In recent years, men’s skincare has undergone a remarkable transformation. It has grown from being a niche indulgence to a mainstream lifestyle choice. With growing awareness, evolving grooming habits and the influence of global wellness trends, Indian men are now as invested in their skincare as they are in their wardrobes. Truefitt & Hill, the world’s oldest barbershop, has been at the forefront of this shift in India. In this exclusive conversation, Prannay Dokania, MD and COO, Truefitt & Hill, speaks about changing attitudes, popular treatments and the future of men’s skincare.
How have you seen men’s attitude towards skincare evolve in the last 5 years?
In the past five years, men’s skincare has moved from being a rare after-thought to a non negotiable part of daily life.
Today’s man understands that looking after his skin isn’t vanity, it’s a mark of self respect and confidence.
The pandemic was a real turning point. With more time at home and a heightened focus on health and hygiene, men started experimenting with grooming and skincare routines. What began as a necessity quickly became a habit, and now it’s a lifestyle.
Globally,
MEN ARE EMBRACING
preventive skincare
— STARTING
early to maintain
HEALTHY SKIN
rather than waiting to
FIX ISSUES
later.
Post pandemic, we’re seeing the results. Men are far more informed, they seek out quality treatments and products, and they’re committed to keeping skincare as an essential, not an exception. The modern gentleman is here to stay and so is his skincare routine.
What are the top skincare services men are opting for at Truefitt & Hill today?
Our signature service Royal Shave & Royal Facial, which is a 45-minute indulgence. Our Classic Facial, Hydration Facial and Peel Off Mask are also hugely popular. Many patrons also combine facials with the Royal Shave using hot towels, traditional straight razors, warm lather and precision techniques honed over two centuries. Every treatment is tailored for male skin, blending cutting edge skincare with the rich ritual of a heritage barbershop.
Are you seeing a growing demand for express facials or indulgent rituals? What’s driving this demand?
Absolutely—both are thriving and are in demand. Quick, high impact facials appeal to busy professionals who want visible results instantly or in less than 30 minutes, while longer, indulgent rituals are gaining popularity as men embrace grooming as a form of self care. The real shift is in the mindset—grooming is no longer seen as an occasional treat but as a lifestyle habit. And when the ritual itself is as enjoyable as the results, it becomes time well spent.
What are the most common skin concerns your male clientele comes with?
Urban living brings its own set of challenges—dullness, dehydration, uneven skin tone and the effects of constant pollution. Younger clients also seek solutions for acne and clogged pores. Our facials are designed to address these concerns while respecting the unique structure and needs of male skin. Whether it’s our detoxifying services or hydration therapies, we use premium formulations and techniques because at Truefitt & Hill, every gentleman’s skin tells a different story.
What kind of skincare training do your therapists receive to handle male skin specifically?
Male skin demands a specialist’s touch. All our therapists undergo intensive training in addressing lifestyle driven skin concerns. They are taught the science of skincare and trained in our traditional protocols and SOPs, refined since 1805, ensuring every skincare service meets the same exacting standards set for our patrons across all our stores, around the globe. The combination of this expertise with the traditional techniques and methods we use is what makes our services truly distinctive and indulging.
Are there any global trends in men’s skincare that you expect to take off in India soon?
Globally, men are embracing preventive skincare—starting early to maintain healthy skin rather than waiting to fix issues later. The other big shift? Smarter, multi benefit treatments—hydration, brightening and firming in one go. Busy men don’t want complicated routines; they want high impact, time efficient solutions. And with our climate and pollution, expect more lightweight, anti pollution formulas designed specifically for Indian skin. So, there is a great opportunity that lies ahead for these types of services in India.
Is there any new introduction in services or products that your clientele should look forward to?
At Truefitt & Hill India, while our core focus remains on timeless rituals and signature services, we’re also embracing cutting-edge innovation to elevate your experience.
We have introduced a brand-new AI Face Scan feature, now available across all our stores in India. This complimentary scan analyses your skin type, hydration, sensitivity and texture, giving you precise insights and recommending the apt services and products, suitable for your skin in just minutes. Our experts then implement the recommendations that are suited to your exact needs. It’s the perfect blend of our 220 year old grooming heritage with cutting edge skincare technology.