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Groomed: Top Beauty Buyers

The sale of mens grooming products has increased vastly in the past few years. With the male UK skincare market worth an estimated £600m, brands are taking note of the modern man’s desire to look his best at all times. That said, it’s also about the modern man wanting to stay looking modern as he ages – unlike a mummified corpse.

The lovely folk at Debenhams carried out a survey on 1,000 men during September 2013 as part of its customer research and the results show that the 30-something man is the biggest beauty seeker of them all. What’s more shocking is that not only is the 30-something man the main purchaser of beauty products; they also buy more than men in their 20s and 50s combined: those boys be buggin’ over beauty!

It’s easy to understand where it comes from with male role models in current media being amongst the most groomed people on the planet. From the Ryan Goslings in real life to the Don Drapers of TV land, men are bombarded with images of youthful looks, clean skin and slick hair. All of this has left men increasing their spending habits – with the average 30-something man admitting to spending an eye-watering £100+ a month in the pursuit of beauty. From pricey eye creams, luxury moisturisers and trips to spas… SPAS? Who are these men and why aren’t they taking me?!

“The stigma associated with male grooming has finally disappeared and men are not only willing to spend money to maintain their looks; they are also recommending products to one another and frequently visiting salons and spas – sometimes in groups.

With the festive season drawing near, you will see a definite shift in the way men present themselves. Look out for extra groomed eyebrows, glowing, flawless complexions and manicured nails!”Debenhams PR

The survey also revealed that men would consider buying a product as a result of celeb endorsement – with David Beckham ranking highest in terms of influence. As for products, Clinique Age Defence for Eyes, Elemis Deep Cleansing Facial Wash, Clarins Moisture Balm and YSL Touche Éclat were rated as the most wanted beauty products.


As a 20-something gent, my average comrades in arms spend around £35 a month on beauty products and I would say, give or take a few bob, that’s pretty correct for most guys my age. If I run out of all products at once it will affect how much I spend, but I have also found products that work for me and last longer.

How much do you spend on your beauty routine? Let me know on Twitter @IamNeilThornton, or in the comments below.

Ready to get Groomed? Check out Debenhams Men’s grooming range.

- Neil Thornton

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