Beyond the barber's chair, men's skincare and grooming have become a growing market. The same climate that tests South Dakotans also sends them looking for ways to slow down.

Grooming lines and services aimed at men have expanded locally.

What sets it apart

Beard care and skincare feature alongside classic cuts. For those who know the region well, it is a quiet point of pride.

Retailers report steady growth in the category.

Why it matters

Taken together, these threads say something about South Dakota itself — a place where the old and the new sit close together. For a growing number of South Dakotans, that kind of reset has become part of the routine.