There's no doubt about it - men are spending more on their personal beauty regime. Facials, manicures and serums are no longer limited to women, as their other halves realise the importance of paying more attention to their skins.

Celebrities like George Clooney (who admitted to having an eyelift), Chelsea football manager Jose Mourinho, David Beckham and even Noel Gallagher (who was spotted buying wrinkle cream from Superdrug) are proof that looking after your looks doesn't mean sacrificing your masculinity.

"In the last few years, it has become accepted in our society for men to care about and take care of their appearances," says Essie Weingarten, founder and president of Essie nailcare.

"Men now realise that they can be judged by how they look and therefore they need to groom themselves. Manicures and pedicures are now commonplace and even acceptable for men, as hands and nails are one of the first things people notice when meeting someone new."

Men now really appreciate scents. And manufacturers are now expanding their ranges of male fragrances. The latest - Kenneth Cole RSVP £29.50 (The Perfume Shop) with lavender and grapefruit - was inspired by Jon Bon Jovi.

Sporty men may prefer fresh perfumes like Chanel Allure Homme Sport Cologne, £50, Bvlgari AQVA Pour Homme, £49, and Thierry Mugler Ice*Men with iced coffee and frosted nutmeg, £28.

Musky fragrances are ideal for refined gentlemen and grandads. Dunhill Pursuit, £30, and the limited edition Terre D'Hermes, £48, look and smell impressive.

Kits full of holiday essentials are no longer the preserve of females. Menscience Travel Kit, £78 at Space NK, Liz Earle Naturally Active Men's Essentials, £33.50 and Origins For Men gift set, £25, contain everything men need to just get up and go.

After years of opting for the weather-beaten look, it seems more men want to stay looking fitter and younger and, believe it or not, they're using make-up to do it.

Make-up for men isn't about looking like a drag queen, with red lips and kohl-lined eyes, or following the season's colour trends.

It's more about making the most of their existing features, and includes simple tasks like applying hand cream and lip balm, the clever use of concealer to disguise under-eye bags and puffiness, and grooming the eyebrows.

While men can use their partner's products, there are some items that have been created especially for him.

Men can go undercover with Men Pen, £9.99 (www.menpen.co.uk). This concealer stick comes in 17 shades and can disguise blemishes, under-eye circles and age spots.

Biotherm Homme Power Bronze allows men to get a natural and healthy-looking fake tan.

The four products - Matte Powder Brush, Moisturising Tinted Gel, Instant Dark Circle Concealer and Self Tanning Express Gel - are priced from £17 (0800 037 1020/www.biotherm.co.uk).

SKINCARE SAVIOURS

With more men falling for the benefits of skincare, it's about time that their needs are addressed. Men's skin has a very different biophysical structure to ours: it's oilier and thicker.

Finding the right cleanser can be a mission, but he won't go wrong with Lab Series Multi-Action Face Wash, £15 at Boots, Urth Skin Solutions Invigorating Face Wash with white tea, £20 from Mankind.co.uk, or for a real treat, Creme de la Mer The Cleansing Gel, £50 (0870 034 2566/www.cremedelamer.co.uk).

He can then tone up with Lab Series Oil Control Solution (toner), £15, before hydrating with moisturiser. The new Lancome Men line has futuristic-sounding names to keep guys happy. Age Fight Fluid, £33, Renergy 3D Cream, £46, and Hydrix Gel, £27, are all fab moisturisers to help fight signs of ageing.

Men spend most of their lives shaving, and Clarins Men Skin Difference serum, £26.50, and Perfect Potions Man Made After Shave Balm, £14.95 (01242 602 977/www.skinnutrition.co.uk), will give him a smoother shave.