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Mark Simpson, the famous writer and broadcaster specialising in popular culture, media, and masculinity, has said, “Metrosexual man is a single young man with a high disposable income, living or working in the city (because that is where all the best shops are), is perhaps the most promising consumer market of the decade. In the 80s, he was only to be found inside fashion magazines, such as, GQ. In the 90s, he is everywhere and he is going shopping.” However, it was not until the early 2000s when Simpson returned to the subject that the term became globally popular. In 2002, salon.com published an article by Simpson, which described David Beckham as 'the biggest metrosexual in Britain' and offered this updated definition: The typical metrosexual is a young man with money to spend, living in or within easy reach of a metropolis – because that is where all the best shops, clubs, gyms and hairdressers are. He might be officially gay, straight or bisexual, but this is utterly immaterial because he has clearly taken himself as his own love object and pleasure as his sexual preference. With the context in place, we bring to you the cover story titled the 'Men's Grooming Industry: Growing from Strength to Strength'. It highlights the cataclysmic rise of the category thanks to the changing needs of the metrosexual male. With inputs from major players in the business as well as industry-reports by Mintel, we say it like we see it. Dr Debraj Shome, a Cosmetic Surgeon & Director, The Esthetic Clinics in Mumbai, shares insights on the trending aesthetic procedure called Beard Transplant. Shahnaz Husain, veteran in the beauty industry, sheds light on the rapid growth of the category. All this and lots more

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