In recent years, men’s grooming trends have seen a major transformation in the United States. What used to be a basic routine of shaving and applying some aftershave has evolved into a full-fledged grooming culture. From skincare to hair styling, and even nail care, American men are now more invested than ever in their appearance and self-care routines.
This shift is not just about vanity—it’s also about confidence, health, and expressing personal style. In this article, we will explore the top men’s grooming trends in the U.S., what’s driving them, and why they’re becoming so popular.
Why Are Men’s Grooming Trends Growing in Popularity?
Several factors are fueling the rise of grooming trends among men:
- Changing societal norms: Traditional ideas of masculinity are evolving, encouraging men to care for themselves without judgment.
- Increased awareness: With social media and influencer culture, men are more exposed to grooming advice and products.
- Product availability: There’s a huge increase in male-focused grooming products in stores and online.
- Health and wellness: Men now understand that grooming is a part of overall health and hygiene.
Top Men’s Grooming Trends in the U.S.
1. Skincare Is No Longer Just for Women
Gone are the days when a bar of soap was enough. Today, many men follow a daily skincare routine that includes:
- Cleansers to remove dirt and oil.
- Exfoliants to clear dead skin.
- Moisturizers for hydration.
- Sunscreens for UV protection.
- Serums for anti-aging and glow.
Brands like Lumin, Geologie, and Kiehl’s have created male-targeted skincare lines that are flying off the shelves. Even influencers and athletes now talk openly about their skincare regimens.
2. The Rise of Beard Culture
Facial hair is no longer just about growing a beard—it’s a lifestyle. Popular beard styles in 2025 include:
- Short boxed beard
- Stubble with sharp lines
- Full lumberjack-style beard
- Van Dyke goatee
To maintain their beards, men are investing in:
- Beard oils and balms
- Beard shampoos and conditioners
- Beard straighteners
- Professional beard grooming kits
Barbershops across the U.S. now offer beard styling as a premium service. Many men see their beards as a signature part of their look.
3. Hair Care Goes Premium
Men are moving beyond generic shampoos. Hair care today includes:
- Scalp treatments to reduce hair loss
- Leave-in conditioners
- Heat protectant sprays for styling
- Hair thickening sprays and serums
Trending hairstyles include:
- The fade (high, low, or mid)
- The textured crop
- The curly top with skin fade
- The modern mullet (yes, it’s back!)
Hair stylists report that men now book appointments more frequently than before and are willing to pay more for premium styling.
4. Manscaping is Mainstream
Body hair grooming, or manscaping, is no longer a secret. Men now regularly groom areas like:
- Chest
- Back
- Underarms
- Groin
Tools like trimmers, body groomers, and waxing kits have become part of the bathroom setup for many. Manscaping isn’t just about looks—it’s also about hygiene and comfort, especially in warmer climates.
5. Male Makeup is Gaining Ground
While still a niche, male makeup is picking up interest, especially among Gen Z and millennials. Products men are experimenting with include:
- Tinted moisturizers
- Concealers to cover blemishes
- BB creams for even skin tone
- Brow gels
- Lip balms with color tints
Brands like War Paint for Men and Fenty Skin are pioneering this movement. The focus is on subtle enhancement rather than heavy makeup.
6. Nail Care is the New Cool
From NBA stars to rock musicians, men are embracing manicures and even nail polish. While many go for clean, trimmed nails, others are experimenting with:
- Matte black nails
- Clear polish
- Nail art
- French tips
Men’s nail salons and at-home manicure kits have surged in sales. The message is clear: clean hands and nails are part of the total grooming package.
7. Scent is Style: Fragrances and Colognes
Men are no longer sticking to a single cologne. Instead, they’re exploring:
- Layered scents using body wash, deodorant, and cologne from the same fragrance line.
- Unisex perfumes with floral, citrus, or woody notes.
- Essential oil blends that offer aroma and mood-lifting properties.
Perfume subscription boxes and niche fragrance brands like Le Labo and Maison Margiela are becoming male favorites.
The Role of Technology in Men’s Grooming
Technology is making grooming easier and more personalized. Examples include:
- Smart mirrors that scan your skin and suggest treatments.
- AI skincare apps that recommend routines.
- Electric razors with sensors that adapt to skin sensitivity.
- Laser hair removal gadgets for home use.
These innovations appeal to tech-savvy men who value efficiency and data-driven results in their grooming rituals.
Social Media & Influencer Impact
Social media platforms, especially TikTok, Instagram, and YouTube, have played a big role in spreading grooming awareness. Male influencers now regularly post:
- “Get ready with me” (GRWM) routines
- Skincare reviews
- Beard trimming tutorials
- Before-and-after grooming results
Some top male grooming influencers in the U.S. include:
- Aaron Marino (Alpha M)
- James Welsh
- Alex Costa
- Jose Zuniga (Teachingmensfashion)
Their content normalizes grooming and inspires other men to care for themselves unapologetically.
Men’s Grooming Trends in Different Age Groups
- Teens & Gen Z: Experiment with bold looks, nail polish, and skincare.
- Millennials: Invest in grooming for professional appearance and dating life.
- Gen X & Boomers: Focus more on anti-aging, hair loss treatments, and classic grooming.
This proves that grooming is not limited to a particular age group—it’s for everyone.
Best-Selling Men’s Grooming Products in 2025
Here are some top-rated items men are loving this year:
| Product | Category | Brand |
|---|---|---|
| Hydrating Face Cleanser | Skincare | CeraVe |
| Beard Oil | Beard | Honest Amish |
| Scalp Massager | Hair Care | Maxsoft |
| Body Groomer | Manscaping | Philips Norelco |
| Concealer Stick | Makeup | War Paint |
| Cologne | Fragrance | Bleu de Chanel |
These products are easily available online and in stores like Ulta, Sephora, and Amazon.
The Future of Men’s Grooming
The men’s grooming market in the U.S. is projected to grow even further. According to recent industry reports:
- The U.S. men’s grooming industry is expected to reach $25 billion by 2030.
- More brands will offer vegan, eco-friendly, and sensitive-skin products.
- Men’s spas and grooming salons are predicted to multiply in urban areas.
Grooming is no longer optional—it’s a part of modern life.
Final Thoughts
The rise of men’s grooming trends in the U.S. reflects a deeper shift in how men view self-care and self-expression. Whether it’s moisturizing daily, shaping the perfect beard, or choosing a signature scent, today’s man is redefining what it means to look and feel good.
No longer bound by old-fashioned rules, men are embracing grooming as a way to boost confidence, stay healthy, and show their personality. With growing demand, more innovation, and broader acceptance, the grooming revolution for men is just getting started.
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