The $97 Billion Men's Grooming Opportunity: How Traditional Salons Can Steal Market Share from Barbershops

I'll never forget the moment it hit me. I was sitting in my friend Marcus's upscale salon in downtown Portland, watching her team work their magic on a steady stream of female clients, when a guy in his thirties walked in asking for a simple haircut. The awkward pause that followed was telling—Marcus scrambled to find someone available, but you could sense the uncertainty. The guy left to find a barbershop instead.

That's when Marcus turned to me and said, "I'm losing money every day, aren't I?" She was right. While her salon was perfectly equipped to handle advanced color treatments, keratin smoothing, and luxury spa services, she was watching a massive revenue stream walk out the door simply because she hadn't positioned her business to capture it.

If you're a salon owner feeling this same frustration, you're not alone. The men's grooming market has exploded into a $97 billion opportunity, and traditional barbershops are claiming the lion's share while salons sit on the sidelines. But here's what most people don't realize: salons are actually better positioned to dominate this space—if they know how to make the right moves.

What exactly is the $97 billion men's grooming opportunity for traditional salons?

The $97 billion men's grooming opportunity represents the total global market value of male-focused personal care services and products—and it's growing at 8.9% annually. For traditional salons, this opportunity lies in leveraging their existing infrastructure, advanced service capabilities, and professional licensing to capture male clients who are increasingly demanding more than basic haircuts and beard trims.

Unlike barbershops, which are limited in scope, salons can offer comprehensive male grooming services including advanced skincare treatments, color correction, chemical services, and luxury wellness experiences that command premium prices. The key is repositioning your existing capabilities to appeal to the modern male consumer who's willing to pay for quality and convenience.

Let me walk you through exactly how this works and why now is the perfect time to make your move.

Why the men's grooming boom matters for salon owners right now

The numbers tell a compelling story. The global men's grooming market reached $90.7 billion in 2024 and is projected to hit $153.6 billion by 2033. But here's what really caught my attention when I dug into the data: skincare and hair styling are the fastest-growing segments, with skincare alone growing at over 8% annually.

This isn't just about guys wanting a trim anymore. Today's male consumers are embracing comprehensive self-care routines. They're booking facials, investing in anti-aging treatments, and yes—they're even getting highlights and keratin treatments. The problem? Most of them don't think of salons as the place to get these services.

I learned this firsthand when I started consulting for salon owners across the country. Time and again, I'd see the same pattern: salons struggling with revenue plateaus while boutique "men's spas" (which are really just upscale barbershops) were booked solid at premium prices.

The opportunity is massive because barbershops have a fundamental limitation—they can't legally offer many of the high-margin services that salons specialize in. While a barbershop can cut hair and trim beards, they can't perform chemical services, advanced skincare treatments, or most spa services that require esthetics licensing.

The three market shifts working in your favor

Shift 1: The "Metrosexual 2.0" Consumer The modern male grooming consumer isn't just interested in looking good—he's interested in feeling good. This means they're open to services like scalp treatments, hand care, and even subtle cosmetic enhancements. I've watched salons successfully introduce services like eyebrow shaping, gray blending, and hydrating facials to male clients who never would have considered these services five years ago.

Shift 2: Premiumization and Time Efficiency Men are willing to pay premium prices for efficient, high-quality service. They don't want to spend two hours getting pampered, but they'll happily pay $150 for a 45-minute "executive package" that includes a cut, scalp treatment, and quick facial. This plays directly to salons' strengths in service bundling and operational efficiency.

Shift 3: The Wellness Integration The line between grooming and wellness has blurred significantly. Male consumers are increasingly viewing grooming as part of their overall health and wellness routine. This opens the door for salons to position services as stress relief, self-care, and professional enhancement rather than just "beauty treatments."

How does capturing the male grooming market actually work in practice?

The key to capturing male grooming market share isn't about completely overhauling your salon—it's about strategically repositioning and repackaging what you already do. I've helped dozens of salons implement this approach, and the most successful ones follow a three-phase strategy.

