FACE wash, toner, and moisturiser are products you would not necessarily expect every man to use in the morning but more of them are every single day.

We have all read and heard about the David Beckham phenomenon and the rise of the metrosexual through the nineties, but rather than being "just a phase" it seems blokes sprucing themselves up is here to stay.

For it would appear vanity has crept in for even the most rugged men among us after a recent survey revealed 45 per cent of males worry about how their hair looks when meeting someone for the first time, while 27 per cent are worried about the state of their skin.

IT consultant Brett Hollis said he spends about £400 a year - which works out at about £7.70 a week - on a wide-range of products for his skin and hair.

He said: "The reason I started using things like Clinique was because I was in a mate's bathroom in Birmingham when I was about 19 or 20 and I used his moisturiser.

"I was a typical greasy teenager and had problems with spots, as you do, but as soon as I used this stuff I could tell it had made a difference. I went straight to a pharmacist and I have never looked back."

Mr Hollis, who is now aged 30 and lives in Worcester city centre, said there has been a growing acceptance about men who take pride in their appearance since then.

"It's a massive industry now," he said. "There are lots of different brands to choose from. When I first started using products it was difficult to find the things I wanted but it's a lot more accessible now and there are large sections in most high street shops.

"People are much more vain these days and want to look like David Beckham or whatever but I also think people are more aware of the sun damaging their skin and the affects of day-to-day life, drinking, and carbon emissions. We are a lot more health conscious."

Male grooming expert Lee Kynaston said: "There are more products out there for men to buy now and with technological advancements the promise of better skin, better hair, less wrinkles and so on is more achievable than ever before.

"Men are now aware that whether in the bedroom or boardroom, it pays to look good and be well turned out."

That is something Mr Hollis has found out.

"I remember when I was on holiday once and someone came into the bathroom when I was putting moisturiser on and I had the mick taken out of me a bit, but it was jovial.

"Nowadays a lot of old friends from school are getting in touch through the likes of Facebook saying you still look so young, how do you do it?' and it's just moisturiser."

However, Mr Hollis said he did not think male grooming was for every man. "I think it's still very much for those with disposable income," he said. "I don't think a man with two children would buy grooming products unless he's got a really good job.

"It's very much for the singles, couples, twenty somethings and early 30s."

THE PRICE BRETT PAYS TO LOOK AND FEEL GOODClinique facial soap - £11 Clinique moisturiser - £25 Clinique scruffing lotion/toner - £13.50 Clinique shaving cream - £10 Clinique post-shave soother - £20 Wella System Professional shampoo - £9 Wella System Professional conditioner - £9 Joico hair product - £10