More and more men are stepping through the doors of beauty institutes for facials, massages, hair care, or slimming treatments. This is no longer a trend: it's a revolution.
In 2026, the global men's grooming market will reach $67.7 billion (Fortune Business Insights) and could climb to $108 billion by 2035 (Global Market Insights – CAGR 5.8%). In France, it already represents €1.6 to €1.8 billion and grows every year.
Baby boomers want to erase signs of fatigue, millennials prioritize well-being in their balance... and institutes that adapt are skyrocketing.
In this article, discover the key figures for 2026, client profiles, challenges to overcome, and especially the successful concepts that can turn this wave into a real growth driver for your institute.
1. The figures proving that the male beauty market is booming
| Indicator | 2025-2026 | 2030-2035 Forecast | Source |
|---|---|---|---|
| Global men's grooming market | $64.6 to $67.7 billion | $90 to $108 billion | Fortune / GMInsights |
| Annual growth (CAGR) | 3.7% to 5.8% | Maintained | Fortune / GMInsights |
| France (men's cosmetics) | €1.6 to €1.8 billion | Strong increase | Forbes / Businesscoot |
| Proportion of men using cosmetics | 50% | Increasing | Businesscoot |
| Skincare segment (face) | Leader ($19.1 billion in 2025) | CAGR 6.2% | GMInsights |
| Haircare & transplants | +16% per year | Very strong demand | Forbes |
Historical brands (L’Oréal Men Expert, Nivea Men) still dominate 75% of sales, but new premium brands (Horace, which doubles its revenue every year) and 100% male institutes are taking an increasing share.
2. Who are the male beauty clients in 2026?
Two profiles dominate:
Baby boomers (50-70 years old) They are still working or want to remain high-performing. Objective: to erase signs of fatigue, wrinkles, and sagging. They seek targeted anti-aging treatments and relaxing massages.
Millennials & Gen Z (25-45 years old) Self-care is central to their balance (sports + well-being). They want simple, effective, natural routines and quickly visible results. They are comfortable with light makeup, beard care, or hair protocols.
Common point: they have different modesty and psychology. An overly "feminine" institute (pink, floral scents, ultra-girly cozy atmosphere) deters them. They want reassuring advice, spaces that reflect them, and practitioners who understand them.
3. The real challenges (and how to overcome them)
- Sexual misconduct: erotic requests or embarrassing physiological reactions. Many French beauticians refuse these situations. Solution: mixed institutes with strict protocols or 100% male spaces.
- Male or female practitioner? Some men prefer a woman (gentleness, expertise), others a man (camaraderie, understanding). Without anticipation, this is a scheduling nightmare.
- Lack of market knowledge: men don't always know what's available to them. They need to be reassured and guided.
The best solution in 2026? Exclusively male institutes and spaces.
4. Successful concepts: places reserved for men
More and more establishments are creating true masculine universes:
- 100% men's institutes (no women allowed): private club atmosphere, leather, wood, billiard table, club chairs, whiskey or coffee available. Examples: concepts like "Bonhomme," "Blue Corner," or "BG Factory."
- Integrated "Club" spaces: within a hair salon or mixed institute, a reserved area with masculine decor and specific services.
- Hybrid formulas: facial treatments + haircut/hair in the same place (highly requested).
Men love these places where they feel "among themselves," without judgment and with codes that speak to them.
5. The most requested treatments by men
- Facial treatments Male skin = thicker, oilier, dilated pores, beard. Specific protocols: deep cleansing, anti-aging, mattifying hydration, LED, gentle peels.
- Hair care & regrowth Hair loss = primary male complex. Stimulating treatments, scalp massages, anti-hair loss protocols, transplants (up 16%/year).
- Massages & well-being Sports massage, lymphatic drainage, back/shoulder relaxation. They want results (relaxation, recovery) more than pampering.
-
Beard & shaving Professional maintenance, oils, specific care.
6. How to take advantage of this wave in 2026? 5 concrete actions
- Create or fit out a masculine space (even 20 m²): dark colors, raw materials, neutral music, men's magazines.
- Train your team in masculine specificities (skin, psychology, language).
- Structure a clear offer: 3-4 "signature men's protocols" with masculine names and precise benefits.
- Communicate on social media with a direct, no-frills tone (male influencers, before/after, testimonials).
- Partnerships: with gyms, hair salons, companies (gift cards for employees).
Brands like Promesse Filler or Horace lead the way: cosmetics designed for them, effective and without pink marketing.
Conclusion
The male beauty market is no longer a niche: it is a massive growth area for all institutes that dare to adapt.
Whether you already have a mixed space or are considering a 100% male concept, 2026 is the ideal year to take the plunge.
Want to turn this boom into daily appointments and additional revenue? Book your free "Male Beauty" audit, and I'll help you design the offer and space that will make your institute explode.
Sources and studies 2026:
https://www.forbes.fr/business/enquete-le-boom-de-la-beaute-masculine/ https://www.businesscoot.com/fr/etude/le-marche-des-cosmetiques-pour-homme-france https://www.gminsights.com/fr/industry-analysis/mens-grooming-products-market https://www.fortunebusinessinsights.com/fr/mens-grooming-product-market-106217 https://c-ways.com/le-marche-de-la-beaute-masculine-est-en-pleine-expansion/
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