Phase 1: Service Repackaging and Menu Design Start by auditing your current services through a male lens. That deep conditioning treatment? Rebrand it as a "scalp detox." The express facial? Call it a "skin reset" or "professional prep treatment." I worked with a salon in Chicago that increased male bookings by 40% simply by renaming their services and adjusting their marketing language.

Create service bundles that appeal to male priorities: efficiency and results. The "Power Hour" (cut, style, and scalp treatment), the "Executive Refresh" (cut, beard trim, and express facial), or the "Weekend Reset" (cut, color touch-up, and stress-relief treatment) are all examples of successful packages I've seen implemented.

Phase 2: Environment and Experience Optimization You don't need to redesign your entire salon, but small environmental tweaks make a big difference. One of my clients simply added a separate seating area with leather chairs and business magazines, created a dedicated men's retail section, and trained staff to offer beverages and discuss sports or current events during services.

The booking experience is crucial. Men typically prefer online booking and don't want to feel like they're interrupting a "women's space." Clear messaging on your website and social media that welcomes male clients goes a long way.

Phase 3: Staff Training and Specialization This is where the magic happens. Designate specific team members as your "men's grooming specialists" and invest in training them on male-specific techniques, communication styles, and service preferences. Men often prefer direct, consultative conversations about their hair and skin concerns rather than casual chat.

I've found that male clients respond well to stylists who can explain the "why" behind recommendations—why a particular cut will work with their hair type, why a specific product will solve their scalp issues, or how a treatment will help them look more professional.

What are the main benefits and potential challenges of targeting male clients?

The Benefits: Higher Margins and Loyalty

From a pure business perspective, male clients offer several advantages. First, they tend to be less price-sensitive when they find a service provider they trust. I've seen salons successfully charge 20-30% more for male-focused service packages compared to equivalent women's services.

Male clients also tend to be more decisive and loyal. Once they find a salon that understands their needs, they're likely to become regular clients and refer their friends. The lifetime value can be substantial—I know salon owners who've built waiting lists for their male-specialist stylists.

The retail opportunity is significant too. Men are often willing to purchase entire product lines when they trust the recommendation, rather than picking and choosing individual items. This can substantially boost your retail revenue per client.

The Challenges: Different Expectations and Learning Curves

The main challenges revolve around understanding male consumer psychology and service preferences. Men typically want faster service, clearer communication, and more predictable experiences. They're less likely to tolerate long wait times or unclear pricing.

There's also a marketing challenge. Many men simply don't think of salons as a place for them, so you need to be deliberate about changing that perception through targeted outreach and referral programs.

Some salon owners worry about alienating their female clientele, but I've never seen this happen when the approach is handled thoughtfully. The key is addition, not replacement—you're expanding your market, not changing your core business.

When should you prioritize capturing male market share?

The timing for this pivot depends on your salon's current situation, but there are clear indicators that suggest when it makes the most sense.

Ideal Timing Scenarios:

• Your salon is experiencing revenue plateaus with existing female clientele
• You have available appointment slots during traditional "off-peak" times
• You're located in an area with high concentrations of professional men (business districts, upscale neighborhoods)
• Your team has capacity for additional training and service specialization
• You're already licensed for esthetics and advanced services

Market Timing Factors: The men's grooming market is still in rapid growth phase, which means early movers have a significant advantage. I've noticed that areas without established "men's spa" competitors offer the biggest opportunities for traditional salons to capture market share.

Seasonal timing matters too. I typically recommend launching male-focused services in September or January—times when men are thinking about professional image and self-improvement goals.

What mistakes should you avoid when targeting the male grooming market?

I've watched salons make some costly mistakes when trying to capture male clients. Here are the big ones to avoid:

Mistake 1: The "Build It and They Will Come" Approach Simply adding "men's cuts" to your menu isn't enough. You need deliberate marketing, staff training, and service design. I worked with a salon that spent six months wondering why they weren't getting male clients, only to realize they'd never actually told anyone they wanted to serve men.

