We're talking under-eye concealer, blemish cover-up and eye liner by the bucketload, all amounting to a £750 million a-year UK industry. Blame David Beckham or Bowie, blame Russell Brand, but one thing is certain....men are getting prettier behind our backs.
"Male grooming is the fastest growing new market in our salon," confirms celebrity beautician Barbara Daley, "Not only are men more conscious of their hair and image, but they are also more open to suggestions.
"I have noticed more blokes coming in for eyebrow shaping and eyelash tinting, to give them that big-eyed effect that women love but without the stigma of 'guy-liner.'"
"I do a great deal of make up for very well known businessmen and politicians," agrees A-list make-up artist Nettia Hibbert.
And she should know, having recently powdered the nose of US Presidential hopeful John McCain, "But the more "manly" men that I deal with HATE the thought of people knowing they are wearing it."
"I use a great deal of Biotherm who do a moisturiser that has anti-shine in it," she suggests. Another trend which is more popular than ever is men experimenting with their hair colour. "The grey guys want to be grey-er, like Philip Schoffield," adds Daley, who recently toussled the tresses of Coleen McLoughlin.
