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Men’s grooming is booming

By: ToLewis, The Press Tribune
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Male grooming has become a global, multi-billion dollar industry that is growing by what some business managers say is an exponential rate. Adrian Balderas, 28, of Lincoln, said he thinks he knows why. “I think guys are a little more open to it,” he said. “And I think females are maybe pushing guys toward that.” Balderas said he first began getting his eyebrows waxed after his ex-girlfriend suggested it, and he hasn’t stopped since. “I definitely believe that there is a growing trend here,” said Toney Sebra, who plans to open up a new men’s concept salon, Roosters, with his wife Megan in Roseville next month. Roosters is an “upscale men’s grooming concept” that has been around for about seven years and recently began growing as a franchise. The company, which operates about 53 salons right now across the nation, was recently purchased by Regis, the biggest salon conglomerate in the world, Sebra said. Sebra said the company expects the number of open stores to surpass 90 by the end of this year, with the rights already sold to develop more than 200. Susan Stiber, owner of European Wax Center in both Roseville and Granite Bay, said some salons are now offering almost as many services for men as are available for women. “It’s become very acceptable for men to have their eyebrows done,” Stiber said. “It’s not substantial, because it is still not as accepted for men, but we do have men that come in regularly.” Sebra says that men have ventured away from visiting traditional barber shops and either go to discount chains or they find themselves in female-oriented salons. The concept of Roosters aims to bring men back into a men-only environment that is reminiscent of the past, but in a delivery that is more upscale in nature and more modern in focus, Sebra said. “I think it is an underserved niche of the market,” Sebra said. “I definitely recognize there is an opportunity here to serve the male demographic in an environment that is unique.” Another concept store, The Art of Shaving, recently opened at the Westfield Galleria at Roseville, offering upscale shaving products and services, including what the company refers to as a “Barber Spa.” “The concept of a barber spa is a take on the barber shop of the past,” said store manager Katie Lensing. “It is all the things you expect but at a more luxurious level.” Lensing said she has noticed that men are taking more of an interest in caring for their skin, and overall grooming standards. “It’s definitely been a trend in the last year or two,” she said. “There aren’t a lot of places that are designated for men, especially like this.” Sebra said that men typically have only three options, short of cutting their own hair, when it comes to pampering — a barber, a discount shop or a female-oriented salon. He says that traditional barber shops typically specialize in only one style of hair cut, the buzz cut, while discount shops tend to have a high turnover rate for stylists. Toby Lewis can be reached at tobyl@goldcountrymedia.com. Follow him on Twitter @TobyLewis_RsvPT.