A NEW breed of Ipswich metrosexual is giving the local beauty industry a makeover.
The once careless blokes are now swapping their traditional beauty regime of soap and water for facials and deep cleansing treatments.
They're also making regular appointments to have their eyebrows shaped, their nails buffed and their hair styled.
Cinderella's Beauty has reported a surge of urban - and increasingly urbane - males walking through its doors.
Owner Cindie Wareham said her male clientele had doubled since her Springfield Lakes store opened two years ago.
"Men are definitely paying more attention to their looks," she said.
"They've realised keeping up appearances is not just for women.
"Men are also becoming more particular than women - it often takes me longer to cut a man's hair than a woman's hair."
Ms Wareham said "manscaping" was "extremely" popular with men of all ages wanting to rid themselves of hair.
"Eyebrow waxing is a big thing," she said.
"Surprisingly men are more consistent with their waxing appointments than women too."
David Watson has shaped his eyebrows for the past six years.
The 24-year-old field representative from Springfield Lakes said taking care of his image was important.
"Fashion is different these days and you don't see much hair on men or women any more," he said.
"I've had my eyebrows waxed since I was 18 and I also wax my back. I do it for myself - I like to look after myself."
Tranquillity Hair Body and Soul senior hairdresser Tamyka Kneebone said male grooming trends started to shift about a year ago.
She said the East Ipswich beauty salon increasingly relied on its male client base.
"About 50% of our clients are male," Ms Kneebone said.
"One day we could have more male customers than female customers as some women get to an age where they let go of themselves."
She said hair colouring and styling were her most popular male requests.
"Men are asking more questions about how they can look after their hair," she said.
"They want to know what hair products are best and often ask for styling tips."
Pure Indulgence Springfield manager Stacey Russon said her store had received more male requests for facials and massages.
"We've noticed younger men looking after their skin a lot more. It seems their mothers are telling them how important it is," she said.
"Massages are very popular too - we have about 10 male customers a week coming in for a massage."