Glow Bros Men's grooming market booms

Shaping the male beauty scene are Allies Of Skin's Nicolas Travis and French pedicure master Bastien Gonzalez

- Louisa Lim

Male grooming has come a long way from a quick shave and a spritz of cologne.

These days, the modern man is as likely to have a multistep skincare routine as he is to own more serums than his girlfriend or wife.

What was once a niche concern has become mainstream, as institutions as unexpected as a Japanese police academy have begun incorporating make-up training into their curriculum. Fukushimaken Keisatsugakko made headlines in January for introducing it to 60 male and female police cadets approaching graduation, emphasising the importance of maintaining a professional appearance.

Businesses have taken notice. According to German business intelligence platform Statista, the global male grooming market was valued at nearly US$80 billion (S$107 billion) in 2022 and is projected to grow to US$115 billion by 2028.

To explore this evolving landscape, The Straits Times speaks to movers and shakers shaping the men's grooming scene at home and beyond.

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Less than a decade ago, the name Nicolas Travis would not have rung a bell. Today, the 37-year-old Singaporean is one of the most sought-after figures in the global skincare scene, trusted by Hollywood A-listers and top fashion houses alike.

When he speaks to The Straits Times on Jan 27, the founder of home-grown skincare brand Allies Of Skin is en route to Changi Airport, squeezing in the conversation before his flight.

"I'm on my way to Los Angeles now," he says, as if jetting across continents is as routine as a morning coffee run.

This time, his destination is not just another celebrity client's dressing room. It is the backstage of the Oscar de la Renta Fall/Winter 2025 runway show, where his expertise will help models achieve that coveted glow before they hit the catwalk.