When most people hear the word “beauty”, they don’t picture a man. Not really. Simon Simoudis has noticed that gap. And he’s not just seen it, he’s doing something about it.
Simon Simoudis has spent a good part of his life working with timber and tools in Victoria, Australia. He knows what it means to build something from the ground up.
But from cabinetmaking to skincare? That might seem like a big leap. But for Simon Simoudis, it makes perfect sense. “Both are about craftsmanship,” he says. “Both require attention to detail. And both, at the core, are about creating something that makes someone feel good.”
His idea is simple but bold. A men’s beauty parlour that focuses not just on grooming, but on redefining what grooming even means for men. Think of clean design, a welcoming atmosphere, and services that go beyond the basics. No pressure or judgment, but just care, real, intentional care.
Men have been quietly left out of the beauty conversation for decades. While it’s perfectly normal for women to spend time and money on self-care, men were expected to just have a quick rinse, get a basic haircut, and keep moving. No fuss, and no space to pause. Just carry on like nothing ever wears you down.
But what if men, too, need more? What if they, too, want to pamper themselves?
Simon Simoudis believes they do.
Grooming and self-care shouldn’t be considered vanity anymore. They are about well-being.
Men also go through the wear and tear of modern life. They, too, need a place to relax and pamper themselves.
But then there’s the stigma about men paying too much attention to skincare or personal grooming. And this stops many from making even a start.
While many others worry it’ll make them look “soft”. That cultural blind spot has kept a lot of men silent and stuck.
That’s exactly the gap Simon wants to fill. Simon wants to build a space where men feel like they belong. Where they can walk in, ask questions without feeling awkward, and try something new without second-guessing it. A place where looking after yourself doesn’t feel weird. Not because it’s the latest thing on social media, but because it’s something men have needed for a long time.
Long term, Simon Simoudis wants to build this idea into something bigger. A recognizable brand across Victoria. A place where men from all walks of life, tradies, teachers, executives, and students can step into a space that treats them with respect. A space that says, “You matter. You deserve this.”
And thanks to people like Simon, that conversation is finally opening up.