Metrosexual men cost their partners £230 a year in beauty products It was suggested men used the products because they were too embarrassed to buy the skin products themselves and did not like shopping, but wanted to groom and pamper themselves. Rakesh Aggarwal CEO of Escentual.com said: "Twenty years ago most men wouldn't have dreamed of using a moisturizer but nowadays it is much more common-place thanks to role models like David Beckham. But it's clear that many men still haven't got into the habit of actually buying their own beauty products and tend to use their partner's moisturizer instead. Clearly there is still some stigma attached for men to buy beauty products in public, but mainly it's because guys hate going shopping. This is why we have seen a marked increase for men buying skin-care products online because that way they can avoid feeling awkward in a shop. Celebrities like Simon Cowell, David Beckham Gordon Ramsey have changed perceptions on male grooming with Ramsay admitting to have had botox and a hair transplant. The term metrosexual is a now a common description fo many modern men who use it to describe themselves.