Back to the future: Celebrating 100 years of men’s grooming and style

From the dapper suits and clean-cut look of the '30s to the rebellious leather jackets and slicked-back hairstyles of the '50s, mainstream men’s style has undergone aesthetic changes that speak to the transformation of masculinity and personal identity over the last 100 years. Here’s a look at what’s changed, and what’s stayed the same.

The 1920s: The Birth of the Dapper Gentleman

The Roaring Twenties saw Western men taking their first steps into the realm of what we’d now consider to be ‘serious’ modern grooming and fashion. The signature look featured impeccably tailored suits, polished shoes, and neatly trimmed hair—a trendsetting era for styles that we still see in boardrooms and at special occasions to this day.
Besides beginning to pay attention to their hair, lots of men also started using grooming products like pomades for the first time to help nail the slicked-back styles that silent film stars were rocking.

The 1930s-1940s: The Rise of the Silver Screen Icons

Actors like Clark Gable and Cary Grant dictated Western men's style in the 30s and 40s with their bold looks and well-groomed moustaches. The rise of the screen-star look meant that owning your own razor became a whole lot more popular, and hair tonics or creams were often used to achieve a slight sheen that cameras loved.
Not everything was influenced by Hollywood though - both the Great Depression and World War II had a huge impact on the way men curated their personal style. Broader shoulders and narrower waists in suits helped project a sense of strength and dependability, and maintaining a polished personal grooming regimen because a symbol of resilience.

The 1950s: Say hello to Teen Rebels

During the 1950s, James Dean and Elvis Presley carved out the defining trends of their era with rebellious spirits and iconic looks that sparked a style revolution for younger blokes. Leather jackets and jeans weren't just clothes - they became symbols of defiance and freedom.

This rebellious vibe didn’t mean grooming fell by the wayside though, in fact razors and beard products became more vital than ever. Men’s beards were either purposefully sharp or totally non-existent, embracing the clean look of the ‘greaser era’. Ultimately, the fusion of 50’s fashion, grooming, and attitude gave rise to a timeless rock ‘n’ roll aesthetic that we still see playing out today (denim and Docs, anyone?)

The 1960s-1970s: Stay groovy, Free Spirits ✌️

With the arrival of the 1960s came the rise of The Beatles and a reinvigorated love for longer hair among men. There was also a surge in the availability of men's hair products to help maintain free-flowing hairstyles, and a generally chilled-out approach to fashion and style.

These trends continued to shift and evolve throughout the 1970s, prompting blokes the world-over to start rocking disco-worthy moustaches and flamboyant beards. If we could pick one word to describe this era it would be ‘experimental’, with men delving into various styles ranging from the distinguished handlebar moustache to full, super-lush beards (all of them requiring top-notch beard and facial hair products, naturally).

The 1980s: Enter the Metrosexual

The rise of materialism and consumer culture in the '80s made self-care more of priority for lots of men. This decade marked an increase in skincare products specifically designed for male skin, and the ‘metrosexual’ man (aka. just a bloke who lives in the city and likes to smell good) emerged.

For this reason, sharp suits were back in style and healthy skin paired with a super-smooth shave was the goal – not too different to some of the looks you see today!

 

The 1990s: Meet the Casual Cool

Men of the '90s embraced a more laid-back appearance for an easy-going era. From the grunge revolution to the dawn of hip-hop fashion, grooming was relaxed, natural-looking, and often even beachy.

Products like salt spray gave men a way to achieve a casually-tousled look without relying on fiddly hair waxes and mousse. In fact, it became a staple for anyone wanting Bondi-level texture and volume.

Facial hair styles varied a lot too – think of it as a ‘you do you, bro’ kind of approach. Full beards, goatees (for those who could pull them off) and five o'clock shadows were all on heavy rotation depending on your vibe.

The 2000s-Present: The Age of the Self-Aware Shopper

As we know, today men's grooming is an eclectic mix of past influences and modern innovation that looks different on everyone. Beard styles vary, and there’s a huge spectrum of styling and skincare products out there that you can mix and match to fit basically any requirement.

Rather than trying to fit ourselves into the same style box, men’s grooming is now all about self-expression and boosting confidence, marking a shift towards personalisation and individuality. Technology has helped to revolutionise our skincare routines too, with epic products to target specific skin concerns like ageing, sensitivity, and oiliness to name just a few.

Whether you’re a thoroughly modern man or inspired by the styles of the past, knowing where the trends you like come from is an awesome way to expand and refine your own style.
Go forth and conquer a new era of men’s grooming, Bulldog crew (and if you need any skin, shaving, or beard styling backup, we’ve got it all here)!