This wedding season, grooms are no longer content to just suit up and show up — they’re getting polished, prepped, and camera-ready, with a growing number embracing makeup, manicures, skincare, and even cosmetic procedures for their walk down the aisle.
According to new data from Pinterest, the modern groom is redefining wedding-day beauty standards. Searches for “groom makeup” rose 42% over the past year, while searches for “men’s nails” jumped a staggering 110%. Social media content mentioning men’s beauty and weddings also increased by 31% across Instagram and TikTok in 2025, according to influencer marketing agency Billion Dollar Boy.
“This shift reflects how men are more widely embracing and investing in their appearances beyond traditional grooming,” says Naureen Mohammed, director of consumer packaged goods at Pinterest UK. “Beauty is no longer just a bridal moment — it’s becoming a universal form of self-expression.”
From Skin Prep to Full Glam
Makeup artist Damilola Adejonwo, who specializes in male grooming, has noticed two distinct camps among his clients: minimalist grooms who want to look their best on camera without appearing overly made up, and LGBTQ+ clients who opt for bold, full-glam aesthetics.
“For many heterosexual grooms, it’s their first time wearing makeup,” says Adejonwo. “It’s usually a natural look — just skin prep, oil control, and a bit of powder. But for some LGBTQ+ clients, there’s full contour, lashes, and the works.”
Influencer and author Charlie Michael Baker, recently engaged, says both he and his partner plan to wear makeup at their wedding. “It’s a glam event — we’re in the era of high-res photos and social media, so everything’s on display,” says Baker. “My partner will keep it light, maybe just some concealer. But I’ll wear more coverage to hide psoriasis flare-ups.”
Adejonwo emphasizes that making male clients comfortable is key. “You ask questions: do they want coverage? Do they want their skin texture to show? It’s about subtlety and making sure they still feel like themselves.”
His approach blends 80% skincare with 20% makeup — prioritizing longevity and oil control. “Men generally sweat more and have oilier skin, so I use mattifying primers and powders. The goal is: no visible makeup line, just healthy-looking skin.”
Beyond Makeup: The Rise of Grooming Rituals
Many grooms aren’t stopping at makeup. They're investing in facials, brow grooming, and even manicures. “We’re seeing a rise in men caring about their skin, especially around big events like weddings,” says Marc Terlet, co-founder and CEO of French grooming brand Horace.
Horace’s top-selling items include their Mattifying Face Moisturiser and Purifying Face Cleanser — but Terlet notes a surprising surge in interest for serums, now accounting for 10% of the brand’s revenue.
Hair and beard grooming are also booming. “The beard shapes the face like contouring does,” says Adejonwo, who uses brow mascara, shadow, and hair fibres to fill sparse areas. Hair fibres in particular have gone viral on TikTok — a trend Baker says helped him sell over 10,000 SKUs via TikTok Shop. There’s also more talk of surgical solutions like PRP and hair transplants.
Tweakments and Surgery on the Rise
Some grooms are taking things further. Cosmetic procedures, from ‘Brotox’ to jawline fillers and even facelifts, are becoming part of pre-wedding prep.
Plastic surgeon Taimur Shoaib, who operates clinics in London and Glasgow, says he’s seen a steady rise in male patients seeking facial rejuvenation before their big day. “Younger men want to correct features like prominent noses or ears. Older grooms are looking to age gracefully with eyelid surgery or facelifts,” he explains.
While brides typically plan cosmetic treatments months — or even years — ahead, grooms often book consultations last-minute. “It’s like Christmas shopping,” Shoaib jokes. “But I always tell them, you need time to recover. Plan ahead.”
Grooming, Gender Norms, and Cultural Shifts
Men’s beauty is increasingly positioned as a space of self-care and inclusivity, with brands like Fenty by Rihanna featuring men in campaigns from the start. However, the growing male interest in grooming exists alongside more controversial trends.
Former President Trump’s release of two signature fragrances (Victory 47 and Fight, Fight, Fight) has sparked debate over the commercialization of masculinity and a possible collision with beauty’s gender-neutral progress. On TikTok, “looksmaxxing” — an appearance-optimization trend popular in online manosphere circles — has gained steam, suggesting that beauty pressures are intensifying across the gender spectrum.
Baker sees this shift firsthand: “There’s pressure for men to look perfect. You don’t want a blemish showing up in someone’s wedding photos that get posted to Instagram. Even if you’re not famous, it’s like, ‘What if Sandra from the office sees that spot on your face?’”
Looking Ahead
Both Adejonwo and Terlet believe this is just the beginning of a broader cultural change. “In the next five to 10 years, I think male grooming at weddings will be as standard as getting a suit tailored,” says Adejonwo.
As brands pivot marketing strategies to reflect this trend — targeting grooms, not just brides — the modern wedding is evolving into a beauty moment for everyone.
