High maintenance men are stealing our products! One third of boys admit to using their partner's beauty buys



21:39 GMT, 2 August 2012

Well-groomed men are now turning to female beauty products in order to maintain their appearance, a new study has revealed.

A recent poll found that 34% of men use their partners’ beauty products, with 6% using them as frequently as their other half.

Males are also spending much longer getting ready, with 25% taking the same amount time preening themselves in the bathroom as their partner, or even longer.

Keeping up appearances: An increasing amount of men are using their partner's beauty products

Keeping up appearances: An increasing amount of men are using their partner's beauty products

Body hair removal was also high on the list of male grooming priorities, with 30% of those surveyed admitting to shaving or waxing their body hair and 20% revealing that they pluck their eyebrows.

However it seems that men are holding back from adopting the metrosexual look completely, with many reluctant to use actual makeup products.

Only 11% admitted men using concealer, 10% revealed that use fake tan while 1% of men said that they used foundation in the poll by beauty retailer Escentual.com, which sells both male and female cosmetics,

The news comes just days after Superdrug launched two new face masks designed especially for men after discovering that many of their male customers were heading to the women’s skincare aisle.

‘The results are in line with the trend towards metrosexual grooming habits that we have seen in recent years,’ said Escentual founder Rakesh Aggarwal.


David Beckham

Well-groomed: Celebrities like Peter Andre (left) and David Beckham have embraced the metrosexual look

‘Men are definitely more aware of how to look after their skin and appearance than they were even five years ago.

‘Women aren’t the only ones that want to copy their favourite celebrities – with men like Matthew McConaughey, Josh Hartnett and Justin Timberlake having fronted male beauty campaigns, men are feeling the pressure to look groomed and it is now acceptable to admit to making an effort to look good.’

Image-conscious celebrities like David Beckham and Peter Andre, who has admits using anti-ageing serum and fake tan, have been large contributors to the metrosexual effect.