Table of Contents
STERLING, Ill. — Wahl has been the leader in the professional and home grooming category since 1919, with the invention of the first practical electric hair clipper.
Today, the company has over 4,000 employees worldwide. “Men’s grooming has evolved significantly in recent years, with a greater emphasis on skin care and an expanded approach to daily routines. More men are incorporating beard oils, balms and other skin care products into their regimen, recognizing that proper care enhances both appearance and comfort,” says Zach Wyer, Wahl’s senior director of marketing communications.
“At the same time, there has been a resurgence of classic hair and facial hairstyles. Timeless looks such as pompadours, crew cuts, quaffs and mustaches have made a strong comeback, moving from niche or vintage aesthetics into mainstream style. Notably, mustaches are becoming more elaborate, with bold styles gaining popularity beyond just artistic or quirky circles,” he continues.
He adds that precision grooming continues to be a major focus, with men seeking tools that offer greater control and versatility. “This trend extends beyond facial hair, as more consumers look for solutions tailored to full-body grooming. The demand for innovative, high-performance tools has driven the development of advanced trimmers and shavers that cater to these evolving needs.”
Wyer notes that the drug channel has played a key role in expanding access to men’s grooming products, particularly in beard care and skin care. “Retailers have been early adopters in recognizing the demand for high-quality grooming solutions, leading to a more robust selection of beard oils, balms and specialized skin care items on their shelves. This accessibility has helped encourage more men to explore and adopt comprehensive grooming routines.”
He explains that consumers today expect grooming tools that combine precision, durability and convenience. “For example, cordless and waterproof options have become especially popular, allowing for greater flexibility and ease of use. Additionally, while sustainability is a growing consideration — particularly among younger consumers and women — many men are also starting to look for long-lasting, eco-friendly products.”
He explains that Wahl continues to innovate to meet the evolving needs of today’s grooming consumers. “Our newly launched line of beard care products, available at CVS, provides high-quality solutions to keep facial hair healthy and well groomed. For those seeking a precise and multipurpose grooming experience, our Pro Series High Visibility Cordless Beard Trimmer is designed for beards, touch-ups, body grooming, meticulous detailing and shaving. With multiple interchangeable heads, including our cutting-edge Forever Blade, this trimmer delivers a smoother, cooler cutting experience while maintaining long-lasting sharpness. Additionally, our Manscaper line offers comprehensive head-to-toe grooming solutions, ensuring men have the right tools for every step of their routine. Whether it’s styling, trimming or full-body grooming, Wahl provides innovative and reliable options to support their needs.”
Wyer concludes that innovation is at the core of Wahl’s mission, and the company is always developing the next generation of grooming solutions. “We closely follow industry trends and consumer preferences to ensure our products continue to meet evolving demands. Sustainability is also a growing focus for us, as we explore ways to make our grooming tools even more efficient, long-lasting and eco-conscious. Stay tuned for exciting new launches in the near future.”
