growing at over 8% CAGR since 2023. For any beauty salon that’s been ignoring men, that’s a massive demographic to leave on the table. The real question for salon owners has moved past ‘if’ we should get into male grooming and is now firmly focused on ‘how’ to actually get these guys in the door. If you’re not planning for this, you’re missing out on a huge source of new revenue.
Key Takeaways
- The male grooming market is on track for $115 billion by 2028. That’s a huge pool of money salons can tap into.
- You can expect a 20-30% jump in average client spend in the first year just by adding specialized men’s services.
- Salons that get this right see a real increase in foot traffic, often around 15-25%.
- Getting men in the door requires a specific marketing plan and a service menu built just for them. It’s the only way to get traction and keep it.
Data Point 1: Over 70% of Men Aged 18-45 Actively Seek Professional Grooming Services Beyond Haircuts
That Statista survey from late 2025 showing over 70% of men aged 18-45 want professional grooming beyond a simple haircut tells you everything. The demand for beard styling, facials, manicures, and even waxing is already there, it isn’t some future trend you have to guess at. It’s happening right now. Any salon that’s not offering these services is just watching potential clients walk by. This isn’t a niche anymore. It’s mainstream.
This stat is your green light for boosting beauty salon revenue. If your appointment book is filled almost entirely with women, you’re operating with a huge blind spot, ignoring a whole group of people who are actively looking to pay for services. The old idea that men are happy with a ten-minute barbershop trim is completely out of touch with how guys today think about their appearance and well-being, as they’ve realized that good grooming involves more than just their hair.
Data Point 2: Male Clients Spend an Average of 25% More Per Visit When Offered a Dedicated Grooming Menu
When men see a dedicated grooming menu, they spend about 25% more per visit, according to Kline & Company’s 2024 research. This is about building an experience. A guy who walks into a very feminine salon might feel like he doesn’t belong, even if you technically offer the services he wants. But if you have a clear section or a separate room for “gentlemen’s treatments,” it completely changes his comfort level and his willingness to spend.
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Find a Studio Near You →This is where the real money in male grooming services comes from. You can’t just list “men’s cut” on the menu and expect results. The environment and how you present the services are what actually sell them. Your marketing, your space, and your staff’s training all need to show you get what male clients are looking for. Something as simple as renaming a service to a “sports manicure” or using products made for male skin convinces them that you’re serious, which directly translates to them buying more.
Data Point 3: Customer Retention Rates for Male Grooming Clients Exceed 80% After Three Visits
An 80% retention rate after just three visits is almost unheard of in this business, yet that’s what the Professional Beauty Association’s 2025 study found for male clients. Once a guy finds a place and a person he trusts, he’s incredibly loyal. This is how you build a reliable, recurring client base instead of just chasing one-off appointments. My own experience confirms this: men want efficiency and results they can count on, and if your salon provides that, they will book again and again.
This loyalty is a huge plus when you’re looking at market opportunities. The effort to get a male client in the door the first time pays off massively in repeat business down the line. You have to nail that first experience, deliver consistent quality every time, and maybe even set up a simple loyalty program. Getting a client on a regular schedule for his beard trim or a monthly facial creates the kind of predictable, steady income that keeps a salon healthy.
Data Point 4: Digital Engagement for Male Grooming Content Grew by 40% in the Last 12 Months
Online interest in men’s grooming is exploding, Sprout Social’s analysis in early 2026 showed a 40% jump in engagement with tutorials and reviews over the last year alone. This isn’t just guys buying beard oil. They are actively online, doing their homework, and looking for advice, solutions, and (most importantly for you) a professional they can trust to do the work.
That digital chatter is your direct line to new male clients. A good digital marketing strategy isn’t a nice-to-have anymore. You need to be running targeted ads, making content for Instagram and TikTok that actually helps them, and making sure your website has a clear, easy-to-find section for your men’s services. Why not run a campaign focused on a common problem like “how to fix ingrown hairs” or “the right way to care for a beard”? These guys are already looking for answers online. Your salon should be the one providing them.
Challenging the Conventional Wisdom: Men Don’t Care About “Luxury”
There’s this old, tired idea that men just want speed and don’t care about a “luxury” experience in grooming, and a lot of salon owners still operate on that assumption. I think that’s completely wrong. Yes, guys value efficiency, but the data we just saw on how much more they spend when given a dedicated menu proves they aren’t immune to a premium experience. They want to feel comfortable and know they’re getting quality service from someone who knows what they’re doing.
For men, “luxury” just looks different. It’s not frilly decor. It’s about getting great results from high-end products, being treated by a technician who actually understands men’s skin and hair, and having a discreet, relaxing space to be in. Offering a complimentary beer, having a separate waiting area, or creating a more masculine aesthetic are the kinds of things that create a premium feel that men will absolutely pay extra for. The trick is to think about luxury as elevated comfort and expertise, not as something feminine. The salons that figure this out and invest in a quality experience for their male clientele are the ones that will build a much more profitable business than the ones stuck in the old “in-and-out” mindset.
All the data points in one direction: the male grooming market is where the next wave of growth is for beauty salons. If you get a handle on what guys are looking for, create services specifically for them, and ditch the old assumptions about what they want, you can build an extremely loyal and profitable new client base that will give you a serious edge over your competition.
What specific male grooming services are most in demand?
The big ones are professional beard trims and shaping, hot towel shaves, facials for men, brow shaping (a light clean-up), and waxing for the back or chest. You’ll also find a lot of guys are interested in manicures and pedicures that are all about hygiene and neatness, no polish necessary.
How can a salon best attract male clients without alienating existing female clientele?
The best way is to create a dedicated space, a separate section or even a private room with a more neutral or masculine feel. Then, you market those services directly to men using targeted ads that speak their language. Make sure your staff is trained on the specific techniques for men’s grooming so the experience feels authentic and not like an afterthought.
What kind of marketing strategies work best for male grooming services?
Go digital. Men are on Instagram and TikTok looking for this stuff. Create content that shows before-and-afters, gives real tips on skin or hair care, and demonstrates your expertise. Another good angle is to partner with local businesses that already have male customers, like a high-end men’s clothing store or a popular gym.
Should salons use different product lines for male grooming services?
Absolutely, yes. Using products designed for men’s skin and hair makes a huge difference. Male skin is often oilier, their hair can be a different texture, and they definitely have different preferences for scents. Stocking a professional men’s line shows you’re serious about providing a specialized, high-quality service.
What is the expected return on investment for adding male grooming services?
Your initial costs will vary, but most salons start seeing a positive return within 12 to 18 months. That return is fueled by men spending more per visit and coming back reliably. The real value is long-term: building that base of loyal male clients who generate steady, predictable income for years.
