The signs are there: Lane Crawford Pacific Place now has a dedicated men's beauty product area. And it's increasingly common to see men through salon windows unashamedly having pedicures. To top it off, women are fighting for space in their previously private domain of the bathroom cabinet.
The workplace and the dating scene are increasingly competitive and men are slowly realising that looking their best is not only optional but vital.
'Nowadays so many people have the same level of education as me, with degrees and good grades,' says Wang Qiang, 34, who works for a logistics company in North Point. 'So last year I decided I needed to do something different to give myself an edge. I'd been told by colleagues that when I am groomed I look more successful, so I headed down that route. I recently got promoted and was given a salary rise. So I really believe that my improved appearance has been a contributing factor.'
Looking good and feeling good are linked. Improving your look can make you more confident, win you more co-operation from colleagues and clients, and even help you to operate more efficiently.
'Women today can be so demanding,' says Michael Lee, 31, who works in financial services. 'One date told me she spent so much time making herself look good that she expected a similar level of grooming from her boyfriend. It was then that I realised that designer clothes and shoes weren't enough - my dry hands were enough to put her off me. So I did what any other smart guy would do. I did what I had to do to get the girl. No regrets so far.'
Appearance isn't everything, although perhaps the most vital social skill is making people around you comfortable, and this is where grooming comes in, both in your personal life and professional affairs. First impressions matter, so here are the top five things men should be doing.