Makeup

The $5 Billion Secret Men Are Keeping

A new survey reveals just how much men are getting into makeup

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Hate to break it to you, but the days of stealing his super-sharp Schick in the shower and getting away scot-free may be drawing to an end. A new survey of 1,000 men in the US and UK by marketing communications company JWT shows that more and more fellas are dipping into our once-exclusive world of mani/pedis, lip balm, and concealer.

Just last year, American gents spent a whopping $5 billion on grooming products, more than half of which went into skin care and cosmetics. That's a $2.6 billion increase from what they were dishing out back in 1997. Turns out, it's not just the guys on "Jersey Shore" working the "T" in "GTL" into their daily routines, and your mani schedule might start coordinating with your man's.

The proof is in the numbers. Check out the percentage of men who are dabbling in our beauty domain:

54 percent: Skin care products (moisturizer and eye cream)
33 percent: Waxing/hair removal
39 percent: Lip balm
29 percent: Manicure
24 percent: Facials
13 percent: Eyebrow waxing
19 percent: Fake tan
9 percent: Foundation
11 percent: Bronzer
10 percent: Concealer

Surprised? So are we, although beauty biz trend-watchers are saying this is just the tip of the iceberg. It's pretty clear Tom Ford and Marc Jacobs know exactly what they're doing by releasing man-friendly beauty lines and makeup for men.

What do you think? Have you noticed more men wearing makeup or showing up in your nail salon?

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