A new survey by Atomik Research has revealed that 38% of British men have a stash of beauty products that they keep Hidden from their partners.
Nearly four in 10 (39%) treat themselves to treatments in their lunch hour, which is higher than women (24%), with the most popular rituals being facials (14%), hair removal (13%) and botulinum toxin (11%).
The most-used beauty product was moisturiser (49%), followed by face wash (47%), hair styling products (40%) and fake tan (22%), the report found.
Millennial men (25 to 34) are the most secretive about their beauty regime (65% hide products), followed by 18 to 24-year-olds (33%). The older generation are the most open about their beauty habits, with only 13% hiding their products. Men in London are the most secretive, with those living in the North East coming in second and those in Wales third.
Aesthetic medicine , January 2019 , p.10