A Bradford beauty salon owner has sparked an important conversation about masculinity and self-care after posting a video challenging the stigma men, particularly South Asian men face when seeking skincare treatments. 

Prity Farooq, who runs a beauty salon in Bradford, used her latest weekly video diary to address the uncomfortable reality that men are often questioned about their sexual identity simply for wanting facials or skincare treatments.

In the video, shared with her growing online audience, Prity speaks candidly about how some male clients feel embarrassed or hesitant to book treatments, fearing judgement from friends, family or the wider community. 

She highlights how outdated stereotypes continue to frame skincare as something “only for women”, leaving men, especially from South Asian backgrounds reluctant to prioritise their skin health.

Prity says in the video: “Looking after your skin has nothing to do with your masculinity. Men shouldn’t be made to feel uncomfortable or questioned about who they are just because they want healthy skin.”

Prity’s comments have resonated widely, prompting discussion around how cultural expectations and rigid ideas of masculinity can discourage men from engaging in basic self-care. She notes that while attitudes are slowly changing, many men still face subtle ridicule or invasive assumptions when they step into a beauty salon.

The salon owner has become known for using her platform to open up conversations that are often avoided. Her weekly video diary series regularly blends personal reflections with wider social issues, drawing on real experiences from her work and life.

Previous topics have included bullying and beauty standards, including a video about being teased for thick eyebrows, a post that struck a chord with many followers who shared similar experiences of being judged for their appearance from a young age.

By addressing these issues openly, Prity says she hopes to normalise conversations around self-image and wellbeing, particularly within communities where such discussions are still seen as taboo.

Skin experts have long stressed that facials and skincare treatments are not cosmetic luxuries but can help manage issues such as acne, pigmentation, shaving irritation and premature ageing concerns that affect men as much as women.

Prity believes that changing attitudes starts with visibility and honest dialogue. She says: “If we don’t talk about it, nothing changes. Men deserve the same freedom to look after themselves without shame.”

Her message has been welcomed by many viewers, with male followers thanking her for addressing an issue they say is rarely acknowledged publicly.

As conversations around mental health, masculinity and self-care continue to evolve, Prity Farooq’s voice is adding a local, grassroots perspective, one that challenges stereotypes and encourages a more inclusive understanding of wellbeing.