New Podcast Explores Why More Men Are Visiting Beauty Salons

Helsingin Sanomat has launched a four-part podcast series titled "Kauniimpi mies" (More Handsome Man), delving into the expanding realm of men's beauty treatments and the societal pressures surrounding appearance. The series features journalist Veli-Pekka Lehtonen as he immerses himself in the world of aesthetics for a week, trying out various treatments.

Lehtonen's journey includes undergoing hair removal, spray tanning, and facials. During one facial, he was advised that Botox injections and an upper eyelid lift might be beneficial for him. He also notes that he had never previously considered his forehead wrinkles or discussed beauty treatments with male friends, reflecting a generational difference in attitudes.

"I belong to a generation where men have not traditionally been expected to pay much attention to their appearance," Lehtonen explains in the podcast. "I've gone to the barber, used deodorant, and ensured my clothes were clean and intact. But my generation of men didn't typically care for their skin, shape their eyebrows, or color their hair."

The podcast explores the increasing pressures related to looks and the broader beauty industry. It examines the economic, cultural, and societal forces shaping modern life, influencing how individuals perceive and manage their appearance. The series also touches upon the gendered nature of beauty care and contrasts the views of younger men with those of Lehtonen's generation regarding beauty treatments.

"Kauniimpi mies" aims to be both humorous and insightful, offering a look into a society where appearance is increasingly scrutinized. It questions why nail salons are ubiquitous, highlights Korea's status as a beauty superpower, and discusses the core ideas driving the global beauty business.

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Kuulun sukupolveen, jossa miesten ei ole ollut tapana ainakaan kovin paljon huolehtia ulkonäöstään. Olen käynyt parturissa, laittanut deodoranttia ja katsonut, että menen töihin vaatteissa, jotka ovat ehjät ja siistit. Mutta ei sukupolveni miehillä ole ollut tapana hoitaa ihoa, muotoilla kulmakarvoja tai värjätä hiuksia.