At 37, James Kinyua never imagined he’d one day be talking about groin waxing, let alone recommending it to other men. But after years of dealing with skin irritation, nicks, and discomfort from razors and chemical-based hair removal creams, he decided to try something different.
“Using razor blades or those creams is taxing to your skin,” he says.
“Hair removal creams burn the hair chemically, and they can end up burning your skin too. Razor blades? You’re always at risk of cutting yourself, plus the regrowth is rough and uncomfortable.”
What began as a one-off grooming experiment quickly became part of his routine. James now regularly waxes his armpits and intimate areas, primarily for hygiene. “It keeps me clean. That was the biggest reason I tried it in the first place.”
Like many first-timers, James wasn’t prepared for the pain. “It was painful. No lie. Especially the first time, very uncomfortable,” he says, laughing.
“But the results were something else. The skin feels smoother for longer, and when the hair grows back, it’s much finer and softer than with shaving.”
Now a waxing regular, James has even grown picky about where he gets it done. “You learn over time where they use the right kind of wax, whether they apply powder or oil and believe me, those details matter. The wrong technique can leave your skin sore.”
For men, waxing presents unique challenges. “Let’s be honest, a man’s private parts are external. There are creases, folds and sensitive spots. It’s not the same as waxing a flat surface. That’s why I think men experience more pain than women when waxing those areas.”
James has even considered advocating for gentler male waxing options. “The right wax, proper prep, even using oil instead of powder, can make a huge difference.”
Still, he admits that waxing isn’t a topic he freely discusses with his male friends. “It’s not something we talk about. But if it comes up, depending on who it is, I’ll share. Most men are surprised. But I always tell them, how will you know if something works better if you never try it?”
Although body hair has traditionally been seen as a symbol of masculinity, James believes perceptions are shifting.
“Hair is still viewed as masculine, yes. But people are starting to care more about hygiene and personal preference. Long body hair traps sweat and dirt and that’s a hygiene issue.”
Despite potential judgment, James remains unfazed.
“It’s not like the whole world sees my private parts. And I’m careful who I mention it to. You don’t want to invite unnecessary judgment. But honestly, it’s a personal choice and one that’s made my grooming routine way better.”
James isn’t alone. John Mwangi, a 28-year-old Nairobi resident, recently tried waxing and to his surprise, it wasn’t as bad as he expected.
“I started with my armpits,” he shares.
“I was just curious about how the process feels. I had been doing it myself at home, and honestly, I wasn’t doing a good job. That’s when I decided to visit a spa.”
John’s initial motivation was curiosity, but the results quickly won him over.
“There’s a big difference from shaving. I’m not as sweaty as I used to be, and my underarms feel soft. It’s actually boosted my confidence. I feel better handling my daily routines.”
Although it’s only been a week since his first session, John says waxing is now part of his grooming plan.
The benefits, he says, go beyond looks. “Waxing is long-lasting and needs less maintenance. The regrowth is finer and softer compared to shaving. It’s just easier.”
A man relaxing and smiling on a massage bed.
Photo credit: Shutterstock
His partner also noticed the change and approved. “She was happy about it. She even encouraged me to stick with waxing instead of shaving.”
For John, waxing isn’t just a one-time experience or a trendy fad. “I’d highly recommend it to other men,” he says. “Men’s waxing is the new deal. It’s effective, convenient, and honestly affordable considering the results.”
While male grooming has traditionally been a hush-hush affair, more men are now stepping into waxing parlours, not just for their chins or underarms, but sometimes for full-body grooming. One such place riding this wave is Pink and Pearl Waxing Bar, a Nairobi-based spa.
“We began offering men’s waxing services in 2022, right when we launched our waxing bar,” says Agnes Waruguru, the owner of the waxing bar.
Since then, the spa has witnessed a growing number of male clients, especially after the team partnered with male influencers to raise awareness and break the stigma.
“The real shift began in 2023. We started seeing men who were no longer shy about grooming. They saw it not as vanity, but as self-care.”
Beard shaping, underarm waxing, chest hair removal and Manzilian, a male version of the popular Brazilian wax ( whose prices range from Sh500 for underarms to Sh1,500), are the most commonly requested services at the spa. But one request still stands out: “A man once asked if we could wax his entire head. Definitely an unforgettable moment,” Ms Waruguru says.
Many male clients cite comfort, hygiene, and skin health as their top motivations. “Most of them are motivated by the longer-lasting results and relief from ingrown hairs. For many, it's less about appearance and more about comfort and skin health,” Ms Waruguru explains.
As for stigma? That, she says, is slowly melting away. “Male grooming, especially waxing, is now seen as a sign of self-awareness and confidence. It’s more ‘woke’ than weird nowadays.”
The typical clients at Pink and Pearl range from millennials to older men. While most prefer to book appointments ahead of time, not necessarily for secrecy but to avoid long queues, they usually come alone. It’s a personal choice, often spurred by curiosity or the desire to try something different.
So, what’s it like for men trying waxing for the first time? “At first, many feel a bit awkward, but once they experience the results, they realise it’s completely normal,” she says.
Still, myths persist. “A lot of men believe waxing is unbearably painful and not something they can handle.”
And yes, there have been laughs along the way. “One guy was so nervous but ended up laughing throughout the session. He said, ‘That wasn’t half as bad as my first breakup,’” says Ms Waruguru.
It’s not just influencers or major spas that are driving the shift—smaller, up-and-coming parlours across Nairobi are also seeing a steady rise in male clients seeking waxing services.
At Avienna Nail Spa, located in the central business district (CBD), the decision to include men from the onset was intentional.
“We started offering male waxing services in January this year, as soon as we launched Avienna,” says Gloria Njeri, who works at the spa.
“We didn’t want men to be left out.”
Since opening, Gloria says there’s been a gradual but steady rise in male clients. On average, they serve 25 men monthly, with one to two walking in on a typical day. Most of them come for beard and underarm waxing, though the beard requests still catch her off guard. “Tell me why a man is coming and requesting for beard waxing?” She laughs.
Gloria Njeri heats up the waxes she uses at her waxing station during the interview on June 21, 2025.
Photo credit: Francis Nderitu | Nation Media Group
“That’s what surprised me the most.” Most of the men who go for beard waxing, she says, are aged between 25 and 35.For these clients, hygiene is the leading motivation—more so than appearance or pressure from partners. “They just want to feel fresh and clean,” she adds.
“The biggest difference between waxing for men and women is that men’s hair tends to be thicker and more resistant to wax, resulting in the need for a custom approach,” Gloria explains. “Another difference is the level of comfort a client has with the technician and the waxing environment. Many women have been visiting waxing salons since they were much younger—but that’s not usually the case for men,” she notes.
How fast is the waxing stigma, eroding? Gloria says it still lingers, but Manzilian remains a sensitive topic.
“That’s where they hesitate,” she admits. “They’re not shy about armpits or beards, but waxing ‘down there’ is still seen as taboo by many.”
“Please shower before your appointment,” She insists. This should be obvious, but in case it needs to be said: You are inviting someone to visit your most private parts, so take a little extra care down there. Don't trim your hair, and don't shave the genital area for at least two weeks before coming in for your male wax appointment,” she says.
“We want the hair long enough for the wax to grip, so come in au naturel,” she explains.
Interestingly, many of their male clients don’t come alone. “Mostly, they’re brought in by their partners,” she says, suggesting that a bit of insecurity and curiosity plays into the equation.
“Sometimes when I go live on TikTok, men start asking questions like, ‘Is there a happy ending?’ So I guess the partners come along to ensure everything’s legit.”
