Male grooming lounges put ‘man’ into manicure

Facials, waxes, manis, and pedis are no longer exclusively female territory. For many men, personal grooming isn’t just an increasingly mainstream pastime, it’s an integral part of a holistic wellness routine.

“Grooming has definitely become more mainstream for men,” says Justyn Spinner, the managing director of Bolton House, a men’s grooming lounge in Rosebank, Johannesburg. “It’s a reflection of a broader cultural shift where self-care is no longer seen as exclusively feminine.”

“Getting involved in this industry was a way to champion a lifestyle where men embrace their individuality while upholding the art of dapper living. I wanted to create a space that goes beyond a haircut or shave, it’s about fostering community, confidence, and a sense of pride in self-care.”

Crystal Kruger, the national hair education manager at national male grooming group Sorbet Man, agrees that traditional views of masculinity have broadened to include self-expression and self-care. “Men now feel more comfortable embracing grooming as part of their identity without fear of judgement,” she says. “The modern man views grooming as a sign of confidence and professionalism.”

The prevalence of social media, where influencers and celebrities have exposed men to global trends in fashion and grooming, has also helped normalise these practices, she says. “Pop culture has made grooming aspirational, with men seeing the benefits of looking and feeling good as part of a lifestyle.”

For American-born, Joburg-based entrepreneur Zach Bucheister, 36, grooming is an important part of his overall well-being. “While historically, it’s not something that men are pushed towards, as you get a bit older, you no longer feel as good as you’d like to,” he says. “At this stage, you also become more confident in who you are and realise that taking care of yourself is a great thing to do. It makes you feel more comfortable in your own skin. My wife is a fan of me taking care of myself too.”

Riding a motorcycle around the city, he began to notice that his pores were becoming clogged and so connected with Jared Hines, Spinner’s business partner. “Bolton House has this male energy. They’ll be playing jazz or country music, and they have wood floors and pressed ceilings. It’s a vibe,” Bucheister says.

He’s since brought many friends to the establishment for their birthdays. “We have a little bonding time, a l’chaim, and a haircut or a treatment. Some of my friends spend more time there than I do. When my dad is in town, we always go there and have a chill.”

Bucheister says grooming is part of overall wellness. “You go to the gym because you want to take care of your muscles. You read because you want to take care of your brain. Looking after your skin or your overall appearance allows you to take care of yourself, providing relaxation and confidence.”

Hines, who has been in the spa industry for more than two decades, says that the rise of the metrosexual man was spurred by football star David Beckham in the early 2000s. Yet these days, grooming isn’t about being metrosexual, it’s about men finding a space where they feel comfortable. While there’s still some initial reluctance, he admits, once men try new treatments, they’re generally hooked.

Men often start with hairstyling or beard maintenance, and once they notice men having facials, manis, and pedis, they book those too – or their wives encourage them to try a treatment. Extending Bolton House beyond a grooming space to provide a lifestyle offering with poker evenings and upcoming whiskey tastings also helps draw in clientele.

His average client is around 40 and often in a high-powered position. “They’re influential guys, so for them, it’s about looking good, because also it portrays who they are in their position. They’ve realised that looking after themselves, being well groomed, and dressing well all comes together to actually make them more masculine.”

Prominent businessman Nachi Kay, 52, believes that following a regular grooming regimen is about ageing gracefully, having a healthy lifestyle, and maintaining a professional image. “It’s important to take care of yourself because even though you can’t beat ageing, you can look and feel better as you grow older,” he says. Though Kay has observed the increasing popularity of male grooming among younger men, he thinks it’s a rarer practice within his age group.

“However, I’ve always been fit and strong – it’s important. I’m a father and a husband and I employ many people, and I need to be around to do all this. Grooming is part of looking after myself.” From microneedling to waxes, facials, and massages, he says he always feels and looks a lot better after these treatments.

“It helps me to deal better with what is a very busy life,” he says. Quoting a friend who says that each kilometre of his daily runs gives him another minute with his grandchildren, Kay says we need to take care of ourselves while we still can.

Ahmed Joudi is the owner of Urban Men, a network of men’s grooming salons in Cape Town which has a substantial Jewish clientele. He says that in some instances, men are now taking more care of their appearance than their female counterparts. “In the old days, men found it difficult to book these hair and other grooming services in different stores, so we offer all of it in one place.”

Depending on their age, profession, and culture, each man finds his own way to look good, Joudi says. “Younger guys like something funkier, whereas the man in the office doesn’t want to look different, he wants to look clean and stylish.”

He says manis and pedis for men aren’t about colour, rather about tidying up and buffing the nails to make them look neat. Waxing is often done for nose and ear hair. “It’s about being presentable.”

“Ultimately, male grooming is a reflection of evolving societal norms, modern expectations, and the understanding that taking care of oneself is a fundamental part of living well,” says Kruger.