What: It isn’t just women who are buying beauty products these days. According to a new global survey conducted by Sephora, men in the United States are spending more on skin care, teeth whitening, and fragrances than ever before. In comparison, men in France say they’re splurging on fragrances and exfoliating facial creams, while Chinese men spend very little money on any fragrances or colognes whatsoever and instead buy facial creams and lotions.

What They Say:
“In the US, men’s preferences are rather mixed, with the three top-selling products including skincare, teeth brightening, and fragrance. Apart from D&G’s new Anthology series (targeted at men and women), the most popular fragrances are old classics such as Acqua di Parma, Dolce & Gabbana’s Light Blue, and Armani’s Acqua di Gio.”

What We Say: While it’s hardly a surprise that men are shopping for beauty products these days, it does seem surprising that skin care products and teeth whiteners rank above fragrances and colognes for U.S. men. What will really be interesting is to look at a survey like this in five to 10 years, and to compare whether culture attitudes have changed over that period in terms of the beauty products men buy.