The modern man: personalization and awareness

The new male grooming: style, care, and awareness

In recent years, male grooming has undergone a true transformation, with men becoming increasingly attentive to personal care. It’s no longer just about a haircut, but a comprehensive experience: from beard treatments to anti-aging and skincare products, complemented by an established beauty routine. This newfound awareness has also brought greater attention to sustainability, with a preference for environmentally friendly products.

This revolution is also reflected in the growth of barber shops, emphasizing service quality and personalization. Men visit salons more frequently than women, driven by trendy haircuts that require regular touch-ups, and they are increasingly willing to purchase professional-recommended products, particularly to address issues like hair loss.

A symbol of this evolution is Takara Belmont’s Apollo II chair, an icon of barbering that combines timeless design with innovation. Comfortable, functional, and customizable, it represents the heart of a premium grooming experience, perfectly aligned with the needs of the modern male clientele.

The future of beauty is becoming increasingly inclusive, and men are no longer second to anyone.

Read more on the latest issue of our TB – The Journal!