Wahl - Market Research

The Secret Life of Men:

38% Have Hidden Beauty Buys From Their Other Half


New research has revealed that men love a beauty product and treatment but aren’t as keen to share this fact with their partners!
38% admit to hiding beauty treatments and beauty purchases such tanning products and anti-aging creams from their other halves.
Considering half of British men buy moisturiser, a quarter anti-aging products, and a fifth tanning creams- it’s a lot of hiding. 

New research has revealed that the modern man likes to keep himself looking good and enjoys spending money to maintain his looks. But he’s not so open about the fact with his partner, as 38% of men surveyed said they hide their beauty treatments and products from their partner.


Some of the things they are choosing to keep secret include getting waxed, doing face masks, and buying products such as tanning products, face wash, hair loss treatment and even make up!


Half of men use moisturiser, 22% use fake tan, a quarter buy anti-aging products and a quarter keep their beard in check by buying beard oil. In terms of beauty treatments, 19% get their eyebrow waxed, 23% have manicures.


The research by Wahl of over 2000 men, even found that some men are having more beauty and cosmetic treatments than women.


18% of men admitted to having laser hair removal – compared to 13% of women. Shockingly, more than double the amount of men (11%) admitted to having had Botox in their lunch break compared to 6% of women.


A quarter of men (23%) admitted that their spending has increased in recent years on maintaining their appearance. Reasons given include being more conscious of how they look (35%), wanting to spend more as they age (36%) and 29% said that they feel that it’s become more acceptable nowadays.


For 46% of men questioned, they take care of themselves to increase inner confidence, to look for a good partner (32%) and to make a good impression when meeting new people (26%).