Suffolk: Businesses eager to groom profits from growing metrosexual market

Matt Hickman, a former athlete and owner of Deluxe Nutrition

Matt Hickman, a former athlete and owner of Deluxe Nutrition - Credit: Archant

The metrosexual market is growing in Suffolk, creating opportunities for its entrepreneurs, according to local firms.

Businesses say they have noticed a growing trend among the county’s men for male grooming products and protein shakes designed to help them look their best.

Daryl Gritton, duty manager at Atlantic Health and Spa in Sudbury, said he had seen a surge in the number of younger Suffolk men asking for treatments such as waxing and eyebrow plucking as well as fake tan application.

“It is definitely a generation thing. Our older clientele are not as concerned by male grooming but the younger ones are much more metrosexual in their approach,” he said.

Ufford Park Woodbridge Hotel, Golf & Spa head therapist Anna Hasslewood said it had “definitely” seen a rise in males booking for treatments like eyebrow shaping and waxing.


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Former athlete Matt Hickman, owner of protein shakes firm Deluxe Nutrition in Ipswich, said the change in attitude was largely due to celebrity culture.

“Style icons like David Beckham and Jonny Wilkinson openly take care of themselves so it is becoming more acceptable as a man to take greater pride in your appearance,” he said.

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“Suffolk men are no exception. Whether through protein supplements and gym workouts or using a range of beauty products, large numbers are now experimenting in a bid to get the perfect look.”

Mr Hickman said his firm’s turnover had doubled in three years with monthly sales figures an average of 692% higher now than in 2012.

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