In September 2024, the men’s grooming industry witnessed a revival of traditional masculinity, marking a stark contrast to the previous focus on inclusivity and diversity. This resurgence is reflected in the recent surge of fragrance launches that emphasize classic, bold scents and no-nonsense marketing, drawing inspiration from heritage masculinity—strong, robust, and timeless.
This shift in grooming preferences has sparked a broader conversation around masculinity and identity, influencing not only the products men use but also how they perceive and express themselves through scent, style, and self-care routines.
Traditional Masculinity in Fragrance
One of the most notable trends in 2024 men’s grooming is the growing popularity of traditional fragrances. While the industry had moved toward more inclusive and unisex offerings in recent years, many brands have embraced heritage scents, such as woody, spicy, and citrus-based notes, which evoke a sense of strength, confidence, and assertiveness.
Fragrance houses have introduced bold, classic colognes with deep undertones of leather, tobacco, and oakmoss, often marketed with imagery of rugged masculinity and powerful personas. These releases signal a return to form after the rise of lighter, more modern, and gender-fluid scents that dominated the past decade.
Brands like Tom Ford and Creed have embraced this shift with the reintroduction of vintage-inspired scents and luxury packaging, appealing to men seeking to evoke a sense of timelessness and tradition through fragrance.
Bold Marketing and Reinforcing Gender Norms
Alongside these fragrance trends, marketing campaigns for men’s grooming products have also taken on a bolder, more traditionally masculine tone. Advertisements emphasize strength, self-reliance, and rugged masculinity, often featuring stark visuals of men in traditional masculine roles, such as working with tools, outdoor adventures, or classic, tailored suits.
This shift contrasts with the previous era of inclusive campaigns that focused on diversity, body positivity, and breaking down gender norms. While those movements are far from gone, the 2024 men’s grooming market has seen a rising interest in products that celebrate a more traditional vision of masculinity, aiming to connect with men who want to express their classic identity through grooming choices.
A Broader Societal Conversation on Masculinity
This resurgence of traditional masculinity in grooming is not happening in a vacuum. It is part of a larger societal conversation about masculinity and identity in today’s world. As conversations about gender, expression, and role expectations continue to evolve, some men are looking for ways to reconnect with heritage ideals of masculinity, feeling that the pendulum has swung too far in terms of embracing fluidity and inclusivity.
This trend in men’s grooming is about more than just nostalgia—it represents a desire to anchor one’s identity in something that feels secure and timeless. For many, the classic masculine traits of strength, confidence, and assertiveness are qualities worth celebrating and reflecting in their grooming routines.
The Future of Men’s Grooming: Tradition Meets Innovation
While traditional masculinity is currently experiencing a renaissance in the grooming world, it is unlikely that this trend will erase the progressive strides made toward diversity and gender inclusivity. Instead, the industry seems to be embracing multiple expressions of masculinity, offering products that cater to both classic masculine archetypes and modern sensibilities.
In fact, innovation continues to play a key role in the evolution of men’s grooming, with brands combining heritage fragrances with advanced skincare formulas and eco-friendly packaging. The future of men’s grooming appears to be one where traditional masculinity exists alongside more fluid expressions of identity, providing men with a range of options to express their personal style and values.
Conclusion: A New Chapter in Men’s Grooming
The shift towards traditional masculinity in the grooming industry highlights the ongoing evolution of men’s self-care, blending heritage, confidence, and strength with modern innovation. As more brands release classic fragrances and bold, no-nonsense campaigns, it’s clear that today’s men are seeking products that allow them to express a more timeless, powerful version of themselves—one that resonates with their core values and personal identity.
With this emerging trend, the conversation surrounding masculinity and identity in the grooming industry remains multifaceted, offering men a diverse range of grooming options, whether they lean toward the classic masculine ideals or embrace more inclusive definitions of self-expression.
Source: Vogue Business – Men’s Grooming and Traditional Masculinity Trends
