The male grooming industry has experienced significant transformations over recent years, and 2024 has been no exception. From aesthetic treatments to makeup, Singaporean men are redefining beauty standards, steps propelled by the influence of pop culture and changing societal norms. According to CNA Lifestyle, the normalization of grooming practices is increasingly evident among younger men, who are not just adopting but also adapting various beauty routines traditionally considered feminine.
Dr. Rachel Ho, an aesthetic doctor at La Clinic, notes, “The perceptions and standards of beauty have evolved...” leading to more men seeking aesthetic treatments such as Botox, known affectionately as 'Bro-tox.' This change aligns with the observed growth; Dr. Ho reports about “30 percent more male patients” visiting her clinic over the past year, ranging from professionals to students aged between 25-40 years.
Singapore’s grooming trends have gone beyond mere facial cleansers. Shinji Yamasaki, co-founder and CEO of Men’s skincare brand Re:erth, highlighted how male consumers are beginning to embrace comprehensive skincare routines. The brand has noted “an 80 percent growth” within its male customer base, indicating men are now more willing to invest time and resources beyond basic skincare.
One standout trend this year has been professional hair removal services, which have shed their stigma and are gaining younger clientele. Jasmine Yong, founder of Sugar(ed), Singapore's first professional body-sugaring studio, states she has witnessed “a 12 percent rise” among her male clients, particularly those ages 26-35. Men are increasingly opting for services like the 'Manzilian,' reflecting their willingness to break from traditional grooming boundaries.
Makeup is another area witnessing increased participation from men, with social media playing a key role. Celebrity influencers like Braven Yeo and Kevin Brendan are often seen posting #GRWM (Get Ready With Me) videos, fostering acceptance among younger male audiences. Makeup artist Lasalle Lee advocates for this, explaining, “Makeup can help improve one’s appearance, which boosts confidence,” and suggests starting with simple products like concealer and brow pencils.
Nail grooming is also undergoing evolution, with men increasingly flaunting painted nails and nail art. Celebrities like G-Dragon and Hyunjin from Stray Kids are leading the way, illustrating how nail art has become part of contemporary male grooming culture.
Looking to the future, industry experts anticipate continued growth within male grooming for 2025. Dr. Ho predicts more demand for regenerative aesthetic treatments, citing the introduction of advanced formulations like PDRN (polynucleotide) and exosome therapies, which aim to stimulate the skin's healing processes. This evolution is set against the backdrop of changing attitudes, with men now viewing grooming as integral to both personal and professional success.
Yamasaki adds, “More men will view grooming as fundamental,” emphasizing continued investment in skincare. Convenience remains pivotal, and multitasking products, offering properties such as SPF and moisturization, are expected to rise dramatically as Singaporean men search for efficiency to fit streamlined grooming routines.
The shift toward grooming reflects broader cultural changes, with acceptance steadily growing. Today’s men are not only willing to experiment with their looks but also view grooming as transformational for self-esteem and personal image. Defying traditional norms ushers forth a new era where self-care is celebrated across all genders.
Overall, 2024 has marked significant tread for male grooming trends, setting the stage for what seems to be another year of breakthroughs and innovations as men redefine the standards of modern grooming.
