Top male grooming trends for 2024

Men are recognising the importance of self-care as an essential component of overall wellness. Picture: Pexels/Tima Miroshnichenko

Men are recognising the importance of self-care as an essential component of overall wellness. Picture: Pexels/Tima Miroshnichenko

Published Jan 16, 2024


The world of male grooming is changing and it’s time to embrace the new era of self-care for men.

The trend of men becoming more conscious about skincare and well-being reflects a positive shift in societal attitudes and perceptions surrounding masculinity and self-care.

Several factors contribute to this trend:

– Traditional gender stereotypes are being challenged, and there is a growing acceptance of diverse expressions of masculinity. Men are increasingly feeling empowered to prioritise their grooming and well-being without concerns about conforming to outdated stereotypes.

– The broader wellness movement, encompassing physical, mental and emotional well-being, has gained significant traction. Men are recognising the importance of self-care as an essential component of overall wellness, leading to a greater emphasis on skincare and grooming rituals.

– With an increased focus on health and preventive care, men are becoming more mindful of the importance of maintaining healthy skin as part of a holistic approach to wellness. Skincare is now viewed as an integral aspect of a proactive and health-conscious lifestyle.

– The prevalence of social media and digital influencers has played a key role in normalising skincare and grooming practices for men. Influencers and celebrities often share their skincare routines and product recommendations, influencing a broader audience to embrace similar habits.

According to Themba Ndlovu, brand manager for Clere For Men and Clere For Men Active, men are realising that grooming goes beyond the basics.

Social media and marketing campaigns have played a role in this transformation, with the male grooming market expected to reach $115.50 billion (about R2 trillion) by 2032.

The beauty and grooming industry has made concerted efforts to target male consumers, promoting skincare and grooming products specifically tailored to their needs.

This increased visibility and availability of skincare products has contributed to a growing awareness of the importance of self-care among men.

Let’s explore the top upcoming male grooming trends that will redefine self-care for the modern man:


Men are embracing the idea of ‘minimalism’, which means less is more. They are opting for simplified skincare routines that focus on quality rather than quantity.

Essential products like cleansers, moisturisers and sunscreens are gaining popularity. Brands are responding by offering streamlined product options that cater to men’s no-fuss approach.

Wellness-infused grooming

Men want to not only look good but also feel good. Grooming products are now incorporating ingredients that promote physical and mental well-being. Ginseng, seen as a superfood, is becoming a popular ingredient in grooming products.

It can help stimulate physical and mental activity, providing a boost to those who feel weak and tired.

Clere For Men Active Ultra Energising body lotion and crème contain ginseng, along with ProMoist, glycerine, omega oils, and vitamins E & A, which moisturise and keep the skin smooth for 48 hours.

Tech-driven grooming solutions

Technology is shaping the future of male grooming. Smart devices, such as personalised skincare analysis tools and electric grooming gadgets, are gaining popularity.

Men are using technology to enhance their grooming routines, from precision beard trimmers to skincare apps that provide tailored recommendations based on individual needs.

Customised and personalised products

Personalisation is key in the evolving world of male grooming. Brands are offering customised solutions that allow men to tailor their grooming routines to their specific skin concerns, preferences and lifestyles.

From personalised skincare formulations to bespoke fragrances, men are seeking people experiences that cater to their specific needs.

Different Clere For Men products for men offer four different variants, each with its own masculine fragrance, allowing men to choose the one that suits them best.

Beard care evolution

Beards are still a symbol of masculinity, but the approach to beard care is changing. Men are investing in high-quality beard grooming products like nourishing oils, balms, and grooming tools.

It’s not just about maintenance anymore; men are expressing their creativity and personal style through diverse beard styles and shapes.

It’s an exciting time for male grooming, as men are embracing self-care and seeking products that cater to their specific needs.