FROM manscara to moisturiser and guyliner to lip balm, the metrosexual man is firmly on the beauty radar.
With hundreds of potions and lotions targeted directly at the male market, girls may already find themselves jostling with their man for mirror space.
Skin care savvy men in search of a no-nonsense, sophisticated grooming regime should look at Eyre BioBotanics, a range of chemical-free, high performance facial skin care products from Australia.
Formulated for the specific skin care needs of men, Eyre BioBotanics offers a complete grooming solution designed to cleanse, shave, hydrate, perfect and protect the skin. Choose from the cleansing range (try Eyre BioBotanics Active Enzyme Facial Cleanser (£14, 50ml; £22, 150ml), shaving system (*Eyre BioBotanics Absolute Shaving System (£24, 150ml) and moisturising Eyre BioBotanics 24 Facial Moisturiser (£36, 150ml). Available from Mankind (www.mankind.com).
Specially formulated for men, the products in this set from John Lewis contain hemp seed oil for its soothing and healing properties, and its ability to hydrate and moisturise without greasiness. Contains Bullocks Soothing Moisturiser, 100ml and Bullocks Bracing Body Wash, 100ml.
To shave or not to shave? A bit of stubble can be attractive but a full on hair fest is not an option so indulge in the best and treat yourself to this luxurious shaving bowl with soap from Kent (120g, £12 )from and Kent Shaving Brush, £28, both available from John Lewis.
And no grooming routine is complete without a splash of something cool and sexy. Are you Confident, Timeless and Successful? Then Aramis is the fragrance for you. A timeless classic, Aramis is the first fine fragrance created just for men, and blends notes of Bergamot, Citrus, Patchouli, Sage, Sandalwood and Leather. Eau de Toilette 60ml £29.00, Eau de Toilette 110ml £39.00.
Perhaps you are Carefree, Effortless and Playful? Then DKNY Be Delicious Men is your scent. Marrying modern woods, green apples and intoxicating coffee the Eau de Toilette 50ml is available at £30.00 and Eau de Toilette 100ml, £42.00.
Finish off with a slick of hair gel and a quick once over with the ghd iv mini styler - hair straighteners that are perfect for short and spiky hair styles - a quick glance in that much coveted mirror and you are good to go.