Just last month the “brozilian” phenomenon was making the headlines, with reports of a rise in US men opting for a Brazilian waxes, while figures released earlier this year by a beauty products giant showed men's products were among the fastest-growing categories for the brand.

A similar picture is seen in countries including India, where the recent report “India Male Cosmetics Market - Consumer Insight 2012” predicted the Indian male cosmetics market will reach 600 million dollars by 2016.