GONE are the days when guys didn’t demand a man zone on the bathroom shelf.
With grooming lines from the likes of Adam Levine (YSL Beauty Y), Game Of Thrones star Nikolaj Coster-Waldau (L’Oréal Paris Men Expert) and Dermot O’Leary (24.hr at Marks & Spencer), it’s now become cool for boys to hog the bathroom mirror.
Amazingly, the latest research has found men spend £40.90 per month on products – almost £5 more than the average woman.
Who’s high-maintenance now?!
But what are men spending their hard-earned dosh on?
We look at the key trends in the grooming world and the celebrities leading the way…
Gym-inspired grooming is growing major muscles right now, with fragrance ads championing super-buff bods – cue David Gandy in Dolce & Gabbana Light Blue and Nick Youngquest for Paco Rabanne Invictus (ladies, we urge you to Google them for, um, research).
“The growth of the male grooming market can be directly linked to the boom in fitness, health and wellness,” explains Helen Duxbury of NPD UK Beauty.
“It starts with improving physique and continues with honing traditional grooming rituals, like high-tech skincare and anti-ageing products to tone and refine skin, just like the gym does for your body.”
Think it’s time to get your face fit, fellas? Tech is stepping in to up your grooming game with clever gadgets that act like a personal trainer for your face.
Try the Clarisonic Alpha Fit, £170, which has oscillating bristles that move 300 times per second and is engineered for men’s tougher skin (and stubble) to cleanse, clear away dirt and prep for a closer shave.
Quiff, Mohawk, man bun… It’s no surprise, then, that the original metrosexual himself, Mr David Beckham, is the latest celeb to launch his own grooming line.
Bursting on to the scene earlier this year, House 99 includes everything from an eye balm to a beard oil, and is available in Harvey Nichols and online.
One of the hero products is the sell-out Bold Statement Tattoo Body Moisturiser, £22.
Becks is of course synonymous with his much-copied sleeve and chest piece tattoos, and he has created cult products that guys can imagine they’d actually find in DB’s own bathroom cabinet.
Trick or treatment
There’s now zero taboo about booking in for a serious man pamper – especially as spas and treatments are becoming more gender neutral to cater for their growing clientele.
Almost half of men aged 16-24 checked in for a fluffy robe spa session or treatment in the past year – that’s up from one in three in 2015.
Long-term de-fuzzing is also on the rise, with men calling in the experts for laser hair removal treatments that last. “The boom in social media and celebrity engagement has really encouraged men to be more open-minded about having treatments and tweakments,” says Esther Fieldgrass, founder of EF Medispa.
“This could be why we’ve seen a spike in men opting for things like gynaecomastia (man boob) reduction, vaser lipo, laser hair removal and Botox.”
Want to be fuzz-free without hitting the salon? Invest in Tria Hair Removal Laser 4X in Graphite, now £285 from £375, which zaps excess hair and permanently reduces it by 70% in four weeks. The best bit? It’s pain-free – priceless!
If you’re not ready to go long-term, try Grüum Oska, £20, AKA the slickest razor blade around. With customisable colours to coordinate with your bathroom, you design your bespoke razor package online via a quick survey depending on your hair needs. For a clean shave, try the zinc-coated Precision 6 five-blade and trimmer set.
And to prevent blocked pores and ingrown hairs, use Jack Black Charcoal Body Bar Massaging Soap, £12.95.
The shelves are anything but static in the grooming aisles, but there are shifts in what guys are actually buying, too.
On the rise? Recent analysis of sales trends has found that acne treatments were up 66% in 2017, body exfoliators 63%, and masks 45%, proving that men want a helluva lot more from their skincare than just a simple cleanse.
South-Korean-inspired sheet masks have gone stratospheric in the women’s beauty market, so the same could happen for blokes as a quick-fix on the sofa.
Justin Bieber and Cristiano Ronaldo have already got involved in the sheet mask selfie craze. Match Of The Day plus pore unblocking, anyone? Watch this space.
- Starskin Leading Man Hydrating Bio-Cellulose Second Skin Face Mask, £8.50 - buy now
- Barber Pro Gentleman’s Sheet Mask, £4.95 - buy now
Sources: Barclaycard, Mintel, NPD UK Beauty