He may never admit it, but your man may’ve forked out more for creams and cleansers in recent months than you did!

Why do George Clooney, Will Smith and Pierce Bronson stand out from say, Mick Jagger and Clint Eastwood?  Age aside (Pierce is 57 this year), George, Will and Pierce are relatively wrinkle-free compared to the old smoothie club.

Few will ever admit it, but that’s why we have scientists! New research has shown that more and more men, ordinary men not just celebs, are buying cosmetics to keep the wrinkles at bay.

It’s no longer the metrosexual man who loads up his trolley with the latest age-defying lotions and potions. We’re talking the ordinary Joe on the street.

According to the Daily Telegraph, research in the UK has shown that male cosmetics sales are growing at twice the rate of the female market.

Guys, it seems are more keen on looking good for job interviews in addition to wanting to hold onto their youth.

The survey has found that one in five men use hair dye to kiss the grey goodbye.

Taking care of their appearance is now a status of manhood, the poll concluded, with almost two thirds of men (56 percent) using cosmetic products daily and 82 percent saying there’re no cosmetics products that they’d be embarrassed to buy!

Mick Jagger

A quarter of men regularly use face moisturizer and two in every five (39 percent) use cleansers every day to take care of their skin and combat the effect of work stress and aging.

In fact, the global male grooming sector is worth 62 billion dollars!

Metrosexual, Ricky Martin

And to shore up the UK research, a snap survey by ECR Life has shown that more and more guys in the greater Durban area are booking manicures, pedicures and facials!

Shana Sandri who runs M.E.G (Male Executive Grooming) which is the only male-specific skin care centre for men in South Africa, says she started her business because there was such a huge demand.

She’s told ECR Life: “Men book for skin treatments and sports massages but they also absolutely love their feet being done, be it a pedicure or reflexology.”

The metrosexual is gaining momentum!