Here comes the groom-ing!


Step aside, brides — those indulgent pre-wedding salon, spa and grooming gatherings are no longer exclusively your domain! Grooms, it’s your turn for a luxurious pre-wedding makeover and grooming session. To ensure you’ll look tip-top in your tux and tie, we’ve consulted local experts, uncovered trends and looked at personal products designed to tame any testosterone-fueled challenge on the big day.

Ask an expert

According to veteran stylist-to-the-stars Allen Edwards (based at A.T. Tramp in Beverly Hills and Decarra Salon in Woodland Hills), good grooming habits should be established long before the wedding day.  

“I recommend men come into the salon more often for hair care, and they should not be afraid to spend more money on a good haircut,” Edwards said. “Although men have a tendency to buy inexpensive shampoo, I recommend they buy a good moisturizing shampoo and condition their hair at least once a week. The three best hair products for men are Imperial, Paul Mitchell and Crew.”

Edwards also recommends men get facials and get into the habit of using a moisturizer every morning. And, just as women turn to magazines for inspiration, he said men can benefit from the same practice, buying magazines such as GQ to review haircut and facial hair trends.  

“Don’t get stuck wearing the same haircut your whole life,” Edwards said.

“Beards are very popular now, and I suggest keeping the beard very cropped.

“On the wedding day, men should keep their hair clean and short, and if they have a beard, it should be groomed a little shorter.”

Smooth operators

In the last two decades, men’s grooming products have gone from utilitarian to upscale, while pop culture and general health trends have made masculine pomades, creams, gels and designer shaves more palatable for even the manliest of guys. 

While many women dream about the kiss on the big day, nothing can spoil her moment quicker than getting her face scratched. Newport Beach entrepreneur Michael Finfrock realized this just three weeks into dating his girlfriend. With his female friends weighing in on the scratchy subject, and with heavy body and facial hair being a part of his genetic makeup, Finfrock was prompted to develop Soft Goat ($11.99 at ” target=”_blank”>amazon.com and ” target=”_blank”>jessyjudaica.com, a Toronto-based custom kippot maker and Jewish event planner with clients in L.A. and San Diego. “Others invite close family and friends to share in the mikveh with stories, blessings and food or drink,” she added.

Indeed, Judith Golden, who oversees activity at the American Rabbinical Assembly Mikveh at American Jewish University, said she has noticed a significant uptick in the number of grooms opting to take the plunge in a more meaningful way. She estimates the number has increased by 50 percent since she began working there 10 years ago. 

“It’s fabulous to see more men doing this,” Golden said. “The mikveh is a metaphor for a new beginning, and is one of the best things you and your future wife can do before you marry. When both partners do the mikveh, they are setting an intention for the life they will live together and the journey they will be taking beyond the wedding day.”