They spend pounds 200 a month on facials and moisturisers and love nothing more than talking to the girls in the Mayfair beauty salon about the state of their skin.
But they are not middle-aged ladies who lunch or models with too much time on their hands - they are the biggest spenders of a new breed of image-conscious men whose quest for personal pampering has led to a massive boom in the male grooming industry.
According to a report by the market analyst company Datamonitor published last week, the UK male personal care market is now worth pounds 1.3bn.
Men spend pounds 65m on skincare products alone each year, as well as pounds 88m on fragrances and pounds 278m on hair grooming.
Men aged between 20 and 40 spend an average of pounds 111 a year on beauty products - only pounds 27 less than women from the same age group.
Separate research by the business information group Mintel has found that sales of male skincare products increased by 560 per cent between 1998 and 2003.
British men are the keenest users of male grooming products in Europe, the Mintel study found.
One man in four now uses moisturiser, one in three applies mousse to his hair every day and more than seven out of 10 wear aftershave.
David Beckham's enthusiasm for male grooming and the growth of men's health and grooming magazines have fuelled the boom in the market, industry analysts say.
Television makeover shows such as Queer Eye for the Straight Guy, in which gay men give heterosexual volunteers fashion and beauty tips, have also made male grooming more acceptable.
Earlier this month, Britain's first men-only beauty salon company, The Refinery, opened a third branch in London.
The Refinery opened five years ago in the heart of Mayfair, with a second branch added in the City of London.
Its latest salon, in Harrods, comes complete with plasma screens showing DVDs and fast-service "pit stops" offering 15-minute treatments for clients in a hurry. Laith Waines, co-founder of the company, said: "We have seen the business grow by about 30 per cent every year since we opened and it is continuing on that upward trend.
"It is a combination of factors. The Beckham effect has obviously helped, but I think attitudes have changed quite substantially over the last five or ten years.
"Men are much more into their image and how they look, and are prepared to pay for it, and the huge growth in men's magazines has also boosted the whole market."
Gone are the days of a gruff order for a short back and sides and a 10- minute stint in the barber's chair.
The average client at The Refinery will spend more than pounds 100 a time on a range of treatments, from eyelash tinting to non- surgical face-lifts.
Back waxing is one of the most popular procedures, and the salons will be offering the wrinkle-busting Botox injections from next year.
"Our clients' ages range from 25 to over 50 and come from all backgrounds," Mr Waines said.
"We get media people in the Mayfair salon, bankers and lawyers in our Bishopsgate branch and tourists and local residents in Harrods."
One keen client of The Refinery's ministrations is Roger Sanders, a 40-year-old IT specialist who works in the City.
He estimates that he spends around pounds 200 a month on top-end skin care products such as Dermalogica, as well as regular facials and massages at The Refinery in Bishopsgate.
"I have only started using things like cleansers and moisturisers in the last few years," he says.
"As you get older, you begin to notice these things but also in recent years it has been much easier to buy good-quality products in high street stores like Boots rather than having to go to the skin counters in department stores, which always make me feel uncomfortable as there are female shop …