Get groomed: skin care for men

It’s been a while since men were just men. Not slippery-chested metrosexual stereotypes (hello Simon Cowell) or their hirsute, gnarly-toed opposite, the alpha male.

But thanks to the subtly groomed looks of “men’s men” Damian Lewis, George Clooney and the GB Olympic hopeful, rower Peter Reed — not to mention a couple of American football players who recently raved about their aches and pains-relieving “sports pedicure” — more and more London men are cottoning on to both the polishing and practical benefits of a beauty treatment.

Brow bar Blink has recently seen a 20 per cent increase in its male clientele. At Blink’s east London bar, hordes of City types can be seen dusting off their pinstripes after a quick threading (see David Beckham for a shapely but manly set of arches).

Over at the Ministry of Waxing, they are also being inundated with men looking for a discreet wax, and glow-getting guru James Read has designed a sculpting “sports tan” for those who might need a little help to look like Michael Phelps in their swimming trunks this summer.

As the new London treatments testify, real men get groomed, so here’s our top three:

THE RUNNER’S RESCUE

Even the best trainers won’t help if you’re suffering with blisters and calluses. Sole Therapy uses an acid peel on the heel to break down thickened skin. Then after a massage comes a nail clip and buff, before the peel is removed to reveal smoother and more comfortable skin. £50 for 45 minutes; the-refinery.com

THE SPORTS TAN

After applying the James Read Gradual Tan Body, £22.50 (harveynichols.com from June), Read adds St Tropez’s Self Tan Dark Bronzing Lotion, £33 (st-tropez.com) to the indents of arms, calves and the neck to create a subtle illusion of muscle definition. £40 for a session at Agua Spa at The Sanderson (020 7300 1414).

THE SKIN FIT FACIAL

When exposed to the elements, skin can suffer from the effects of sun damage, windburn and city pollution. New Skinceuticals City Recovery Treatment uses a cleansing clay mask and a radio frequency treatment to redress the damage — plus hydrating gels and eye creams will leave you looking refreshed but still rugged. From £80 for 45 minutes; The Refinery at Harrods.

Putting grooming to the male test

For the duration of my Sole Therapy pedicure, the iPod in the treatment room was playing Sunset Del Mar’s Finest in Ibiza chill sounds, reaffirming what I’ve long suspected: that the world of beauty treatments is one monstrous cliché.

So, for the men who might consider joining the reported male grooming trend but are put off by the industry’s extraordinary mumbo-jumbo, here is what the key treatments are all about.

A manicure is — as far as I can see — entirely pointless. It involves the application of endless creams, lotions, clays and exfoliators, takes about half an hour and costs roughly a pound per minute. At the end of it you will look at your hands and observe no difference whatsoever, beyond the temporary softness they gain from a (free) shower or bath. So don’t get one of those.