Skin and tidy brows ‘next big thing for men’

Many of my male friends love designer clothing almost as much as I do - and the guys here at Secret Sales spend as much time shopping the fashion sales as us girls.

But according to Jason Wigglesworth, operations director at The Gentry Grooming Company, beauty products and gadgets are increasingly on male shopping lists.

Jason explained that taking care of what you look like is increasingly important professionally nowadays and looking well-groomed and turned out for interviews can really help.

"The demand for eyebrow shaping, tidying and waxing is also a fast growing treatment that is requested day-to-day. The next big thing, as I predicted last year, is all about the skin and tidy brows. What more could a women ask for?" he said.

However, guys who want to raid the beauty cupboard should seek out products that are designed for men - instead of pinching their girlfriend’s stuff.

Jason stressed that this is because the make-up of men’s skin is different to that of a woman’s as they have lower levels of PH, which makes it more acidic and they have higher levels of testosterone.

The insurance firm Sheilas’ Wheels conducted research this month which found that 39 per cent of men had admitted to borrowing their partner’s tweezers, 37 per cent had used their girlfriend’s moisturiser and seven per cent stated they had tried out their fake tan.