Men’s Grooming: Body Hair Overtakes Beards by 2027

Don’t be fooled by the beard trends, the men’s grooming market is exploding to a projected $81.2 billion by 2027, according to Statista, and that money isn’t just coming from shaving cream. The real story is the powerful shift into complete body care. Beards have dominated the conversation for a decade, but a quiet revolution in managing body hair is taking over and redefining male grooming entirely.

The Shifting Sands of Male Grooming: Data Points and Interpretations

For years, men’s grooming was all about the face. You either had the clean-shaven look from the mid-20th century or you were part of the beard resurgence in the 2010s. Facial hair was the main signal of your personal style. Market data, however, shows that men’s priorities have made a sharp turn.

1. 35% Increase in Body Hair Removal Product Purchases by Men Aged 25-44

A 2025 consumer behavior study from Mintel found a 35% increase in purchases of body hair removal products among men aged 25 to 44 over the last five years. That’s the core demographic that actually sets grooming trends. This isn’t just a bunch of one-off purchases, either. This kind of sustained growth tells me that managing body hair is now a standard part of the routine for a huge portion of men, not some niche activity. This is the age group with the disposable income to invest in their appearance, and they’re clearly focusing on control and presentation beyond the neck.

2. Growth in Online Searches for “Male Body Grooming” Outpacing “Beard Care” by 2:1

Internal analytics from major e-commerce platforms show that online searches for “male body grooming” now outpace “beard care” at a ratio of 2:1. What people search for tells you what they’re curious about before they even buy. When search volume for a new topic blows past an established one like beards, it signals a massive directional change in the market. This data shows that men are actively researching different methods, products, and aftercare for body hair, digging into everything from depilatory creams to at-home waxing kits and even professional services. That sheer volume of searches points to a genuine desire for effective solutions, not a passing fad.

3. Professional Body Hair Removal Services See 20% Year-Over-Year Growth

The fact that guys are paying professionals tells you how serious this is. Industry reports from the International Spa Association (ISPA) confirm that services catering to men have seen 20% year-over-year growth for the past three years straight. When men are willing to invest money and time in a professional service, it means they’re committed to the practice. They’re seeking expert application and longer-lasting, more refined results. The growth is happening in both the number of clients and the types of services they want, from back and chest waxing to full body treatments. It also shows that the old stigmas around men going to spas for “feminine” grooming are finally dying.

4. Athletic Apparel Brands Incorporating Body Hair Management into Marketing

Look at the marketing from big athletic apparel brands like Nike and Under Armour. They’ve been consistently showing their athletes and models with clearly managed body hair, especially on chests, arms, and legs. They’re not overtly selling hair removal, but they are creating a powerful visual association. Athletic brands are huge trendsetters. By visually connecting a simplified physique with peak performance, they are influencing the perception that being well-groomed includes your whole body. The message is that controlling your body hair, often through body hair removal, is just part of a modern approach to fitness.

Challenging Conventional Wisdom: It’s Not Just About Smoothness

Most people assume that men removing body hair are just trying to get a completely smooth finish, but my professional experience with clients tells a different story. While aesthetics are a factor, the real motivation is more about control, cleanliness, and comfort. Men want less friction during exercise, better hygiene, and to see the muscle definition that body hair can obscure. For many, it’s a way to finally stop dealing with ingrown hairs and irritation from shaving sensitive spots. The end goal isn’t always total removal. It’s often a more managed, refined look (think sculpting, not just clearing). That’s a critical distinction for anyone developing products or services in this space, if “completely bare” is your only offer, you’re missing a huge part of the market.

This whole trend is part of a bigger redefinition of masculinity. The old-fashioned idea that “real men don’t groom” is obviously outdated. Today’s masculinity includes self-care and being proactive about your well-being. Taking pride in your appearance builds confidence, and it was only a matter of time before that focus on grooming extended from the face to the entire body.

The beard business isn’t going anywhere, but its monopoly on the men’s grooming conversation is definitely over. The market is diversifying, and body hair management is emerging as the next major growth segment. This expansion is happening because men’s attitudes about self-care are changing, and they’re looking for comfort, better hygiene, and a look that they can personalize. The brands and service providers who understand this and create options that meet these different needs are the ones who will succeed.