Millennial men hide grooming habits from their partners

While young men might be embracing grooming routines, just over a third still keep those habits a secret from their partners, a study by market research company Atomik Research has found.

Millennial men (25 to 34 years old) are the most secretive about their beauty regime, with 65% hiding products, while the older generation (45 plus) are the most open about it, with only 13% keeping a secret stash.

The study also revealed that four in 10 men (39%) treat themselves to treatments in their lunch hour, which is higher than women (24%), with the most popular being facials (14%), hair removal (13%) and botox (11%).

The most-used beauty product among British men is moisturiser (49%), followed by face wash (47%) and hair styling products (40%), the report found.