Men’s Skin Health Trend: Vernon Kay Normalises Men's Skincare
The Untapped Revenue Potential of Loyal Male Clients
For years, skincare and wellness conversations have largely been positioned as female-focused. But that narrative is shifting - and it's going to continue to gather speed and potential new clients as it rises.
Broadcasters like Vernon Kay are helping to lead that change and his recent Instagram posts on his skincare routine and his first visit to a salon demonstrate his commitment to raising awareness of skin health with his fellow men. Vernon is a man who is proudly raising the banner for male health and wellbeing and as a guy in his 50's he's audience is learning that it's ok to look after yourself and, in fact, is the right thing to do. There shouldn't be embarrassment or shame attached to maintaining a healthy body whether that's your prostate or your skin.
Already known for speaking openly about men’s health, particularly prostate cancer awareness, Vernon has built trust with a male audience that has historically avoided conversations around wellbeing. Now, by sharing his own skincare journey on Instagram - openly admitting he doesn’t have it figured out - he’s stepping into a space that reflects a much bigger conversation. Check out Vernon's post on Insta
One that global trend forecasters, including WGSN, have already identified as a key direction for 2026 and beyond.
The Rise of Men’s Skin Health and Grooming
The global men’s grooming market is experiencing significant growth, with skincare becoming one of its fastest-expanding categories. However, this isn’t about vanity. It reflects a wider shift towards:
Preventative Health
Longevity and self-maintenance
Everyday wellbeing habits
Men are no longer just buying products online. They are beginning to seek professional advice, treatments and guidance.
And most importantly for the professional salon sector, they are looking to connect with businesses that can guide them with ease and confidence.
Redefining Masculinity in the Wellness Space
One of the strongest behavioural shifts identified in trend forecasting is the evolution of masculinity. Traditional barriers around appearance, self care and even asking for help are beginning to lower and we’re seeing the rise of more open conversations about health generally and an increasing awareness and acceptance that grooming and skincare can be part of a normal daily routine for men too.
When a nationally recognised figure like Vernon Kay speaks candidly about his own skin, it starts to removes stigma. It says:
You don’t need to be an expert. You just need to start.
From Overwhelm to Simplicity: What Men Actually Want
A key insight emerging across male consumer behaviour is the demand for simple, guided skincare routines. Many men:
Don’t know where to begin
Feel overwhelmed by choice
Avoid environments that feel unfamiliar
This is where your role as a professional becomes essential.
Clients aren’t looking for complexity. They’re looking for clarity. Men are far more black and white, logical and direct so your treatments and marketing need to speak this language.
Why Men Are a Loyal and Valuable Client Base
One of the most overlooked aspects of the male market is not just growth - but loyalty. Industry data consistently shows that once men find a service, product or professional they trust, they are highly likely to return.
In grooming environments such as barbershops, up to 80% of revenue comes from repeat customers
Many men prefer to stick with familiar providers, with behaviour driven by routine, consistency and trust
This creates a different type of client journey.
While some clients may explore and switch between providers, male clients are more likely to:
Stay loyal once comfortable
Rebook consistently
Build long-term relationships
An Untapped Market with Growing Spend
This loyalty becomes even more significant when combined with current growth trends.
The UK men’s grooming market continues to grow steadily
Male beauty spending is increasing at a faster rate than women’s
A growing number of men now use multiple grooming products as part of a regular routine
This isn’t a short-term spike. It reflects a longer-term behavioural change - men are moving from occasional grooming to consistent self-care habits.
What This Means for Salons, Clinics and Therapists
This shift isn’t a trend to observe. It’s a commercial opportunity to respond to. If men are becoming more open to skin health and professional treatments, the businesses that benefit will be those who:
Make Services Feel Inclusive
Reflect men in your marketing
Use language that feels welcoming and resonates with a male audience
Normalise men booking treatments
Lead with Education
Explain what treatments do
Focus on outcomes, not jargon
Position yourself as a guide
Offer Entry Points
Skin consultations
Express treatments
Combined treatment options
Create a Welcoming Experience
Remove assumptions
Keep communication clear
Avoid overwhelming first-time clients
The Bigger Shift: From Grooming to Health
What makes this moment particularly important is how closely it aligns with wider health conversations. From prostate checks to skincare routines, there is a growing narrative around men taking ownership of their health earlier and more proactively. This reframes treatments and services, not as indulgence, but as maintenance, prevention and long term wellbeing.
Why This Matters Now
According to global trend insights, the next phase of industry growth will come from new audiences entering the market and we've covered this previously in our Black History Month feature, where our contributors talked about how to welcome all tones of skin to your business. Men represent one of the most significant untapped segments in the beauty sector. They are observing, learning and beginning to realise that their skin condition does matter, but many are still waiting for a clear, comfortable entry point.
Final Thought
Vernon Kay isn’t positioning himself as an expert - he’s doing something far more important - he's opening a door for everyday men. He’s representing the man who doesn’t know where to start, may feel unsure or lack confidence in taking the first step. Those clients already exist in your local area. Men may not yet be the most visible clients in your business, but they are increasingly present, increasingly engaged, and once they find the right place, increasingly loyal.
The opportunity isn’t just to attract them. It’s to become the place they choose to stay.
Also we should say well done to Christina from @christina.louise.aesthetics who shared her experience and knowledge with Vernon.
References
Photo Credits
Vernon Kay Headshot - Brit Awards
Vernon Kay - Instagram Account