Mistake 2: Trying to Make Men into Female Clients Men have different service preferences, communication styles, and priorities. Trying to give them the same experience you provide to female clients often backfires. They typically want more consultation, clearer timelines, and less small talk during services.

Mistake 3: Competing Only on Price The male grooming market isn't a race to the bottom. Men are willing to pay premium prices for superior service and results. Positioning yourself as the budget option often attracts price-sensitive clients who aren't loyal and don't generate strong retail revenue.

Mistake 4: Neglecting the Digital Experience Men are more likely to research services online, read reviews, and book appointments digitally. If your online presence doesn't clearly communicate that you welcome and specialize in male clients, you're missing a huge opportunity.

Mistake 5: Inconsistent Service Quality Male clients tend to be less forgiving of inconsistent experiences. If you're going to target this market, you need systems in place to ensure every male client gets the same high-quality experience, regardless of which team member serves them.

The service blueprint: High-value offerings that barbershops can't match

This is where salons have their biggest competitive advantage. While barbershops are limited to basic cutting and styling services, salons can offer a comprehensive menu of high-margin services that require professional licensing and advanced training.

Advanced Skincare Services Men's skincare is the fastest-growing segment of the grooming market, and it's territory that barbershops simply can't enter. Services like deep-cleansing facials, microdermabrasion, chemical peels, and anti-aging treatments command premium prices and create loyal, recurring clients.

I worked with a salon in Denver that introduced a "Executive Skin Program"—a monthly facial package targeting professional men concerned about aging and stress. Within six months, they had a waiting list and were generating an additional $8,000 monthly in recurring revenue.

Color and Chemical Services This is huge and completely overlooked by most salon owners. Men are increasingly interested in gray coverage, subtle highlighting, keratin smoothing treatments, and even fashion colors. These services command high prices and require the advanced training that salon professionals already have.

The key is positioning. Instead of "highlights," offer "dimensional color enhancement." Instead of "gray coverage," provide "professional image optimization." The service is the same, but the messaging resonates with male priorities.

Wellness and Stress-Relief Services Scalp massages, hand treatments, and stress-relief services appeal strongly to professional men dealing with high-pressure careers. These services have excellent margins and can be easily integrated into standard cut and style appointments.

Technology and systems: The operational backbone of male client success

Here's where things get really interesting from an operational perspective. Successfully capturing male market share requires systems that can handle different booking patterns, service preferences, and communication styles.

Male clients typically prefer online booking, want clear time estimates, and expect efficient service delivery. They're less likely to tolerate last-minute changes or unclear pricing. This means your booking and client management systems need to be more precise and automated than traditional salon operations might require.

The most successful salons I've worked with use integrated management software that can handle complex service bundling, automated reminder systems, and detailed client preference tracking. When a male client books his second appointment, the system should already know his preferred stylist, usual services, product preferences, and timing requirements.

Client retention in the male market is heavily dependent on consistency and personalization. The salons that excel in this space use technology to create detailed client profiles that include everything from hair growth patterns to preferred conversation topics.

For inventory management, male-focused retail requires different product lines and stocking strategies. Men tend to purchase complete systems rather than individual products, which means you need bundling capabilities and different inventory turnover planning.

Marketing strategies that actually work for attracting male clients

Traditional salon marketing doesn't work for male clients. I learned this the hard way when I helped a salon spend $3,000 on Facebook ads targeting men, only to get zero bookings. The problem wasn't the platform—it was the message and approach.

Referral Programs and Word-of-Mouth Men are heavily influenced by recommendations from other men. The most effective marketing strategy I've seen is creating referral incentives that reward existing male clients for bringing friends. One salon I worked with offers a free service upgrade for every successful referral, and it's generated more male clients than all their digital marketing combined.

