Why grooms are spending more time on looking good

Grooms could be spending as much time as their brides getting themselves looking perfect for the big day.

There used to be a time when male grooming wasn't such a big deal. Now, it is completely acceptable for men to have perfectly-styled hair, plucked eyebrows and smooth skin.

Of course, this applies to grooms as well as those who simply want to stay looking youthful and as the special day draws nearer, they may be even more inclined to invest in a few cosmetics to make sure they look their best when they arrive at the wedding venue ready to say their vows.

While it used to be the bride hogging the bathroom to primp and preen before the ceremony, men are now spending plenty of time in front of the mirror in their quest for perfection and they may even be in there longer than their fiancees.

While women are experts at applying moisturiser and exfoliating, one expert has pointed out that grooms will often take longer reading labels, familiarising themselves with unknown products and prepping their skin for shaving.

Zara Rabinowicz, a beauty writer who has contributed to publications like She magazine and Catwalk Queen, said: "To maintain a healthy complexion and prevent early signs of ageing it's essential that men have a basic grasp of skincare, even if it's only to make sure they cleanse their skin thoroughly."

So, once they've had a shave and applied some soothing products to their faces are grooms ready to grab their wedding speech and face the music?

Well, not quite, as it seems that the modern man is taking his appearance even more seriously and is now willing to branch out into the realm of makeup.

A survey conducted by Sheila's Wheels Home Insurance recently revealed that up to ten per cent of men have pinched foundation or concealer from their other half. Furthermore, seven per cent admitted to borrowing some fake tan, while five per cent claimed that they have, on occasions, used some of their partner's mascara.

In Ms Rabinowicz's opinion, the variety of male-specific beauty products that are now arriving on the market are encouraging grooms to spend more time on their appearance.

She said that while not all men will want to try out 'guyliner' or false eyelashes for males, many have realised that grooming is no longer considered girly and are exploring the options available to them.

"Men like multi-tasking products, so areas such as tinted moisturisers and manly lip balms should prove popular, as they can groom whilst strenuously denying it, Ms Rabinowicz continued.

She also recommended that grooms invest in a pair of tweezers, grit their teeth and tackle those stray hairs, as no bride wants to be staring at "Mr Monobrow" when she puts on her wedding dress and gets ready to say "I do".

With so many options available these days, brides everywhere may want to look out, as their husband-to-be could try and outdo them in the beauty stakes when their wedding day arrives.