38% of British men hide their grooming habits from their partner

British men’s grooming habits have been revealed in a new survey by Atomik Research, with 38% admitting to having a stash of beauty products that they keep hidden from their partners.

Nearly four in 10 (39%) treat themselves to beauty treatments in their lunch hour, which is higher than women (24%), with the most popular rituals among men being facials (14%), hair removal (13%) and botox (11%). 

The most-used beauty product among British men is moisturiser (49%), followed by face wash (47%), hair styling products (40%) and fake tan (22%), the report found. 

Millennial men (25 to 34) are the most secretive about their beauty regime (65% hide products), followed by 18 to 24-year-olds (33%). The older generation are the most open about their beauty rituals, with only 13% hiding their products. 

Men in London are the most secretive about their grooming stash, with those living in the North East coming in second and Wales third. 

These are the 10 beauty products men most commonly hide from their partners:

  1. Face masks
  2. Face wash
  3. Hair dye
  4. Hair-loss treatment
  5. Hair-styling products
  6. Moisturiser
  7. Tanning products
  8. Nose and ear trimmer
  9. Hair-removal products
  10. Make-up

Read our piece on male grooming how to: waxing eyebrows and Wax Daddy Andy Rouillard’s top tips for blending hair lines

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