Men craving more hugs - and many can’t remember their last one
Be honest, when was the last time you hugged another bloke? No handshakes, no fist bumps, no awkward shoulder taps, a real hug. If you’re having to stop and think about it, you’re not alone.
According to brand new research by men’s care range Rock Face, nearly half of UK men admit they’re not getting the hugs they need. That’s right, the nation’s fellas are in the middle of a full‑blown cuddle crisis.
Forty-four percent of men say they’re simply not getting enough affection, while one in five go week after week without so much as a single squeeze.
Even worse, 12% can’t remember their last hug at all. That’s not a stiff upper lip, that's a stiff upper everything.
The research paints a picture of a country full of hug‑starved lads. Hectic schedules, social awkwardness, and post‑pandemic distance have all played a part in widening what experts are calling the ‘touch gap’. And honestly, it’s a bit bleak.
Geography seems to play a role, too. Men from Yorkshire and the Humber are the least likely to get daily contact, one in six can’t remember their latest clinch, while blokes down in the Southwest are leading the affection charts, with 36% getting a daily cuddle in. Maybe the sea breeze just makes people softer.
It’s not just the younger crowd missing out either. Men aged 55 and over are the most likely to crave contact, with more than one in ten (12%) saying they’ve pretty much given up expecting hugs altogether. That’s heartbreaking stuff, someone get your dad a cuddle, pronto.
But before you start rolling your eyes, the science is solid. Psychologists say hugs aren’t just nice, they’re good for you. Physical contact releases oxytocin, the so‑called ‘feel‑good’ hormone. It lowers stress, boosts your mood, even helps your heart tick along better. Basically, hugging is the ultimate cheat code for feeling human again.
And who’d have thought, sometimes the smallest things have the biggest lift. That’s something Rock Face knows a thing or two about.
Rock Face exists to make men one percent better every day. The brand’s range blends aftershave‑quality scents into everyday essentials - helping men smell great and feel confident enough to go in for that hug.
They’ve also just launched a sustainable, refillable deodorant, because smelling great doesn’t have to cost the planet.
The refillable is available in the three signature scents Original, Power and Refined. Each offering 48-hour odour protection.
James Wilkinson, CEO of Rock Face, said: “It seems British men could do with a bit more TLC, proof that sometimes, all you really need is a good hug..
"At Rock Face, we’re encouraging men to set aside the stereotypical bravado, open up about their feelings, and wear their hearts on their sleeves, all while wearing a great-smelling scent."
It’s a reminder not to judge a bloke by his cover. Strength doesn’t always look loud or emotionally armoured, and self-care doesn’t make anyone less masculine. Rock Face is about encouraging men to be just 1% better every day. Whether that’s taking care of themselves, checking in on a mate, or being open enough to accept a hug.
So next time you’re tempted to brush off a mate’s hug, maybe think again. A decent squeeze between pals won’t take away your masculinity; it might just give your mood, To watch Rock Face’s latest campaign ‘Don’t Judge A Bloke’ visit - YouTube. and maybe your week, a proper boost.
Rock Face’s grooming range, including deodorants, shower gels, and skincare are available at Tesco, ASDA, Boots, Morrisons, Sainsbury’s, Waitrose, Ocado, Amazon and TikTok Shop, delivering cologne-quality scents without the premium price tag.
