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

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As sales of cosmetics for men soar, book reveals industry’s first boom was in 1700s
Male beauty bloggers Jeffree Star, left, and Manny Gutierrez. Photograph: Stefanie Keenan/Getty Images
Male beauty bloggers Jeffree Star, left, and Manny Gutierrez. Photograph: Stefanie Keenan/Getty Images
Sun 28 Feb 2021 04.45 EST
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.

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