The Rise of “Soft Life” Grooming: US Men Embrace Skincare and Wellness Rituals
For decades, the archetype of male grooming was starkly simple: a bar of soap, a splash of aftershave, and perhaps a dollop of whatever moisturizer your wife or girlfriend had in the cabinet. The ideal man was rugged, weathered, and unconcerned with vanities beyond a clean shave and a neat haircut. But a profound cultural […]
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