Kenyan men embrace the glow-up: Grooming gets a masculine makeover
Once seen as a woman’s world, Kenya’s beauty and grooming scene is now witnessing a refreshing shift; men are confidently walking into salons, spas, and cosmetic stores in search of more than just a haircut.
The sound of clippers buzzing, the scent of aftershave in the air, and a well-lit skincare aisle stocked with beard oils and clay masks.
Once seen as a woman’s world, Kenya’s beauty and grooming scene is now witnessing a refreshing shift; men are confidently walking into salons, spas, and cosmetic stores in search of more than just a haircut.
From uptown Nairobi barbershops offering deluxe beard care and facials to Eastleigh cosmetic kiosks selling men’s moisturisers and serums, the modern Kenyan man is redefining self-care.
“I used to think skincare was for women,” says Collins Odhiambo, 32, a banker based in Nairobi.
“Back on campus, if you were seen applying lotion that wasn’t petroleum jelly, preferably ‘Arimis’ unscented, otherwise people joked you were too soft. But those mindsets are changing now, I'd say thanks to social media?”
Surprise facial gift
He recalls his turning point: a surprise facial gift from his girlfriend at a barbershop in Kilimani.
“At first, I was tense. I actually refused, but my girlfriend promised to come with me to make sure I got it done. Lying back with steam on my face, cucumber slices over my eyes? I almost laughed. But when it was done, I looked in the mirror and just said, ‘Wah!’ My skin was smoother, lighter, not just in complexion but in feel.”
That one experience sparked a journey.
Collins now follows a weekly routine that includes cleansing, exfoliating, and twice-a-week charcoal masks.
“It’s not even about vanity. I feel fresher, more confident walking into meetings. Honestly, it is such a self-esteem booster beyond beauty. And I have come to realise that grooming is hygiene, with some flavour.”
Uptick
Barbers across Nairobi confirm the uptick in demand.
“We’ve had to expand our services beyond shaving and trimming,” says Ali Noor, owner of a barbershop in Eastleigh.
“Most of our male clients now ask for steam facials, scalp treatments, and beard oils. Some even come in with photos of celebrities and ask for that ‘clean glow,’ accompanied with a haircut.”
The trend is not just in Nairobi.
In Nakuru, Mombasa, and even smaller towns like Karatina, cosmetic shop owners say men now buy everything from sunscreen to anti-ageing creams, and are even more cautious about brands to get and what products to begin with as a skin care beginner.
Josephine Wairimu, who runs a cosmetic stall in Nairobi CBD, has seen the shift firsthand.
“Beard growth oils, vitamin C serums, under-eye creams... these used to gather dust. But now I have men calling ahead to reserve them, now that I sell online on TikTok, even the shy ones can buy skincare and hair products, they have become hot sellers.”
So, what is driving this grooming wave?
Changing societal attitudes
Experts point to changing societal attitudes, digital influence, and wellness awareness among Gen Z and millennial men.
Social media platforms like TikTok and YouTube have made skincare tutorials and product reviews accessible to all, while celebrities and influencers openly share their routines.
Even relationships are playing a role, you know why, spa dates are becoming a thing.
“My girlfriend and I booked a couple’s spa package in Westlands,” says Brian Kimani, 27.
“I used to think it was soft life nonsense. But now I’m hooked, my skin feels amazing.”
Despite the growing enthusiasm, some stigma still lingers, particularly around men using products traditionally branded as ‘feminine.’
Walking into a beauty shop to buy a rose-scented body scrub or a moisturiser with pink packaging still raises eyebrows in some circles.
But many men are brushing that off with a shrug.
“At the end of the day, it’s about feeling good in your own skin,” Collins adds.
Interestingly, cosmetic brands are catching on. Some have started featuring men in their skincare and haircare campaigns, while others are going the minimalist route, removing gendered language and feminine visuals like flowers or models in gowns from their packaging altogether.
It is a subtle but powerful shift that is making the grooming aisle more welcoming to all.
As gender lines blur in the beauty industry, Kenya’s grooming culture is expanding to be more inclusive and unapologetically fabulous.
From the corner kinyozi to luxury spas, men are no longer just getting a trim; they are getting the full glow-up experience. Let them be.
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