There was a time when a man’s relationship with his barber was relatively straightforward. He’d arrive for a haircut, perhaps add a beard trim, and leave. Grooming was functional, occasional, and rarely something that required much discussion. That client, however, is changing. Today’s male consumer is more informed, more willing to experiment, and increasingly prepared to invest in his appearance. He is asking questions about scalp health, hair fall, skincare, ageing, maintenance, and what products he should be using for aftercare. He may arrive with a reference image saved from social media, a specific concern he wants addressed, or an expectation that his stylist will be able to recommend a solution rather than simply execute a service.
“Men increasingly view grooming as part of confidence, wellbeing, and professional presentation rather than an occasional necessity,” says ShanMuga Kumar, CEO, Page 3 Salons. For Mohit Gupta, Founder, Salon Ministry, the change is equally clear: “Men today see grooming as an investment, not an expense.”
For salons and barbershops alike, this means that the traditional male grooming proposition is no longer enough. The opportunity lies in understanding the modern man as a client with individual needs, rather than treating men’s grooming as a smaller, simpler version of women’s beauty.
FROM OCCASIONAL CHORE TO REGULAR RITUAL
One of the clearest changes is frequency. For today’s male client, grooming has evolved into a more regular part of personal maintenance. Gourav Bhardwaj, Creative Director, Zion Salons & Changes Salon, describes the transformation starkly. “Five years ago, the average man’s grooming routine was passive. He used whatever family shampoo was in the shower, owned a single face wash, and occasionally finished his hair with a basic serum.”
MEN
increasingly view
GROOMING
as part of
CONFIDENCE
, wellbeing, and professional
PRESENTATION
rather than an occasional necessity.
- SHANMUGA KUMAR
Today, that client is considerably more engaged. “Men walk in educated, trend-conscious, and laser-focused on specific concerns, like scalp thinning, early greying, hair and skin health,” says Bhardwaj. “They aren’t just buying generic products anymore; they are buying targeted solutions.” He also points to an increase in the frequency of salon visits, with men returning for haircuts every three to four weeks rather than waiting four to six weeks.
Bina Punjani, Founder, Bina Punjani Hair Studio & Academy, sees the change in attitudes towards self-care. “Skin Care and Relaxation are growing as men are feeling less guilty about indulging in selfcare.”
That growing confidence is important. Men are no longer necessarily waiting for a visible problem before seeking professional advice. Preventive care is becoming part of the conversation, whether that means addressing hair fall early, maintaining scalp health, looking after the skin, or establishing a grooming routine that fits into everyday life. Consequently, salons have an opportunity to become part of that routine.
THE MENU IS GETTING BIGGER
The expansion of male grooming is also visible in the services men are choosing. Haircuts remain at the centre of the category, but the surrounding menu is becoming considerably more sophisticated.
Kumar points to demand for beard detailing, scalp treatments, hair-loss care, grey blending, hair colour, facials, de-tan services, and hand-and-foot grooming. Gupta similarly identifies scalp treatments, hair spas, anti-hair fall solutions, facials, and aftercare as areas of strong demand, with clients becoming more preventive rather than waiting for problems to worsen.
For salons, this creates a much broader relationship with the client. A regular haircut can become the starting point for a conversation around scalp health. Beard grooming can naturally lead into skin preparation and conditioning. A conversation about premature greying can open up options around grey blending or colour. The opportunity is not to create an endless menu of services, but a more connected grooming experience.
CONSULTATION IS THE NEW DIFFERENTIATOR
If there is one thread running through all four expert perspectives, it is the importance of trust. For Kumar, that begins with a strong and honest consultation. “Professionals must understand the client’s concerns, lifestyle, previous treatments,and maintenance expectations before making recommendations,” he says. “At Page 3, we believe expertise means recommending what is genuinely suitable and explaining the expected result clearly. Consistency across service quality, hygiene and aftercare is what converts a first-time visitor into a long-term client.”
Gupta takes a similar position. “Trust comes from honest consultations, consistent results and recommending what’s right for the client, not what’s expensive. When clients know you genuinely care, they keep coming back.”
SKIN CARE
and relaxation are growing as
MEN
are feeling
LESS GUILTY
about indulging in
SELFCARE.
- BINA PUNJANI
MEN WALK
in educated, trend-conscious, and
LASER-FOCUSED
on specific concerns, like scalp thinning, early greying, HAIR AND SKIN HEALTH,
- GOURAV BHARDWAJ
For Punjani, the answer lies in changing the way salons work. “Upgrading their way of working professionally means it has to be expertise and experience driven,” she says.
The professional’s role, therefore, is evolving. It is not enough to know how to perform a service. Stylists and barbers need to understand why they are recommending it, what problem it addresses, and whether it is appropriate for that particular client.
LOSE THE JARGON
Greater consumer awareness presents another challenge. Men may know the language of skincare and haircare, but that does not mean they want to sit through a technical lecture. The experts are united on this point: simplify. “Focus on the problem, not the jargon. A consultation shouldn’t feel like a chemistry lesson; it should feel like a direct conversation about the client’s specific daily frustration, whether that’s scalp oiliness, hair loss, or dry skin,” says Bhardwaj. “Salons can easily implement this by creating SOPs tailored to male consultations. Bringing in specialised consultant barbers to train staff on how to guide these conversations can make a massive difference.”
