Men in their 30s spend the most on beauty

Men in their 30s spend £100 per month on skincare and grooming products, according to a new study conducted by retail chain Debenhams.

According to the research, 30-something men are happy to spend £50 on a moisturiser and £40 on an anti-ageing eye cream, with products including Clarins’ Moisture Balm and Elemis’ Deep Cleansing Facial Wash cited as the most desired on the market.

The study, which surveyed 1,000 men aged between 20 and 60, also found that men in their 30s are the biggest spending demographic, out-spending men in their 20s and 50s combined.

“As soon as you hit your 30s, the focus shifts to products that maintain and prevent, and money is no object,” said a Debenhams spokesperson in a statement.

“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 visiting salons and spas.”

Figures from Mintel back in September show that the male beauty market in the UK is worth some £574million, set to rise to £600m by 2017.