Forget grooming to Zoom – 18th-century men were first to make up

As sales of cosmetics for men soar, book reveals industry’s first boom was in 1700s

Male cosmetics are no longer the preserve of rock stars, with data showing sales are booming. But a new book by a historian at the University of Exeter reveals that far from being a modern trend, grooming products for men were popular centuries before being advocated by the likes of Russell Brand, David Bowie and Prince.

Dr Alun Withey says it all started in the 1750s. “The 18th century is actually the beginning of the market for men’s cosmetics that we see today,” he says, noting there was a “new focus on refining the body, so personal grooming becomes important”.

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