Chinese men are increasingly interested in looking good. More and more men are now spending money for personal grooming services.

Although the metrosexual phenomenon, which implies men spending heavily on grooming products, is still stronger in countries like South Korea and Japan, the interest among Chinese men in personal care services has been growing rapidly.

Facial skin care is the men’s grooming category that is experiencing the most dynamic growth in China, with beauty products for men quickly rising in popularity.