Once upon a time, the average Nigerian man used bar soap for everything, face, body, hair, maybe even his car. Today? He’s getting facials, booking mani-pedis, tinting his beard, and asking his barber about texture sprays.
Yes, the boys have entered the beauty chatand they didn’t come emptyhanded. They came with premium beard oils, skincare routines, and fully funded self-care budgets.Across states, new-age Nigerian men are investing heavily in their looks. High-end barbershops now feel like private lounges. Male skincare brands are popping up on Instagram. There’s a growing market for hypermasculine beauty brands packaged in sleek black bottles, endorsed by influencers, and priced like cologne.
WHAT’S DRIVING THE GLOW-UP?
Social Media Pressure
If you’re showing face on Instagram, it better be giving clear skin and clean beard energy. In these times of selfies, Reels, and #MensFashion, even the “lowkey” guys are investing in their appearance. Likes aren’t freeand neither is looking fresh.
Corporate Image Culture
Presentation is no longer just for women in the office. Tech bros, creatives, and even bankers are realising that looking good can open doors. A glowing face says “I have range.” A well-groomed beard says “Trust me with your pitch deck.”
Romantic Expectations
Nigerian women are no longer tolerating cracked lips, flaky skin, and only water as a skincare routine. If the ladies are exfoliating, double cleansing, and masking at night, they expect their men to show some effort too.One-sided glow is now officially unattractive.
THE NEW MALE GROOMING KIT
Beard Oil (But Make It Premium)
No more coconut oil from the kitchen. Today’s beard oils come with argan, jojoba, tea treeand branding that screams masculinity. Beards are now curated, brushed, lined, and nourished daily.
Toner and Serum
Yes, men have pores too. With more guys experiencing acne, hyperpigmentation, and oily skin, skincare is no longer a secret women keep to themselves. Toner, serum, and SPF are the new tools of the sharp man.Watch him pretend not to know what hyaluronic acid is—he does.
Fragrance Layering
It’s not just about spraying perfume after a bath anymore. Now they’re layering: scented body wash + matching lotion + cologne = olfactory intimidation. The right scent is part of the look, part of the mood, part of the date prep.Smell like a man who moisturises and pays for therapy.
Brow Shaping, Facials & Mani-Pedis
The high-end barbershops in Lagos aren’t just for haircuts. They offer steam facials, blackhead removal, under-eye treatments, and brow clean-ups. And men are booking these services on purpose, not just as add-ons.Soft life isn’t just for the babes anymore.
“For Men” Packaging (But It’s Basically the Same Cream)
Let’s be honest: half the products in the “men’s” aisle are just women’s formulas in charcoal black bottles with names like Steel, Night Storm, or Alpha Charge. But it worksbecause many men feel more comfortable when the product screams testosterone.As long as he’s using sunscreen, we’ll allow the branding.
