By Editorial TeamA recent survey just put a number on what many of us in the industry have seen firsthand: 68% of men aged 25-44 now include some form of body hair removal in their regular grooming. This isn’t just a minor tweak to their habits, it shows that the definition of men’s grooming has expanded to include a total-body approach to personal image, way beyond the traditional haircut and shave. So what’s really driving this change?
Key Takeaways
- The men’s grooming market is set to explode, with projections showing it will hit $115 billion globally by 2028 as consumer spending ramps up.
- Over the last three years, demand for professional men’s hair removal services like full-body waxing has shot up by 45%, driven by men seeking a cleaner look and better hygiene.
- Social media is a huge influence, with 72% of men under 35 saying they get grooming ideas from platforms like TikTok and Instagram, which have made these practices seem normal.
- Despite all the buzz, there’s a big opportunity for growth, as only 30% of men have actually tried professional full-body hair removal services.
- Ideas about masculinity are changing, with a 2025 Pew Research Center study finding that 60% of men now believe managing their grooming and body hair makes them feel more confident and professional.
The Staggering Growth: Men’s Grooming Market Reaching $115 Billion by 2028
If you want proof that men’s grooming has changed for good, just look at the money. A report from Grand View Research projects the market will balloon to an incredible $115 billion by 2028, growing at a rate of 8.5% every year from 2021 to 2028. That figure covers a lot more than beard oils and aftershaves. We’re talking advanced skincare, specialized body hair removal products, and the professional services that go with them. Men are making serious financial investments in their appearance and well-being, which tells me this is a fundamental recalibration of how they approach personal care. It’s an acceptance of practices that used to be seen as niche or just for women. From where I stand, this isn’t a passing fad but a deep change in what’s considered normal for male self-care, and the brands that will win are the ones that get this and create products specifically for this new consumer.
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Find a Studio Near You →45% Surge in Demand for Professional Body Hair Removal Services
The numbers from Statista are telling: demand for professional men’s body hair removal has jumped 45% in just three years. We’re talking about men booking appointments for services like full-body waxing, laser hair removal, and sugaring, not just using a trimmer at home. Two big things are happening here. Guys want better, longer-lasting results than they can get themselves, and the old stigma about going to a salon for a body treatment is fading fast. In my own practice, I see a ton of younger clients who aren’t hung up on old-school ideas of masculinity. They just want to feel good and look sharp, and they’re more than happy to get regular professional waxing to achieve it. This demand is also driven by a growing understanding of the practical side of it all, better hygiene and comfort, especially for athletes or anyone living where it’s hot, where less body hair has real benefits.
Social Media’s Normalizing Effect: 72% of Men Under 35 Inspired by Online Content
You can’t ignore the massive effect of Instagram and TikTok in making all kinds of male grooming normal. A 2025 study from the American Academy of Dermatology confirms this, showing that a huge 72% of men under 35 get their grooming inspiration from what they see online. Influencers, athletes, and regular guys are all sharing their routines, including body hair removal, which makes something like full-body waxing seem totally achievable and desirable. While celebrity ads still have some pull, the authentic-looking content from peers on social media is incredibly powerful. My opinion is that this works so well because it goes around the old, traditional gatekeepers of what men are “supposed” to do. When men see other regular guys embracing these grooming habits, it lowers the social barrier to trying it themselves, creating a much wider range of acceptable looks than we had even ten years ago.
The Untapped Market: Only 30% of Men Have Tried Full-Body Hair Removal Services
For all this growth and hype, a NielsenIQ report offers a reality check: only 30% of men have actually tried professional full-body hair removal services. That number is wild because it shows a huge gap between curiosity and commitment, confirming that a lot of guys are interested but haven’t taken the plunge yet. This points to a massive untapped market. So, what’s stopping the other 70%? In my experience, it boils down to some common hurdles: they don’t know what the process is really like, they worry about the pain, or they just don’t know how to find a trustworthy provider. This is a huge opening for service providers who are willing to educate. If you can answer those questions and demystify the experience, you can turn all that passive interest into paying clients. There’s a big slice of the market just waiting for someone to make them feel comfortable enough to book an appointment.
Evolving Masculinity: 60% Believe Grooming Enhances Confidence
Underpinning all of this is a shift in how men think about masculinity itself. A 2025 study from the Pew Research Center found that 60% of men feel that personal grooming, body hair included, directly boosts their confidence and professional presence. This thinking frames grooming as a practical tool for self-improvement. It’s about taking control of your self-presentation because your personal brand carries more weight than ever before. When a guy feels well-groomed, he feels more ready for anything, a big meeting at work, a social event, whatever. I see this all the time with my clients after a full-body waxing session. They carry themselves differently, with more confidence, projecting an image of someone who has it together. This pushes the whole topic past simple aesthetics and into psychological well-being. Today’s man gets that paying attention to details like body hair helps build a polished image that pays off in his personal and professional life. The bottom line is that the growth in men’s grooming is a deep cultural shift tied to changing ideas of masculinity and self-care. It’s worth exploring how these services might fit into your own goals for your image and confidence.
What does “full-body grooming” encompass for men?
For men, “full-body grooming” means taking care of everything, not just the face. It’s a total package: skincare, haircare (on your head and body), nail care, and definitely body hair management. This can be waxing, trimming, or laser treatments for places like the back, chest, arms, legs, and even intimate areas.
Why are more men opting for professional body hair removal services?
More guys are going to pros for hair removal because they want better results. Professionals give you smoother skin that lasts longer, and the experience is usually more comfortable than doing it yourself. Plus, it’s tied to hygiene, looking good, and even helping with athletic performance by defining muscle and reducing friction.
Is full-body waxing suitable for all skin types?
Most skin types can handle professional waxing just fine. But if you have very sensitive skin, a condition like eczema, or you’re on certain medications like retinoids, you need to be careful. Your best bet is to talk to a dermatologist or have your esthetician do a small patch test first to see how your skin reacts.
How often do men typically get full-body waxing?
It really depends on how fast your hair grows. But on average, most guys who get waxed come in every 3 to 6 weeks. Sticking to a regular schedule like that keeps the skin smooth and can even make the hair grow back finer over time. Consistency is definitely your friend here.
What are the benefits of integrating body hair management into a regular grooming routine?
Making body hair management, especially professional removal, a regular thing has some real payoffs. Your skin feels better, it can cut down on body odor since hair traps sweat, and it gives you a much more polished look. A lot of guys find it’s a major confidence booster that helps them feel better about themselves in general.
