Beauty

Masculinity makeover: Men, make-up & the new face of grooming

The ever-evolving grooming landscape gives rise to the unapologetic man who is writing his own narrative

08 March 2020 - 00:00 By Nokubonga Thusi

The grooming industry is at an all-time high, with signs of becoming a multibillion-dollar industry by 2020 as more men start to pay close attention to their appearance. The image of masculinity was previously a rigid one, favouring chiselled features and buff physiques over svelte frames and painfully good looks. But a new wave of men who keep up with the latest fashion trends is on the rise. These men prefer to sport silky smooth, hairless skin instead of being overly hirsute and maintain comprehensive skincare routines while challenging old notions at every turn. From luxury brand houses to the more mass market, men have been given the licence to groom as the idea of being well groomed and conscious about one's appearance is no longer frowned upon or perceived solely as a metrosexual or even homosexual trait...

There’s never been a more important time to support independent media.

From World War 1 to present-day cosmopolitan South Africa and beyond, the Sunday Times has been a pillar in covering the stories that matter to you.

For just R80 you can become a premium member (digital access) and support a publication that has played an important political and social role in South Africa for over a century of Sundays. You can cancel anytime.

Already subscribed? Sign in below.



Questions or problems? Email helpdesk@timeslive.co.za or call 0860 52 52 00.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.