The men's grooming aisle, once a lonely shelf of razors and aftershave, has become a genuine market in New York. Skincare regimens, fragrances, and grooming lines aimed at men are multiplying in shops from SoHo to the Financial District.

The fictional brand Ledger, which sells a pared-down skincare set for men intimidated by ten-step routines, credits simplicity for its growth. Its founder says the key was removing the jargon and the guesswork, not adding more products.

Retailers report that younger men in particular arrive already comfortable with skincare, erasing an old stigma. The category's rise reflects a broader shift, as grooming becomes just another form of self-care rather than a gendered exception.