Is that his eye cream or hers The number of men buying WOMEN'S beauty products soars by 76per cent
18:00 GMT, 28 June 2012
It is no secret that the male grooming industry is a booming market. And with sales up 420per cent since 2010, it shows no sign of slowing.
But new research has revealed a surprise growth area: women's beauty products sold to men.
An infographic released today by flash sale site HauteLook found that the number of men buying cosmetics, skincare and haircare from the women's aisle is up by 76per cent.
Face value: New research has found that the number of men buying beauty products intended for women is up by 76per cent, with skincare proving to be the most popular category
The most popular category for men buying for themselves was skincare, with cleansers, moisturisers and eye creams among the most purchased products.
Of the items men were buying for women, make-up came top, though skincare also featured on that list too.
The site points out that this soaring demand for grooming products from men comes as sales from women have dipped.
A press release read: 'Simultaneously, women have been cutting back on grooming, taming and
'Today, women are
“manning up” even more a la Downton Abbey-inspired trousers, suits and
vests, as seen on spring/summer 2013 runways at Hermes and Ralph Lauren.'
As far as men are concerned, though, it seems this penchant for grooming is more than a passing fad.
Man's world: The infographic from HauteLook showed that there had been a 420per cent increase in sales of men's grooming products over the past two years
Writer Elana Fishman commented in her article on Lucky.com: 'It's been a while since we've thrown the word “metrosexual” around, but
with Marc Jacobs wearing sheer lace dresses, men's kilts popping up on
runways and Morgan Spurlock directing an entire documentary about guys'
grooming habits, we're guessing this isn't the end of this particular
HauteLook's research found that sales of men's jewellery were increasing by an average of 117per cent every month, with watches proving to be the best-selling category.
And it seems men are buying almost as many pairs of women's underwear as men's, with 11,390 pairs of boxer briefs sold on the site over the last two years, compared with 9,221 pairs of women's knickers.