A new report has said that there has been a 66 percent increase in men seeking beauty treatments over the past 12 months in UK, with haircuts, hair removal and tanning topping the list.
Just last month the "brozilian" phenomenon was making the headlines, with reports of a rise in US men opting for a Brazilian waxes, while figures released earlier this year by L'Oreal China showed men's products were among the fastest-growing categories for the brand.
A similar picture is seen in countries including India, where the recent report "India Male Cosmetics Market - Consumer Insight 2012" predicted the Indian male cosmetics market will reach 600 million dollars by 2016.
Over in the UK, the survey, commissioned by UK and Ireland firm Salon Services revealed that men are now almost on a par with women when it comes to the amount they spend on beauty treatments.
"Our customers are telling us that they are seeing a huge and increasing demand from men asking for beauty treatments," the New York Daily News quoted Richard Hull, managing director of Salon Services UK and Ireland as telling the Daily Mail.
While haircuts remain the most requested treatments, 30 percent want hair removal, 17 percent want to achieve a fake tan and 18 percent of men are looking for nail care.
The rise in male manicures comes after celebrities including Seal, Dean McDermott and Johnny Depp have been seen sporting nail varnish. Just last year US company EVOLUTIONMAN tapped into the trend with the launch of a series of nail paints and varnishes just for men.