Men are becoming just as concerned about their natural beauty as women, an expert has claimed.

Jason Wigglesworth, salon director at the Gentry Grooming Co, which pampers men in Manchester with treatments such as Indian head massages and facials, said that boys are particularly concerned about their complexion.

He predicted that this trend will be made apparent next year, saying: "I would envisage that 2010 will be all about the brow and healthy glowing skin."

Mr Wigglesworth also dispelled any myths that chaps are lower maintenance than girls when it comes to their natural beauty.

He explained: "Men are now just as demanding as women, if not more demanding in the pursuit for male perfection!"

The grooming expert's comments come after Debenhams announced that men now account for 40 per cent of the appointments at their high street Brow Bars.

Demand from men for eyebrow threading has reached such high levels that the company is considering holding male-only "guybrow" nights in its stores.