In the last two years, the bathroom mirror has stopped being the domain of women. Young men — armed with skincare serums, hair-growth devices and ever-expanding fragrance drawers — are rewriting the rules of male grooming.

“I used to grab whatever face wash was on offer. Now, I’m checking ingredients, saving TikToks about routines and actually budgeting for skincare,” says 24-year-old Martin, who works in the civil service and uses Horace face wash, Kiehl’s moisturiser and Malin + Goetz’s leather fragrance. “My mates and I send each other product links the same way we send gym tips. When someone says, ‘Your skin looks good,’ it feels great, like proof the effort is working.”

Across TikTok and Instagram, creators are helping to normalize a new, more expressive approach to men’s beauty. Fr

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