Male waxing is up 85% year on year according to beauty bookings platform Treatwell. 

Research into its male customer bookings revealed that between 2015 and 2016, a third of men who booked treatments through Treatwell chose an anti-ageing facial while one in four booked an intimate wax, though back waxes were most popular overall.

Other male-friendly treatments were manicures, with 25% apparently making these a regular appointment, and deep tissue massages – a quarter of the men opted for one over the booking period.

Pedicure appointments attracted one in five men, as typically one of the most practical and gender-neutral treatments.

Commenting on the stats, Lopo Champalimaud, founder of Treatwell, said: “Unlike women, men don’t regard their treatments as pampering treats – for us it’s more of a maintenance thing. There isn’t the stigma attached to looking after ourselves that there once was. In fact we’re expected to look groomed.”