Professional and Corporate Partnerships Partner with local businesses, law firms, real estate companies, and other professional service providers. Offer group packages or corporate accounts that make it easy for busy professionals to book services. I've seen salons successfully partner with high-end gyms, country clubs, and business networking groups.

Content Marketing and Education Men respond well to educational content about grooming, professional image, and self-care. Create content that addresses specific concerns like thinning hair, stress-related skin issues, or maintaining a professional appearance. Position your salon as the expert resource for male grooming in your area.

Measuring success and optimizing your male client strategy

The metrics for male client success are different from traditional salon KPIs. While female clients might be measured on frequency of visits and service variety, male clients should be evaluated on consistency, average ticket size, and retail attachment rates.

Key metrics to track include:

• Average time between appointments (should be 4-6 weeks for cuts, monthly for ongoing treatments)
• Service bundle adoption rates
• Retail revenue per male client
• Referral rates from male clients
• Online review and rating trends

The most successful salons I've worked with see 15-25% of their revenue coming from male clients within 12-18 months of implementing a focused strategy. The clients tend to have higher average ticket sizes and better retention rates than the overall client base.

Common Questions About Capturing the Male Grooming Market

How long does it take to build a male clientele? 

Most salons see initial traction within 3-4 months and significant revenue impact within 12-18 months. The key is consistency in marketing and service delivery during the early phases.

Do I need to hire male stylists to attract male clients? 

Not necessarily. Many successful male-focused salons are staffed entirely by women. What matters more is training, communication style, and understanding male client preferences.

What's the average ticket size for male clients compared to female clients? 

In my experience, male clients have 20-30% higher average ticket sizes when services are properly bundled and positioned. They're also more likely to purchase full retail product lines.

How do I price male services compared to female services? 

Price based on value and time, not gender. Male-focused service bundles often command premium prices because of the convenience and specialization factor.

What if my existing female clients don't like the changes? 

I've never seen female clients leave because a salon started serving men, provided the changes are additions rather than replacements. Most appreciate the expanded services and professional atmosphere.

How important is the physical space and decor? 

Less important than you might think. Small touches like appropriate seating, reading materials, and product displays matter more than major renovations.

What products should I stock for male clients? 

Focus on multi-functional, professional-grade products with clean, masculine packaging. Men prefer systems and bundles over individual specialty products.

How do I train my staff to work with male clients? 

Focus on communication style, consultation techniques, and understanding male hair and skin differences. Most technical skills translate directly.

What's the best way to handle scheduling for male clients? 

Men typically prefer shorter appointment windows, online booking, and consistent timing. Build these preferences into your scheduling system.

Should I create a separate men's area in my salon? 

Not necessary, but a dedicated men's retail section and appropriate seating can help male clients feel more comfortable.

The bottom line: Your competitive advantage is waiting

The $97 billion men's grooming opportunity isn't just a trend—it's a fundamental shift in how men think about self-care and professional image. Traditional salons have every advantage they need to capture significant market share, but only if they act strategically and deliberately.

Your salon already has the licensing, skills, and infrastructure to offer services that barbershops simply cannot provide. The question isn't whether you can compete—it's whether you'll position yourself to win while the market is still developing.

I've seen too many salon owners wait on the sidelines while boutique barbershops and "men's spas" capture revenue that should rightfully be theirs. The salons that are moving now are building loyal male clienteles, increasing their average ticket sizes, and diversifying their revenue streams in ways that make them more resilient and profitable.

The opportunity is there. The market is growing. And your competition is still figuring out how to offer the comprehensive services that you already provide to female clients.

For salon owners ready to implement these strategies systematically, having the right operational infrastructure makes all the difference. DINGG's salon management platform provides the booking flexibility, client management capabilities, and analytics needed to successfully capture and retain male clients while maintaining your existing operations. The integrated approach to scheduling, client preferences, and service bundling can significantly accelerate your success in the male grooming market.

The $97 billion question isn't whether the opportunity exists—it's whether you'll seize it before your competitors do.