Research conducted by Priceline Pharmacy suggests that many men in Australia are making skincare and makeup products part of their daily grooming routine.
Tania Yates-Hammond, Senior Skincare Buyer at Priceline, told News.com.au that men too suffer from skin troubles and a good grooming system can help them overcome the issues, and the number of men using a scrub, moisturizer, or a concealer before their "dates" has increased.
Priceline also found that products like an eye cream, serum, primer and anti-aging gel and BB creams were most popular amongst men.
Meanwhile, Australian make-up artist Max May, who has clients like Lara Bingle, Rose Byrne and Sarah Murdoch, said that there was "definitely" an increase in men taking an interest in makeup.
Beauty salons too are experiencing a soar in the number of their male clientele.