By Editorial TeamKey Takeaways
- The men’s grooming market is on track to hit $115 billion by 2028, and a huge piece of that pie is body hair removal services.
- Surveys show 68% of guys between 18 and 34 have already tried removing body hair, showing a massive generational shift in what’s considered normal grooming.
- Bookings for professional men’s waxing have been climbing by 25% every year since 2023 as more men opt for an expert’s touch and results that last.
- The mindset has totally changed: 72% of men now see body waxing as a standard part of personal hygiene, like brushing your teeth, not some niche beauty thing.
- Long-term forecasts show men’s waxing will keep growing, pushed by guys seeing it on social media and learning about the real skin health benefits.
Industry forecasts are calling for a $115 billion men’s grooming market by 2028, and that number isn’t just coming from more beard oil sales. The real story is a quiet explosion in body hair management, where waxing’s rising star is pulling in a ton of new business. So what’s actually getting guys into the salon for hair removal?
The $115 Billion Horizon: Beyond the Barbershop
That growth is staggering. A Grand View Research report puts the compound annual growth rate (CAGR) around 7.5% for the decade, and to me, that number means one thing: men are finally spending money on more than just a haircut. They’re actively investing in a wider range of personal care services. We’re seeing the demand shift from just buying products to booking appointments, and body waxing is carving out a serious niche. It’s no longer seen as some “women’s treatment”, I have guys booking back waxes on a regular schedule, just part of their personal upkeep. This is a complete recalibration of what male self-care looks like.
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Find a Studio Near You →68% of Young Men Embrace Hair Removal
A revealing Statista survey found that 68% of men aged 18 to 34 have engaged in some form of body hair removal. That’s a huge number, and it’s mostly Gen Z and younger Millennials driving this. They grew up with Instagram and TikTok, where personal appearance is always on display. I see it in my own practice every day, a 22-year-old will come in and openly discuss exactly what he wants for a chest wax, without the hesitation his dad’s generation might have felt. The motivation is about comfort, hygiene, and a sense of being put-together that fits their very online lives. So forget the idea that it’s only for athletes or for a specific look. This 68% shows it’s about everyday personal preference.
25% Year-Over-Year Surge in Professional Waxing Demand
We’re seeing sustained, consistent growth here. Data from industry groups like the Professional Beauty Association (PBA) shows a steady 25% year-over-year jump in demand for men’s professional waxing services since 2023. Why are they coming to us instead of using a kit from the drugstore? Because a professional job gives you precision and results that last for weeks, not days. Guys are quickly learning that trying to wax their own back is a messy, ineffective nightmare, and they’d rather pay an expert for a smooth finish with way less irritation. A pro doesn’t just rip the hair out. We provide the critical pre- and post-care advice (like which exfoliants to use) that prevents ingrowns and keeps skin healthy. For a lot of my male clients, the time they save not having to shave and the confidence from a truly clean result makes the appointment a no-brainer.
The Redefinition: 72% See Waxing as Hygiene
The biggest change is how guys think about it. A recent consumer insights report from Euromonitor International reveals that 72% of men now view body waxing as a standard component of personal hygiene and self-care. This is a radical departure from the old view of waxing as a “beauty treatment” reserved for women. It means guys are now scheduling a chest or back wax into their regular routine right alongside getting a haircut. The old narrative that “real men don’t wax” has been replaced by a simple understanding that personal comfort and confidence dictate your grooming choices. It’s about feeling good, period.
Why Conventional Wisdom Misses the Mark on Men’s Waxing
A lot of analysts get this wrong. They still think men’s waxing is some fleeting trend tied to specific sports, kind of like how beards come and go. That assessment is completely off base. The data, especially that consistent 25% year-over-year growth and the fact that 72% of men see it as basic hygiene, points to a permanent behavioral change. This is a foundational shift in how men approach their own bodies and self-care. Social media absolutely plays a role. When guys see influencers and regular people on their feeds showing off smooth skin, it normalizes the choice for everyone. Plus, guys who are active are learning firsthand that less hair means less chafing and better hygiene after a workout. To see this as just a surface-level trend is to completely miss the deeper motivation: men want to feel more comfortable in their own skin, and that’s a driver that isn’t going away.
The 2026 grooming report shows a clear picture: men’s body waxing is cementing its place as an essential part of modern male self-care. The combination of a new generation’s habits, the high demand for professional results, and the redefinition of waxing as simple hygiene guarantees it’s here to stay.
What is driving the increased acceptance of men’s body waxing?
It’s a mix of a few things: a younger generation (18-34) that sees grooming differently, social media making it look normal, and the big one, seeing it as part of basic hygiene and comfort, not just for looks.
Are men choosing professional waxing over at-home methods?
Absolutely. Demand for pro services is up 25% year-over-year since 2023. Guys are choosing it because the results are way better and last much longer, there’s less skin irritation, and you get expert aftercare advice you can’t get from a box.
What are the primary benefits men seek from body waxing?
The main draws are smoother skin, feeling cleaner, and less chafing for guys who are active. A huge benefit is that the results last for weeks, which means far less frequent maintenance than shaving.
How has the perception of male body hair removal changed over time?
It went from something only bodybuilders or niche groups did to being totally mainstream. Now, with 72% of men considering it a standard part of personal hygiene, the old stigmas are pretty much gone.
Will the growth in men’s waxing continue, or is it a temporary trend?
All signs point to continued growth. This is a foundational change in male grooming, not a temporary trend, because it’s tied to lasting factors like personal comfort, hygiene, and evolving social norms around what it means for a man to practice self-care.
