Grooms Demand Their Own Glamorous Entourages, a Shift in Tradition.

A new trend is unfolding in the wedding sector, where bespoke support teams are being tailored specifically for grooms' needs.

Elliot Simmons made a lasting impression at his fiancée's pre-wedding beauty trial, prompting him to treat himself to similar pampering just 21 days prior to the big day.

A YouTube creator from Lombard, Illinois, named Simmons, aged 32, had some pre-wedding jitters for his December ceremony in nearby Oak Park, Illinois.

Married men like Simmons often report feeling anxious not about their own union but rather about the scale and spectacle surrounding it. His concern centered on the large guest list of 150 people attending the ceremony.

With a haircut, facial moisturizer, and subtle airbrushed touches - a method that atomizes liquid foundation, blush, or other products into a fine mist - the groom's anxiety began to dissipate, leaving him feeling whole.

Traditionally, brides-to-be spend hours preparing for their big day, but grooms often find relaxation elsewhere, whether it's at the billiards table or enjoying a quiet drink with loved ones. However a growing number of grooms are now seeking out similar pampering experiences to unwind before the wedding ceremony.

The Bridal Beauty Team, a Chicago-based company that catered to Simmons and his wife Abigaíl Piñón, saw a significant surge in requests this year for groom pampering. According to Kate Johnson, the founder, social media and high-definition photography fueled this trend, which she describes as explosive. The team's most sought-after services for men involve treatments like spray tans, hair styling, and trimming of eyebrows, neck, and beards, often paired with subtle makeup or airbrushing techniques. Their fees range from $65 to $120 per individual.

ModeNYC Studio's founder Tomasz Niemczyk has noticed a surge in demand from grooms and groomsmen. His clients often splurge on pre-wedding pampering such as skincare routines and trial grooming sessions. Some even opt for more extensive treatments like full-body waxing, nail care and foot maintenance. Niemczyk's prices start at $300 to $400-plus per individual for a wedding day hair styling, shaving, and facial waxing service on-site.

The trend of hiring personal stylists for grooms is gaining momentum. Beckie Klein, co-founder of Manhattan-based firm Beckie+Martina, notes that many still assume styling the groom is a secondary concern. She recalls working with a groom in January who insisted on being treated as an equal partner in his wedding preparations. This individual's desire to match his bride's level of glamour was evident, and Klein's fees reflect her expertise, ranging from $5,000 to over $10,500.

A 29-year-old Bostonian, Joseph Buduo, initially thought he didn't require a personal stylist for his wedding last October in Thompson, Connecticut. However upon meeting Lee Alexander, owner of A Touch of Class Formal Wear, with locations in Putnam, Connecticut, and Milford, Massachusetts, he reconsidered.

Alexander's enthusiasm was palpable from the start, according to Buduo. He provided expert guidance on color, fit, and material selection, which was a valuable aspect of the $1,300 tuxedo package. The styling process was seamlessly integrated into the overall experience. As a result, Alexander and his wife were even invited to join in the celebration.

Men are seeking more than just style advice as they prepare for their big day. For instance, Redens Desrosiers, a 37-year-old photographer, enlisted the help of Muyiwa Omisore's company, Groom Concierge in Piscataway, N.J., to plan travel arrangements and coordinate his groomsmen.

Grooms are often willing to sacrifice their own needs for the benefit of others, but that's exactly what Omisore helped change for Desrosiers with her expert planning services. For a fee of $1,600, she took care of everything from organizing his bachelor party in Belize to providing essential support on the wedding day itself.

Omisore, who's been involved in 33 wedding parties, observed that the wedding planner is preoccupied with a multitude of tasks, leaving little room for the groom's needs. Having worked with 43 grooms since launching his business in 2016, he has come to realize that the traditional focus on the bride's entourage is shifting. His services are priced between $600 and $4,000 per client, catering specifically to the groom's requirements.

Men often struggle with seeking assistance, and requesting aid on their wedding day is a significant display of vulnerability, according to Omisore's candid observation.

Therapists are now witnessing a significant shift in their offices, as more grooms seek premarital counseling to express themselves and tailor the wedding experience around their needs. Historically, weddings have been centered on the bride, but this trend is slowly changing. According to Megan Goldberg, a licensed clinical social worker based in Washington, D.C., her practice has seen an increase in male clients seeking help with issues ranging from body image concerns to public speaking anxiety and family dynamics. This emerging niche has clinicians like Goldberg working closely with grooms-to-be on various aspects of their well-being.

Wedding traditions are evolving as men increasingly take center stage, no longer content with being silent observers of their own special day.