Em - lots of men are into grooming and self care!
DH is growing a beard! Woohoo! And has agreed to go to 'The Men's Room' which is our local really decent barbershop, when the time is right. The 3 barber's are women! (DH has been frequenting 'The Hairport' - cheap and cheerful, results vary.) I consider it a victory that I've got him using sunscreen before he goes out to play golf!
The DS's (20 somethings) definitely care about grooming. They are in every 6 weeks for cuts. DS#2 has a beard and is very furry. He gets his mono-brow tended. He also gets mani's and pedis because his work and sports (judo - jiu jitsu) are hard on his hands and feet. Both boys have very specific preferences for a salon brand shampoo, and for hair and beard products, including combs, brushes, and scissors. Their friends all seem to care about grooming, and self expression through clothing.
DS#2 is interested in some laser treatment for body hair because he is SO very furry, it is hard to maintain. He doesn't want to be bare, but would like to knock the quantity down a peg. It is something he plans to save $ for once he is better established in work. DS#1 refers to his modest chest pelt as 'the golden fleece'. He has lots of self confidence.
My 57 YO brother looks like Oscar the Grouch if he doesn't get his uni brow tended to! It is the fiercest I have ever seen and makes him look like he is scowling, yet he is a man with the sweetest disposition! He started in his teens.
I'll support Angie's comment on men shaving. Not only cyclists, but swimmers, too!