Step aside ladies, men understand the lure of all things beauty too. A study out of the UK reveals that men in their 30's spend more on male grooming products than men in their 20's and 50's combined!

Research conducted by high street retailer Debenhams revealed the pressures to maintain a youthful look, paired with the influence of well-groomed celebrities such as Ryan Gosling and Brad Pitt are thought to have led to the increase in spending habits. The average 30-something man now admits to spending over £100 per month ($163) on expensive eye creams, luxurious moisturizers and trips to the spa - three times as much as their gym membership.

Of the 1,000 UK males surveyed, those between ages 20 - 29 spent on average £35 per month ($57) on grooming products. The figure doubled for males in their 40's who spent an impressive £70 ($114), while those in their 50's seemed to have a more relaxed approach to male grooming at around £45 ($73) per month.

"Our survey shows there is a steady increase in male grooming spending habits over the years." said a Debenhams spokesperson said to Beauty4Media. "In your teens, grooming consists of a splash of water with a hint of soap - if you're lucky! The introduction of electrical shavers and on the spot treatment products in your mid-late twenties means there is a definite increase in spending." Now cut to a few years later.

"But it's all change as soon as you hit your 30's when the focus shifts to products that maintain and prevent and money is no object! The spending cycle declined at 50, almost returning to the amount spent in your 20's as grooming takes a back seat and is seen as less of a priority and more of a necessity."

The survey also revealed that men in their 30's were willing to spend up to £50 ($81) on a moisturizer and up to £40 ($65) on wrinkle busting eye creams, Clinique's Age Defense for Eyes, Elemis Deep Cleansing Facial Wash, Clarins Moisture Balm and YSL's Touche Éclat were rated as the most wanted beauty products. These dudes know their beauty products!

Respondents also confessed they would purchase a male grooming product if it was endorsed by a celebrity with David Beckham ranking the highest in terms of influence. Can we blame them?

The male UK skincare market is worth an estimated £600m and beauty experts at Debenhams believe this figure is set to rise as the festive season approaches and men scramble to look their best for office Christmas parties.

"The stigma associated with male grooming has finally disappeared and men are not only willing to spend money to maintain their looks, they are also recommending products to one another and frequently visiting salon's and spa's sometimes in groups," said the rep. "With the festive season drawing near, you will see a definite shift in the way men present themselves, look out for extra groomed eyebrows, glowing, flawless complexions and manicured nails!" Looking forward to it!

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