At the 2025 International Beauty Show in New York, one thing was crystal clear — men’s grooming isn’t just a trend anymore, it’s a movement.
According to seasoned barbers and educators Dr. Ivan “Chico Boom” Suarez and Michael Ryder, the future of men's grooming is not about vanity; it’s about self-awareness, hygiene, and redefining what masculinity really means.
“Back in the day, getting your nails or skin done was seen as not masculine,” Suarez said. “Now? Men are more aware. They realize facials and skin care are just part of taking care of yourself.”
Suarez, a 20+ year industry vet and brand ambassador for Rolda and JRL Professional, remembered when barbers weren’t expected to offer more than a shape-up and a hot towel. But times have changed.
“Now, we’re providing facials, beard care, even mani-pedis,” Suarez said. “And that’s good for the barber. It means more services and more value.”
His own grooming journey evolved thanks to events like the International Beauty Shows, where exposure to skin-care professionals and wellness educators opened him up to new services and, subsequently, new revenue streams.
For Ryder, a barber educator with Beard Octane, the growing movement is thanks to increased accessibility, education, inclusivity, and information.
“The lack of knowledge is one of the biggest reasons men haven’t embraced grooming,” Ryder said. “But now, with the rise of the male grooming industry and social media education, more men are learning the right techniques and actually caring about how they look.”
But more than products, Ryder wants to change the narrative. “Grooming doesn’t make you less of a man. It makes you a better human being.”
Both Suarez and Ryder agreed this shift isn’t about ego, it’s about evolution. With women often leading the charge — buying beard, hair, and skin-care products for male partners — the knowledge is getting into more hands (and onto more faces and scalps).
“Sometimes the girlfriends are the ones asking all the questions,” Ryder laughed. “Then it’s their job to go home and teach their man.”