The making of the metrosexual man with artificial intelligence

India’s urban male grooming landscape now has a new paradigm. Powered by cutting-edge technologies and continuous innovation, it is riding high on the metrosexual man’s desire to always appear well-turned-out.

So, you have artificial intelligence (AI), machine learning (ML), and augmented reality (AR) — all pitching in to innovate and re-innovate products that make personal care routines of men superlative experiences. The beginning perhaps goes back to 2021, when US-based Perfect Corporation, an artificial intelligence and augmented reality beauty and fashion tech solutions provider, expanded into the male grooming space with ‘AI Beard Dye and Beard Style’. A first-of-its-kind, the sophisticated technology enabled true-to-life virtual try-on for beard colour, beard style and beard removal.

It was a gamechanger: one that has spawned an ecosystem of innovations to transform the grooming routines of men—quotidian or otherwise. Personalised recommendations, virtual try-ons, skin and hair analysis—the gamut is mind-boggling especially in a space where, until not long ago, even a manicure or a pedicure made a man very a la mode. Today, the young, urban Indian male is ditching the traditional trial-and-error methods of styling themselves and using AI to achieve their desired grooming results more efficiently. Products too are landing thick and fast on the scene, offering customised experiences accessible in just a few clicks.

As Mumbai-based graphic designer Rohit Patil says, “Think about it. Just a few years ago, getting even a good haircut or finding the right skincare routine was a hit or miss. But now, thanks to AI, we have personalised solutions. My stylist recently used a new AI-powered app to suggest the perfect haircut for my face shape. And it turned out to be one of the best I've had. Ever.”

The boom and why

Admittedly, the virtual personalisation trend using technology is not a new one. However, it is only of late that the tempo has exploded in the urban male showground of India. Fuelled by social media, digital influencers and rise in disposable income. Societal attitudes towards male grooming have changed and men are now investing in their appearance more than ever before.

To note: while in the international market, the male grooming segment is worth $81.2 billion and expected to grow at a CAGR of 5.5% by 2026, in India the growth rate is 12.3% CAGR and worth $2.9 billion by 2024—indicating how the country is catching up with the global trend.

With the rise of e-commerce and easy availability of international brands, Indian consumers now have access to a wide range of grooming products. But it can be challenging to find the right products that fit one’s specific skin and hair type, lifestyle, and personal preferences. Enter, artificial intelligence, augmented reality and virtual reality technology to help create immersive personalised and customised experiences.

Virtual try-ons

While AI Beard Dye and Beard Style technology helps try on AI-powered facial hairstyles ranging from full beard to trim beard, stubble beard, soul patch, moustache, goatee and even beard removal—with advanced AI algorithms digitally reconstructing areas of the face covered with facial hair to present true-to-life clean-shaven emulations—UK-based men’s skincare label Bulldog uses an AI-based tool for bespoke skincare recommendations. Called Skin Advisor and accessible on Bulldog website, the easy-to-use tool gives information about your skin and suggests a customised skincare routine. Just register, add location (for environmental factors affecting the skin), answer a series of questions on skin type and needs, upload a selfie and viola!

Similar AI-powered tools are Phillips GroomTribe, an application that lets you test various beard styles and get shaving advice, and SkinDiag, Biotherm’s skin diagnostic tool. In fact, AI-powered beauty tools provide men with digital skin-care analysis which help in receiving appropriate product recommendations depending on skin colour, type, texture and issues—a boon for those who want a self-care routine for younger glowing skin. AI beauty technology analyses eye dullness, dark spots, pimples, wrinkles and other issues and sends product recommendations through emails.

Hair stylist Santosh of SP Salon in Parel, Mumbai affirms: “Virtual try-ons are a boon for young corporate executives, hesitant to try new looks or not sure if a particular style will suit them. The tool helps you visualise how a particular style will look, and is a time-saver for those with busy schedules but a desire to appear fashionable.”

Tried and tested

With AI analysing vast amounts of data and using algorithms and statistical models to offer personalised grooming recommendations, the significance of virtual try-on technology cannot be overstated. Men can now explore different grooming styles from the comfort of their homes and make decisions confidently.

This kind of analysis of skin and hair type, lifestyle and preferences, throws up tailored products and routines that are more likely to achieve the desired results. Take for example you have dry, coarse hair: AI can recommend deep conditioning treatments or specialised shampoos and conditioners from among the vast range existing in the market. In addition to personalised product recommendations, AI also suggests grooming routines tailored to your specific needs. If you have sensitive skin, AI might suggest a skincare routine that avoids certain ingredients or recommends a gentle exfoliating regimen.

With many a modern gentlemen opting for concealers and foundations to create the perfect and natural makeup look, choosing the right shade that complements the skin tone has also become easy. Online software tools allow testing of product colour using phone or laptop camera to see how it will look on your skin. In virtual try-on, you even receive a mock-up picture of how it looks after application. True that technology cannot give the touch-and-feel experience of offline shopping, but you have your mock-up image to ponder on for as long as you wish before taking a decision. And that is a huge plus.

At the core

Even at the daily-regimen level, grooming tools have undergone a technology-driven evolution. Today, be it trimming the beard or shaving for a clean suave look, it is electric razors and beard trimmers powered with advanced technology that are the genies. Leading razor brands have now gone a step ahead by integrating AI for a personalised shaving experience. So, you have AI-powered razors that are synced with a user’s smartphone to provide recommendations on best shaving practices based on specific preferences.

The roadmap is distinctive. Shift in male beauty perception and rise of male beauty influencers have already laid the ground. Now, it is technology that will shape and add value. In some time, men will also be paying in blockchain-based currencies to look and feel good.