The early pioneers of this category were the fabulously named Metrosexuals, a small band of males with enough self-confidence to happily embrace cosmetics.
Mainstream acceptance has been some time coming, but the magic formula as always turns out to be a credible brand story. So now moisturising man can look himself in the eye in front of the shaving mirror and declare: “Sure, I take care of my skin, but I’m still a BULL DOG with a ROCK FACE!” Not much evidence of a feminine side there then…