SETTING THE BASED STANDARDS

From a three-in-one shampoo to hours of hair and skin care with natural products, men’s hygiene has transformed. What was once about feeling clean is now a full-blown conversation

The men’s grooming market has exploded in recent years coinciding with the hashtag ‘#looksmaxxing’, estimated to grow from $30.8 billion in 2021 to $67.2 billion by 2030, according to a report from Grand View Research. Looksmaxxing is a term on social media used toward the trend of physically improving as much as possible. This can range from skin care, hair styles, exercise, and good hygiene.

Because of this new trend, men’s hair routines now commonly include natural shampoo and conditioner, non-toxic styling products, and skin serums. At Paso Robles High School (PRHS), 69.6 percent of students who identify as male feel that hair and skin products are necessary, according to a survey of 46 Bearcats

Brands like BASED Bodyworks have surfaced at the center shift of the increase in men product consumption. Marketing themselves as a minimalistic, health-first product, the brand claims that their products contain no endocrine disruptors, synthetic dyes, or cheap fillers: all of which can lead to hormonal imbalances, skin irritation, or long term health issues, according to their website.

As of March of 2026, BASED holds #12 in Shampoo and Conditioner sets and #2 in Hair Root Lifting Powders on Amazon.
Non-toxic brands often replace preservatives to reduce harm in their consumers. Common components in non-toxic products are shea butter, jojoba oil, coco glucoside, glycerin, and aloe vera juice, all which share hydrating and protective properties.

on whether your hair is fluffy enough, your cologne is on-trend or your skincare is helping you rock a confident day.

Many traditional hair products contain ingredients like parabens (preservatives) and phthalates (often linked to fragrance stabilization), which aren’t necessarily harmful in small amounts, but aren’t considered healthy either. 45.7 percent of male Bearcats don’t research the ingredients in their products, half of which purchase their products off the shelf in stores.

Freshman Finn Railsback uses BASED as an essential for confidence. Railsback uses BASED Sea Salt Spray and Clay, both which have sold over 10 thousand units in February 2026 on Amazon, to achieve his every day hair style. Along with both of Railsbacks’ favorite products, BASED has sold over 40 thousand+ texture powder bottles in February of 2026 on Amazon as well. What started as a small business in 2022, has also sold 2.1 million units of product sold on TikTok Shop.

“People did take care of themselves before, just not as much as we do now. Social media influenced a lot of people to try to be better versions of themselves. I definitely feel more confident now that I take care of myself. Before, I just thought, ‘This is how it’s going to be,’ but now I know there are things I can do [to self improve],” Railsback said.

Men’s hygiene has evolved into a culture where men must appear hygienic to be masculine. Contrary to older generations where men had to be handy to be perceived attractive, social media has made looksmaxxing a necessity for any occasion.

Working out five days a week, sophomore Jonah Mosher achieves confidence through not only the gym, but his hair. He feels that the evolution of men’s hygiene is positive, acknowledging the time commitment of complex routines. Being a fluffy hair trend participant, Mosher noted a slight feminization of men’s grooming.

“Being clean is something that everyone should do, and I think you should not be ridiculed for trying to stay hygienic and clean,” Mosher said.

While there is still discourse online on how men ideally looksmax, it is inevitable that men’s confidence is constantly evolving from once being rough and dirty, to fitting aesthetics through smell, skin, and hair. Though individuals may feel that men’s grooming has become excessive, social media has normalized it through a new web-culture full of trends and tutorials on how to achieve the best version you can be.