In recent years, the wedding beauty spotlight has expanded beyond the bride and grooms are increasingly owning their moment. From subtle skin enhancement to full grooming routines, many men are embracing beauty practices to feel confident and camera-ready. Below, we explore the trend, offer practical routines, share tips for subtle male makeup, and feature insights from makeup artists who work with grooms.

Why the Groom Makeup & Beauty Trend Is Growing

• According to Vogue Business, searches for “groom makeup” rose 42% in the past year, and posts referencing male beauty and nails have increased significantly.

• The shift reflects broader cultural changes toward gender-inclusive beauty norms, as well as the fact that wedding photos and videos are scrutinized more than ever.

• Men are not just getting haircuts and cologne—they’re investing in facials, skincare serums, beard grooming, tinted products, and even cosmetic treatments (e.g. Botox or fillers) to achieve sharper, more camera-friendly features.

• As one makeup artist Damilola Adejonwo notes, many male clients seek a “skin prep + powder + oil control” look, rather than dramatic makeup; some do opt for fuller glam, especially in LGBTQ+ weddings.

Groom Skincare & Pre-Wedding Grooming Routine

To ensure that makeup (if used) sits well, and the skin appears healthy and luminous, here’s a layered routine grooms can adopt in the months leading up to the wedding:

Additional tips:

• Use sunscreen always—even when indoors—since UV light affects skin tone.

• Don’t over-exfoliate or strip the skin; balance is key.

• Grooming is more than face: hands, nails, lips, and even ears/neck should be clean and cared for.

How to Speak to Male Makeup Subtly for Camera

When applying makeup on grooms, the goal is to enhance, not transform. Here’s how makeup artists approach it:

• Less is more: Use sheer or skin-tint products rather than heavy foundations; the aim is imperceptible enhancement.

• Correct first, then polish: Conceal dark circles, redness, or blemishes; then even tone with minimal coverage.

• Matte / soft finish: Use a translucent powder or mattifier in zones prone to shine (T-zone, nose). Avoid overly dewy finishes unless tailored to skin type.

• Beard & hair integration: For men with beards, makeup artists often feather product into beard edges to soften harsh lines. Hair fibers or tinted eyebrow / lash products may be used to fill sparse areas.

• Blending & lighting: Blend product well into skin, check under different light sources (natural light, flash) to avoid unnatural edges or color mismatches.

• Allow input & comfort: Many grooms will be new to makeup; the artist should explain steps, show swatches, and make the process comfortable.

Voices from Makeup Artists & Experts

Here are a few perspectives from professionals working with grooms:

• Damilola Adejonwo (male makeup specialist) notes that many grooms approach makeup tentatively. He emphasizes asking questions, listening closely to their comfort level, and focusing on subtle skin prep as many have never worn makeup before.

• In a bridal / groom makeup guide by Beauty Intervention, artists highlight key correction areas: skin tone, under-eye, blemishes, and balancing shine. They also note how male clients often want a quick, efficient session (15–20 minutes) rather than a full glam routine.

• One industry observation: “the groom definitely does not take as much time” as the bride’s makeup,  but logistical planning is essential (artists may need to relocate, schedule buffer times) to accommodate both.

Featured Image: Canva