ONE MORNING LAST MONTH, I awoke to a text from a friend that said, “Man, I look old. I noticed exactly five forehead wrinkles emerging, some creases making themselves at home around my eyes, and—surely not—a hint of a jowl? Michael Gilman, founder of Grooming Lounge, a men’s grooming retailer in McLean, Va., has encountered many guys fretting about crow’s feet. In the past two years, he’s fielded so many wrinkle-related inquiries from men in their 30s and 40s that he developed an in-store, anti-aging facial treatment and launched an anti-aging skin-care section on his site. Both have been hits, he said, adding that, in his experience, men are getting more comfortable expressing their desire to look youthful.

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