The online dating industry is now worth 4 billion worldwide

That's a wide territory, and pretty impressive figures.

the online dating industry is now worth 4 billion worldwide-22the online dating industry is now worth 4 billion worldwide-25

"The Refinery was launched to give men a comfortable place where they can enjoy hairdressing, barbering and grooming within a male environment," says the Mayfair outpost's manager, Deborah Gayle.

"The impetus to do this was that at the time – 1999 – there seemed very little within spas and hotels for men in terms of treatments. Men tend to see their grooming as work, rather than pleasure, both in the salon and out, whether it's shaving their faces, or waxing their nether regions.

A very big percentage of women are still buying men's grooming lines as gifts, or on behalf of partners." I wonder if there's still some kind of social stigma to a man paying too much attention to his looks – is there still the notion that a "real" man wouldn't wear moisturiser?

Interestingly, it's borne out by certain statistics – such as the fact that men are more likely than women to search for and buy toiletries online.

The next natural step, of course, is the salon, which has boomed.

In 2015, 25 per cent of customer were men, according to a survey by professional beauty and hairdressing supplier Salon Services.

Last week, Jack Dorsey’s Square, the six-year-old company known for its white, cube-shaped credit and debit card readers, offered just over 31 million shares at a maximum of apiece for total value of up to 3.7 million.

Here's a confession: I've never been in a salon, or a spa. Mrporter.com, the high-end menswear etailer, reported a 300 per cent growth in men's beauty and grooming products in 2015, a category it only added to the site two years ago.

I've never had anything professionally pluck or shaved – bar a few zeros off my bank balance thanks to Miuccia Prada twice a year. But 2013 was a bellwether, the first year men spent more money on male-specific toiletries than on shaving products. The top 10 boom markets for men's toiletries since 2010 include Brazil, South Korea, the US, Germany, India and, yes, the UK.

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