Male beauty boom and dust I n a country where men are famed for being as rugged as the landscape that spawned legendary role models William Wallace, Robert Bruce, Rob Roy and Sean Connery things are changing. The modern Scotsman, it appears, is becoming more image conscious. If they are not doing yoga dressed in kilts, as seen by more than 20 million people on social media, they are just as likely to be undergoing beauty treatments, massaging oil on their carefully cultivated facial hair or even powdering much more than their nose. While kilts and beards may be all the rage, thanks to the likes of Outlander, the image is undergoing a transformation. The new generation of Scotsmen as just as masculine as their forefathers but a little less macho.
More than half of beauty salons and spas in Scotland claim to have seen an upsurge in male customers unafraid to put the man into manicure. Facials, all-over tans, body waxing, eyebrow shaping, beard grooming and even moisturising are all perfectly acceptable activities for red-blooded blokes. Globally the male grooming industry is now estimated to be worth more than $50billion and growing. It has sparked huge investment from a lot of major international companies such as Proctor & Gamble and Unilever. But, it has also created scope for a new breed of entrepreneurs in an industry that has plenty of room for niche and cleverly branded products. To that end entrepreneurs James Corner, his wife Julie Molloy, and their friends Andy and Lorraine Clark
have come up with the ultimate in personal grooming for Scotsmen to ensure nothing gets worn under the kilt.
They are the driving force behind nutdust, the very latest in male skin care for the most delicate regions of the male body. The specially created healthy alternative to talcum powder is designed to prevent chaffing when a man’s most private of parts is left unrestricted by underwear. About 10 years ago, after a few back-to-back weddings in Scotland, Julie’s Australian husband James, who was new to wearing a kilt, sought advice from his Scottish friend Andy about managing the warm and woolly situation causing him some concern under the kilt. Andy, an experienced campaigner, advised James to slap on some ‘nutdust’ and suggested a little