Most guys used to think grooming meant a quick shave and maybe some cologne if they remembered. Not anymore. Search volume for men’s skincare routines has exploded by 857% in the past five years. Guys are now watching YouTube tutorials about retinol, debating which moisturizer works best, and actually reading ingredient labels.
The men’s grooming market sits at $62.5 billion in 2025. By 2030, that number should hit $85.2 billion. What happened? Social media happened. Influencers made it normal for guys to care about their appearance without feeling weird about it. These ten experts have figured out how to teach grooming in ways that actually stick. They’ve built massive audiences by answering real questions about skincare, beards, and looking sharp.
Top 10 Men’s Grooming Experts
1. Aaron Marino
Aaron Marino runs one of the biggest men’s grooming channels on YouTube, 6.9 million subscribers. He’s got another 1.2 million following him on Instagram. Back in 2006, Marino was broke and desperate. His gym business collapsed, leaving him $400,000 in debt at age 32. He drove a beer cart at country clubs just to survive. His wife gave him a camera in 2008. That camera saved his life. Marino started filming style and grooming advice in his basement. He appeared on Shark Tank in 2012 asking for $50,000 but got rejected. Didn’t matter. He pivoted to free YouTube content and launched Tiege Hanley (skincare) and Pete & Pedro (hair products). His approach is blunt: taking care of yourself isn’t about vanity. It’s about not giving up on yourself.
2. Hyram Yarbro
Hyram Yarbro gained 4.5 million YouTube subscribers and 5.6 million TikTok followers by calling out skincare BS. He grew from 50,000 to 500,000 YouTube subscribers in two weeks during 2019. People were starving for honest product reviews. Hyram delivers exactly that. No sugarcoating, no fake enthusiasm. His CeraVe reviews drove an 89% spike in the brand’s global sales in 2020. L’Oréal confirmed his endorsement “absolutely boosted sales.” In June 2021, he launched Selfless by Hyram with The Inkey List at Sephora. Five products, priced $20-$30. What separates Hyram? He rejects 90-95% of brand deals to protect his audience’s trust. He’s a specialist, not a dermatologist, and he’s upfront about that. His message: skincare isn’t for women. It’s for humans.
3. James Welsh
James Welsh explains Korean 10-step routines without making them sound impossible. His YouTube channel has 1.5 million subscribers who trust him to tackle tricky issues like excess oil, dark spots, rough texture. Welsh doesn’t pretend mediocre products are good. He’ll tell you straight up when something sucks. He’s got a twin brother, Robert, also a beauty YouTuber. Together they run The Welsh Twins channel and host The Double Cleanse podcast. James started as a stylist but switched when clients kept asking about his skin instead of his haircuts. He tests products himself, combines that with research, and explains what works without requiring a chemistry degree or unlimited budget.
4. Alex Costa
Alex Costa has 4 million YouTube subscribers. Born in Brazil, he moved to the U.S. and turned his channel into a complete life upgrade guide. Costa doesn’t just talk about grooming. He talks about how your appearance affects everything else. Job interviews. First dates. How confident you feel walking into a room. He launched Forte Series (hair care) and Apricus Skin Care. His videos feel like getting advice from a successful older brother who genuinely wants you to win. Costa’s core message hits different: people judge you in three seconds. Your appearance matters. It’s not shallow—it’s reality. Handle it or let it handle you.
5. Garrett Munce
Garrett Munce brings actual editorial weight. He’s grooming editor at Esquire and Men’s Health. He’s written for GQ and New York Magazine. His book “Self-Care for Men: How to Look Good and Feel Great” pulls together years of testing products and interviewing dermatologists. Munce tests hundreds of products every year. His recommendations come from rigorous vetting, not whoever paid for placement. He focuses on sustainable grooming practices and the mental health benefits of self-care. If you want advice from someone who sees products before they launch and knows which ones actually deliver, Munce is your source.
6. San Kalra
San Kalra built his following by solving problems guys actually have, greasy hair, patchy beards, yellow teeth, without requiring luxury budgets. His “13 Men’s Grooming Hacks” series addresses everyday frustrations with affordable solutions that work. Kalra’s content resonates with younger guys and international audiences who can’t justify $200 face cream. He’s everywhere. YouTube, Instagram, TikTok, meeting people where they already spend time. His approach proves expensive doesn’t mean effective. Sometimes the $12 drugstore product crushes the $150 department store version.
7. Toni Ruiz
Toni Ruiz dominates with 1.4 million Instagram followers and 4 million on TikTok. Based in Spain, his international perspective brings fresh takes on grooming fundamentals. His content moves fast, matches short attention spans, and gets to the point immediately. Ruiz specializes in contemporary hairstyling and modern beard aesthetics. He speaks to Gen Z and millennials who want current advice, not outdated tips their fathers would give. His videos don’t waste time with unnecessary setup, he delivers value in the first five seconds or loses viewers.
8. Manny Gutierrez
Manny Gutierrez has 3.9 million Instagram followers and founded Lunar Beauty. He discusses skincare, makeup, and aesthetic choices beyond traditional masculinity boundaries. Gutierrez normalizes comprehensive grooming as gender-neutral territory. His platform shows that modern grooming experts come from diverse backgrounds. He contributes to the cultural shift where self-care isn’t gendered. Whether you’re into full makeup or basic skincare, Gutierrez demonstrates that taking care of yourself beats conforming to outdated stereotypes.
9. Jeffrey Buoncristiano
Jeffrey Buoncristiano owns the beard niche. His expertise in beard care, styling, and grooming made him iconic in the facial hair community. Working with Beardbrand, he translates specialized knowledge into practical education and product development. Buoncristiano’s philosophy: beard care isn’t cosmetic. It’s about comfort, health, and expressing yourself. He helped shift perceptions around male grooming from vanity to legitimate self-care. If you’ve got facial hair and want it to look intentional, his content answers questions you didn’t know you had.
10. Elliot Forbes
Elliot Forbes operates from London’s Soho with 248K Instagram followers. He brings barber-level expertise to home grooming through practical demonstrations and product reviews that apply professional knowledge to everyday routines. Forbes’s ASMR-style content attracts guys who find calming, detailed instruction helpful for developing sustainable habits. He proves you don’t need weekly barber visits to look sharp. You just need to know what you’re doing and have the right tools.
Expand Your Grooming Knowledge Further
Ready to go beyond these ten? Check out comprehensive directories like Feedspot featuring authoritative voices in men’s grooming. These continuously updated lists cover Male Skincare Influencers, Men’s Grooming Blogs, Men’s Grooming Influencers, Men’s Grooming Magazines, Men’s Grooming YouTubers, Men’s Grooming TikTok Influencers, Male Fashion Influencers connecting you with established authorities proving expertise through consistent, quality content.
Your commitment to grooming isn’t about perfectionism or vanity. It’s respect. Respect for your body, your appearance, and ultimately, yourself and people around you. These experts dedicated careers to helping guys understand grooming is self-care, and self-care is the foundation of confidence, success, and well-being. Start with whoever resonates most with your style and goals. Let their expertise guide your transformation.