A decade ago, a typical man’s grooming routine rarely went beyond a basic shave and haircut. But between the competitive nature of corporate life and shifting societal norms, Gen Z and Millennial men are redefining what it means to take care of themselves. According to recent data, more men have become interested in rapid and sustainable weight loss, grooming, and skincare solutions, and it’s why the Pakistan men personal care market is projected to reach USD 2084 million by 2032. As men are becoming aware of the personal benefits of using dedicated care products, it’s likely that more brands will be releasing products with formulations that target specific needs, so this figure could rise even more as consumers continue to prioritise their wellbeing and appearance.
From Lahore to Karachi, it’s clear that men are putting more effort to present their best self. Here’s a look into the men’s grooming and personal care boom that’s sparking change in men’s daily personal routines.
Hair Loss Solutions
Historically, cultural expectations forced men to ignore health symptoms or changes in their appearance until it’s too late to treat or reverse them. But now, with definitions of masculinity evolving, urban men view self care and aesthetic treatments as essential for hygiene and confidence. Tackling issues such as hair loss, in particular, has become a top priority as it affects the majority of men. A recent study conducted in Karachi shows that 40.8 percent of men between the ages of 18 to 24 are dealing with hair loss. Surprisingly, genetics was the least contributing factor in men’s hair loss as the research showed that stress, lack of proper hair care, and a poor diet were more likely to cause a receding hairline.
With high rates of early hair thinning among men in their 20s and 30s, modern guys are addressing the problem through a mix of traditional remedies and medical-grade treatments. Getting hair loss treatment for men from medical experts has become the norm as this can help to solve problems like male pattern balding, stress related hair loss, diet related hair loss, and hair loss from illness or auto immune conditions. In addition to treatments, urban professionals are frequently using over-the-counter topicals, like Minoxidil and Finasteride, to slow down male pattern baldness. Pakistan has also become a hub for male hair transplants, as well as PRP injections since this can help to stimulate dormant hair follicles.
Skin and Aesthetic Treatments
A vibrant digital culture and a desire to be always selfie-ready have influenced young consumer behaviours, and it’s why Gen Z and Millennial men have become more open to getting skin and aesthetic treatments. What’s more, with style disruptors like actors Bilal Abbas Khan and Imran Abbas heavily influencing modern men’s aesthetics, pursuing a sharp and youthful appearance through styling and immaculate grooming has become an acceptable trend.
To maintain a professional edge and a youthful appearance, men in Pakistan are getting Botox to eliminate deep forehead lines and crow’s feet while keeping a naturally refreshed look. In the past, most people would vehemently deny getting any type of aesthetic treatment or enhancement. But actors like Ayaz Samoo are helping to normalise facial procedures as he has been very open about his choice to get Botox, saying that there’s nothing wrong with wanting to look good. When asked about male celebrities wanting to follow in his footsteps, he said, “It’s their face and their choice.”
Apart from Botox, an increasing number of men are getting dermal fillers along the jawline and cheekbones to create a more masculine facial structure. Meanwhile, to target acne scars, large pores, and sun damage from outdoor exposure, men are turning to microneedling, chemical peels, and laser treatments to give their skin a smoother and more even look.
Salon and Spa Treatments
Back in the day, salons and spas in the country only focused on catering to women. But now, more establishments are offering mani-pedi sessions, facials, waxing, and hair treatments to male clients. If you walk into a premium salon in Karachi, you may find men having their hair coloured, getting their eyebrows waxed, or getting their nails done. Experts say that a growing middle class with a higher disposable income is now allowing urban men to spend more on luxury salon treatments. At Tauseeq Haider Men’s salon, for instance, customers will usually spend a minimum of 1,400 for salon services, which is a world away from the 200 rupees spent at traditional barbershops.
Personal care has firmly cemented its place in the modern man’s lifestyle. As stereotypes fade, grooming and self care have become the new standard, allowing men to look good and feel good.