The Modern Groom’s Checklist Now Features Makeup Artists and Cosmetologists

For decades, weddings — though deeply significant for both partners — were widely viewed as the bride’s moment in the spotlight. Brides meticulously planned their looks, from elaborate outfits and jewellery to hair and makeup. Grooms, by contrast, often followed a far simpler routine: wear the outfit, tidy up, and be ready.

That dynamic is now shifting. Modern grooms are investing more thought and effort into their wedding-day appearance, embracing not only bolder fashion choices but also professional grooming and subtle makeup to feel confident and camera-ready.

After all, the wedding day belongs to them too — and many want to look polished both in photographs and in person.

The growing trend

Celebrity makeup artist Vibha Gusain observes that expectations around groom styling have evolved alongside the scale of contemporary weddings.

“Earlier, grooms only needed to look presentable and neat. But weddings today are grand, highly photographed events. With hashtags, reels, and even dedicated social media pages, grooms also want to look fresh and confident on camera,” she explains.

What grooms typically ask for

While demand for groom makeup is rising, preferences remain clear: most men want a natural, understated finish.

“Grooms don’t want to look like they’re wearing makeup,” Gusain says. “They usually ask to conceal dark circles, even out acne marks, and remove excess shine. We use matte products, style their hair, set the beard, and aim for a refined, polished version of their natural look.”

The focus, she adds, is on enhancing rather than transforming.

In terms of pricing, groom makeup packages often mirror bridal services. Depending on the artist and the level of styling involved, costs can range from roughly Rs 10,000 to Rs 50,000.

Pre-wedding grooming for men

Beyond wedding-day touch-ups, many grooms-to-be are also adopting structured pre-wedding grooming routines.

Dr Shireen Furtado, senior consultant in medical and cosmetic dermatology at Aster CMI Hospital, Bengaluru, notes a steady increase in male clients seeking professional treatments.

“Many opt for facials, hair therapies, skin brightening procedures, and grooming packages. Some also choose body treatments like anti-tan therapies,” she says. “Clients frequently schedule multiple sessions in the weeks before the wedding to ensure their skin and hair are at their best.”

This reflects a broader cultural shift, where male grooming and self-care are increasingly normalized.

A new approach to self-care

Gusain points out that modern grooming culture has expanded well beyond basic haircuts.

“Men today are far more aware of skincare, facials, manicures, pedicures, beard styling, and hair treatments. Makeup is simply an extension of that self-care mindset. Everyone wants to look like the best version of themselves.”

Interestingly, she adds, brides sometimes encourage hesitant grooms to consider light touch-ups — particularly for photography and video.

Confidence over convention

For grooms uncertain about professional makeup, experts emphasize that the goal is not to appear “made up,” but to feel confident and comfortable.

Wedding-day grooming, much like fashion, is ultimately a personal choice. If subtle enhancements help someone feel more self-assured on a once-in-a-lifetime occasion, that alone can justify the decision.

After all, it is their big day too.