Male beauty grooming is booming in Japan. The conventional image of a grey-suited and grey-faced businessman is being usurped by a colourful new generation of beauty-conscious Japanese men. With new products ranging from men-only make up and manicures to moisturisers and facials, it is Japan's men who are fuelling the nation's beauty industry.

Sales of male beauty products and treatments grew last year by 4.2 per cent – compared to a 0.6 per cent decline in the female beauty industry, according to figures released by Yano Research Institute in Tokyo. While men still account for less than 10 per cent of Japan's beauty market, the rise of the perfectly manicured man has resulted in Japan's male beauty care market doubling its revenue over the past six years to an estimated Y35.42bn (£172m).

Last month, a new make-up product for men was launched in Japan – the H/E bronzing powder provides a delicate golden shimmer; and a manly factor 18 protection from the sun. Every day, a menu of power exfoliations, detox facials and executive pedicures attracts around 30 men – mostly professionals aged between 35 and 50 – to the chic male-only confines of The Refinery, a spa which opened last year in Roppongi's Tokyo Midtown development.

The growing quest for self-improvement and rise in disposable incomes, combined with a shift in gender stereotypes, are among factors propelling men towards the world of beauty. A study by Shiseido, the Japanese cosmetics company, found as many as 70 per cent of Japanese men believe appearance is important and 15 per cent spent an average of Y2,000 a month on cosmetics.

Japanese cosmetics manufacturer Mandom, whose name combines "man" and "freedom", sells its product line Gatsby ranging from eyebrow kits to hair dye to powdered facial paper. Its best-seller is oil-removing tissue for men. "Right now, the emphasis is on 'pretty', and nice, delicate men are in style," said Mayu Shimokawa, chief manager of product promotions at Mandom. "Masculine men don't seem as young. Men who fight, men who try really hard and exert themselves seem old and outdated." (The Independent)