Kumar takes a similarly practical view. “Professionals should begin with the concern, not technical terminology. Explain what is happening, what the recommended service will achieve and how the client can maintain the result at home. Men want credible information, but it must be communicated simply and practically.”
Punjani believes the consultation needs to focus on solving the client’s actual concerns. “Use simple language to solve a client’s problem. Understanding primary and secondary concerns and then presenting genuine solutions work best. The stylist should suggest solutions that work for the client.”
Gupta puts it even more simply: “Keep it simple. Explain the concern in everyday language, show them what’s happening and recommend one practical solution at a time. Clients appreciate clarity more than technical jargon.”
ONE SIZE DOES NOT FIT ALL
Another outdated assumption is that there is only one type of male client. A young professional with an active lifestyle, a man dealing with thinning hair, someone embracing their greys, or a client who wants a low-maintenance grooming routine may all sit within the same demographic category, but their needs are entirely different.
“The biggest mistake is treating all male clients as one category,” says Kumar. “Their needs can vary according to age, lifestyle, hair texture, skin condition, and grooming habits.” He also identifies excessive upselling, inconsistent service, and inconvenient booking systems as factors that can affect retention.
Gupta echoes the need for greater personalisation, arguing that “treating every male client the same” is a major mistake. Discounts, lower price points and constant upgrades may attract attention, but they do not necessarily create loyalty.
For Punjani, the problem begins even earlier, with how salons build their teams. “The biggest problem of our industry is salons hire for the business a stylist can bring to the salon rather than have their own USP,” she says. “Building trust through expertise and experience, not just building expensive salons and packages, establishes long term loyalty.”
The answer is not necessarily a bigger menu or a more expensive interior, but a better understanding of the client.
THE ART OF UPSELLING HAS EVOLVED
The growing male grooming category presents an obvious commercial opportunity, but the experts caution against confusing opportunity with aggressive selling. The principle is simple: solve a problem first. “Don’t sell products, solve problems,” says Gupta. “When recommendations are personalised and clients see visible results, premium services and retail become a natural extension of the consultation.”
Kumar similarly advocates a consultative approach. “A haircut may naturally lead to scalp care, while beard grooming can include skin preparation and conditioning. Retail recommendations should address a clearly identified concern and be limited to products the client will use.”
For Punjani, trust remains the foundation of increased spend. “Building trust comes over time. That always trumps the best sales pitch. Expertise driven consultations, customisation and the value add of a service can result in the client willing to spend more.”
Bhardwaj adds another layer: internal communication. “I often see teams are not aligned with the management or the owners’ goals. Communication is the key.” When staff understand the commercial objectives, recommendations can become part of the service rather than an awkward add-on.
The answer is not to turn every consultation into a sales conversation. It is to make recommendations meaningful enough that they do not feel like one.
WHEN SOCIAL MEDIA MEETS SKILL
Social media has changed the way men discover grooming. A haircut, beard shape, colour, skincare routine, or product can become a reference point before the client ever enters the salon. But viral does not automatically mean suitable.
Bhardwaj believes the foundation remains a strong technical skill. “Trends move at lightning speed, and trying to chase every viral style on social media is a losing battle. The anchor is always a strong, personalized consultation. A skilled professional barber takes the trend a client saw online and adapts it to their face shape, hair density, and daily lifestyle.”
Punjani makes the connection with technical fundamentals. “Most trend related haircuts can be achieved and customised if your fundamental classic cutting techniques, texturising and sectioning methods, understanding of shapes and silhouettes are strong and have been in practice for a while.”
Gupta sees social media as inspiration rather than instruction. “Social media is great for inspiration, but not every trend suits every client. Our job is to adapt trends to the individual’s face shape, hair type, lifestyle and maintenance preference.”
The trend may bring the client through the door, but it is the consultation and the result that determine whether he comes back.
TRUST
comes from
HONEST
CONSULTATIONS, consistent results and recommending what’s right for THE CLIENT, not what’s expensive. When clients know you genuinely care, they keep COMING BACK.
-MOHIT GUPTA
INVESTING IN THE NEXT GENERATION
So what does the next generation of men’s grooming look like? Across the four perspectives, the answer is remarkably consistent: personalisation, preventive care, education, expertise, and trust.
Kumar sees technology, convenience, diagnostics, digital client records, and personalised grooming plans becoming increasingly important. Gupta similarly points to “personalised grooming, preventive care, and expert consultations” alongside an investment in education, technology, and strong client relationships.
Bhardwaj believes, “The future belongs to salons that take male-specific retail and specialised consultations seriously.” He recommends consultants who can help salons develop SOPs, consultation systems, and retail-selling skills, while pointing to the need for stronger education for men’s stylists and barbers. His example is telling: SPF 50 may be relevant to today’s male consumer, but he questions how many stylists are recommending it to men, and whether salons even have it on their retail counters.
Punjani returns to the fundamentals: “Exceptional skill and knowledge of the trade, new equipment, staying on top of trends, simplicity with accuracy in consultation, problem solving, and a positive attitude.”
THE TAKEAWAY
None of these changes require salons to reinvent themselves overnight, but they do require a shift in approach. The modern male client is looking for better advice, stronger results, personalised recommendations, and services that respect his time.
The fact is, men’s grooming is no longer a peripheral category that can be addressed with a few additional services. It is becoming a specialised part of professional beauty, with its own expectations, behaviours, and commercial potential. For salons, the opportunity lies in understanding what male clients want, delivering it well, and building the trust that keeps them coming back.