Peering into the mirror, Shawn Stephens carefully rubs in his expensive moisturiser before dabbing anti-wrinkle cream around his eyes. One more check for stray hairs above his bushy - but perfectly shaped - eyebrows and he's ready. Grabbing his car keys with his soft, manicured hands, Shawn - a very successful account director for a luxury PR company - heads to his office in Media City, Dubai.
There, he will check his appearance regularly throughout the day and make sure he looks perfect before every meeting. Shawn, 33, is proud to admit he's vain, and that he spends a lot of time and Dh3,000 a month on his appearance because it's good for business.
"In today's competitive business environment, it is important to always to look your best," he says. "Being groomed helps you gain confidence and make a great impression, whether you're looking for a job or trying to keep your competitive edge."
That's why Shawn has a meticulous beauty regime and so many products that his bathroom shelves are groaning. But he's not unusual.
Aspiring model, Anthony, 22, never leaves home without his personal grooming kit, which contains tweezers, tinted moisturiser, lip balm and handcream.
"I love my looks and want my skin to be smooth for as long as possible, so I spend a good sum of money from what I earn on expensive cosmetics," he says. "I think it's important to take care of yourself as the world belongs to the bold and the beautiful."
Hundreds of thousands of men around the world agree. The male grooming business is booming - topping the global charts at Dh92 billion in 2011, according to Euromonitor International, the London-based market intelligence organisation. And the demand for the latest products from self-confessed vain men is expected to push it to $33.2 billion (Dh121.937 billion) globally by 2015.
Dubai is likely to have a major share of that pie. Elaine O'Connell, Senior Manager for Beauty World Middle East, one of the region's largest beauty exhibitions that is held annually in Dubai, says: "Market research by Euromonitor International indicates that men in the UAE are expected to spend over Dh243.5 million annually by 2014 on grooming products as compared to the Dh181.4 million they spent in 2009.
"The rise of the metrosexual look in international fashion is a major factor in making men more conscious about their looks and image, and appearances do play an important role in opening doors to better careers and opportunities," she adds.
"The beauty industry has adapted to this growing trend with more companies dedicating separate sections to male grooming and beauty care," Elaine says. "Men's personal care brands believe that there is huge potential for business in this region."
A survey conducted among more than 800 men around the world by the German skin care giant, Beiersdorf - the makers of the first Nivea cream for men in 1986 - attributes the rise in male grooming to men being more motivated by work and social standing.
At Chocolate by Jelena in Dubai Marina, owner Jelena Jakovljevic Bin Drai tells Friday, "The number of male clients is definitely increasing in the region as appearance has become a major factor in increasing a man's influence in his community.
"While many of them are hesitant about surgical procedures, they still opt to come in for a facial or a body scrub or even a quick manicure and pedicure because it increases their self confidence and makes them more presentable," she says. "Men who work in corporate environments are expected to be immaculate, and with the growing trend in male grooming there are no longer any excuses to be made."
Spending like Beckham
Culturally, it's now often expected that men will make as much effort as women with respect to their appearance. Ever since David Beckham was voted the most beautiful athlete in 2005, he has come to personify the ultimate aspiration of every male - the soccer hero who knows how to score on the field and look forever young with his signature ever-changing hair and well-groomed appearance.
Being the ultimate male beauty icon takes work. Every morning, David has admitted to following a cleansing toning, moisturising regimen he has picked up from Victoria.
He takes more care of his eyes; uses a $100 (Dh367) per bottle under-eye cream, has confessed to plucking his eyebrows and uses a night cream to smooth any wrinkles. He regularly goes for facials, and constantly dyes his hair and styles it. His fans feel the ripple effect as they unabashedly emulate David's taste in clothes, perfumes and creams.
While Beckham has influenced the younger generation, Australian cricketer Shane Warne shows it's never too late to change. The poster boy has had a complete makeover since falling for British actress Elizabeth Hurley. He now wears his hair in a sleek, gelled style, uses make-up, has lost two and half stone and tweets about the beauty products he uses.
Bollywood star John Abraham is very vocal about men looking their best, especially since he had bad skin when he was younger. "It is high time men groomed themselves," he says. "And that's not because they need to entice the opposite sex, but because men need to take care of their skin and their looks.
"If you look pleasant you feel good, gain confidence and are able to work much more efficiently. Gone are the days when only women needed to look beautiful," he says.
Toni Bou Khalil, Senior Stylist at Toni & Guy, Dubai, thinks male grooming is here to stay. "The reason men are becoming increasingly conscious about their vanity is the same reason women always have; looking good makes you feel good," he says. "Having the standards set by actors, politicians, athletes and other famous personalities means that you will get a better groomed 21st century man - even President Obama flaunts a groomed and polished look.
"These are the people today's man admire so it's no surprise that men are learning to become better groomed and more conscious of the way they look. We have gradually seen a steady increase in the number of men visiting the salon, particularly our branch in the Dubai International Financial Centre (DIFC), as this is a hub of the image-conscious business professional who are meticulous in their appearance," Toni says. "It has reached the point where a man's appearance does reflect on his professional life, and a well-groomed exterior automatically gains more respect in the office."
Empowerment through grooming
Shawn is testament to that. He says that you might not be blessed with good looks but you can always be well-groomed. "Once you know how to take care of yourself you know how to be disciplined in other aspects of life," he says. "It is a responsibility that you ought to take. People who do not take the pains to groom themselves are lazy and if you look good you win half the battles in life.
"As I grew up, I began modelling in Mumbai to make some money, and when I looked around I realised that people who looked good were far more successful. Looking good is not just about what you have naturally, but it is about taking care to groom yourself, which is totally empowering."
Shawn's beauty regimen is meticulous - he uses moisturiser, always washes his face before going to bed, uses a face mask once a week as well as regularly using sunscreen and serums.
"I massage my scalp and hair with a concoction of various herbs and oils that help condition and nourish it once a week," he says. "I also apply a hair mask and use a body scrub that helps leave my skin soft. I never forget to moisturize my body after the scrub with a good body oil. A body massage also helps stimulate circulation, improves the skin texture and relaxes muscles if you work out regularly in the gym."
Ralph Sebastian Gasterkamp, 27, Dubai-based Dutch entrepreneur and General Manger at Coeja Eco Solutions loves visiting the salon as many times as he can in a month to pamper himself. "I have manicures and pedicures as well as facials," he says. "My job involves lots of travelling and meetings and that really makes my skin look very dull, so the facial treatment makes me look and feel rejuvenated and refreshed." Ralph also feels cosmetics are important. "It is fundamental to look good not only for yourself but also for the people you meet," he says. "You can see the male grooming market has become a significant force in the global cosmetics and personal care industry."
Dipesh Depala, the co-founder of the Ayesha Depala Boutique and ImageNation, a brand management and PR firm, feels grooming is essential to enhance your self-esteem and self-worth. "There is a certain confidence, which comes from being well groomed," says Dipesh who has a weekly massage, manicure and pedicure, and looks after his skin.
"A well-groomed person represents an organised and meticulous person, and in the corporate world it is also a reflection of a person's organisation. There is no doubt that a well-suited, well-groomed and pleasant-smelling person is going to go much further in the corporate world, as opposed to an equally bright yet slovenly counterpart."
