With a greater number of brands joining the men’s grooming sector, it is not uncommon for salons to specialise in male-only treatments.
Men’s grooming is fast becoming one of the most dynamic fields in South Africa and according to a BBC report, it’s characterised by frequent product launches, brand entrants and a growing clientele.
When it comes to catering to the needs of men’s appearances, local businesses in Stellenbosch, like The Groom Room, specialise in more than just traditional hair care.
According to the owner, Jeremy Weber, The Groom Room offers an array of services including hot towel shaves, nose and ear waxing, facial threading and facial scrubs.
Founded in 2018, Weber says the business was established to be a place for men to relax and enjoy being taken care of while keeping up with the latest trends.
“The Groom Room was born with the idea of offering the full grooming experience and educating our men about the latest grooming trends and products.”
“We spend about 30 minutes per client on average because we do our haircuts or any other service in three phases: prep and cut, cleanse and style. We also offer an ice-cold beer or perfectly made coffee with a smile while you wait.”
Weber (left) says he has seen a definite increase in retail sales with the most popular product being pomades and waxes for hair. PHOTO: Facebook
Weber believes the increase in the male grooming business is due to several reasons.
“I think Hollywood [and] social media has a very big influence on how men are seeing themselves in this day and age. Men also want the same look as celebrities and TV personalities; clean, shaven and slicked pompadour-style hair, which is why a lot of money is now being spent by men to get the same look. The hair and beauty industry has done a very good job of introducing some of the best male grooming products on the market today and that is why barbering has made a comeback.”
Retired high school teacher, Robert Brigton (67), shared his first-time experience with facials: “I have never had a facial before. For me, it sounded like something a woman might do. Even the mere talk of pre-wash facial scrubs made no sense to me at all.”
The Groom Room ensures its clients have the correct home-care products to recreate the barber look. Left: Andre Segals. PHOTO: Marecia Damons
Brigton says that in addition to wanting to look good for themselves, men also aim to impress their future partners: “I suppose in a lot of ways we are embracing the future right now. Gone are the days when it was only women who spent time in front of the mirror. Today, women are looking for partners who are also well-polished and manicured. And the men have gotten that message.”
Charleen McIntosh, a stylist at Guy’s Chop Shop believes there’s a rise in the male grooming industry because the majority of men know what they want when selecting a specific look.
With their male clients ranging from as young as 3 months up to 85 years old, McIntosh says they aim to cater to their unique needs while still meeting the needs of their female customers.
“We offer consultation, head massages, cutting and styling for men. But we are not just a barbershop, as we are a unisex salon. [Hence] offering to all, including hair colouring which men are venturing into.”
A client receives hair styling from Guy, owner and founder of Guy’s Chop Shop. PHOTO: Marecia Damons
Malcolm Searle (59), a regular client at Guy’s Chop Shop, says although he does not spend much time getting ready in the mornings, he still cares about his appearance.
“I’m a farmer in the Karoo, so in the summer I come here every six weeks and in the winter every eight weeks. I use Nivea cream on my legs for a R130 a month, shaving foam and Dove soap that’s R60 a month, [a] Schick razor lasts me about 4 weeks so that’s another R30.”
Searle also jokingly admits to using his wife’s facial cream.
Searle enjoys a hair wash and head massage from Gabriella Debeer. PHOTO: Marecia Damons
Searle says although there has been an increase in the amount of money men spend on looking good, the grooming aspect only happens in certain social groups: “I’ve noticed it amongst my sons but in my age group it’s going backwards. In the cities, yes, but in the platteland, no. That’s the honest answer.”