Because he's worth it?
For most men a beauty routine means a mild drowning in Lynx, excavating belly button fluff and Febrezing their jeans, or does it? Many a soul has chuckled over humorous posturings, mostly in the conservative media, over slightly obscure launches like KenMen's Man-scara and Guy-liner, but retail sales reports don't generally lie and when you see brands like Clinique and YSL getting in on the act it's time to take notice. In the UK the male grooming market has grown 800% in the last decade and is currently worth around £1.5bn. American consumers spent $4.9bn on grooming last year.