Half of UK men are regularly using skincare, according to latest research

The male grooming market is continuing to grow, with more than half of UK men using moisturiser and one in ten applying make-up. The latest research by marketing company J. Walter Thompson found that 54% of men regularly use moisturiser and eye cream.

According to the study, a third of men reported using hair removal products, while 9% admitted to using foundation and 11% to using bronzer, and these figures set to rise. This growth is not just occuring in the retail side. The survey also found that 29% of men reported having manicures, 24% to having facials and 13% enduring eyebrow waxing. 

“Gender conventions are blurring”, says Ann Mack, director of trend spotting at J. Walter Thompson. “Men are formulating a more nuanced idea of what it means to be a man." 

The survey, entitled the ‘The State of Men’, aimed to determine current trends in the male cosmetic sector, and asked 1,000 UK and US males aged 18 and over.  

Following the success of male cosmetics in Asia, the UK is seeing a rise in the sector. Professional Beauty reported back in May that 22% of UK men are now choosing to wear make-up and skincare, according to research group Canadean.

Men being increasingly concerned about how their looks can affect their career prospects was cited as a possilbe reason for this, or it could simply be that what it means to be a ‘man’ has changed?

Gone are the days where a man’s cosmetic shelf consisted of a bar of soap and a bottle of Old Spice. With specialist male make-up on the rise and designers such as Tom Ford and Marc Jacobs launching male grooming lines, it is the male grooming market is contuing to grow.