💅 via dazedbeauty
At the Tranquility Beauty Salon, in South Woodford, the faces of this New Masculinity congregate, coming in for treatments. Leanne has been a beauty therapist at Tranquility for the best part of nine years. She’s noticed both a considerable increase in male clients in the past five years, but also a change in how comfortable they are in the salon environment.
“We see a lot of guys who travel for work, people who work in security and areas like that,” she says. “As soon as they get back we get a call: ‘Are you available for a manicure? Eyebrow shape? eyelash tint?’” Many of them are influenced by men in the media who outwardly embrace grooming. If there was a time when David Beckham’s haircut made column inches, consider last summer's World Cup when a team of barbers flew to Russia to provide the entire team with fades before every game.
Sam, who I meet at Tranquility, is also a boxer. When we meet at the salon he’s a few weeks away from a big fight, so is training hard and curbing his eating in order to drop weight. He’s typically masculine in many respects – athletic, muscular, a gentle cockney swagger – yet has a weekly haircut, has his eyebrows shaped on a monthly basis and visits sunbeds as many as three times a week, . He claims his interest in grooming isn’t unusual in boxing circles.
Sam admits he gets some flack, mostly from blokes of his parents’ generation or above. “Yeah, a lot of the older generation are like, ‘What’s the matter with you? You pansy’,” he says. “I’m like: ‘I like to look good. What’s your problem?’” He says his dad was similarly sceptical until recently, when they stopped at a tanning salon on the way back from training and Sam convinced him to have a go on a sunbed. “He’s been back twice since… on his own.
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