For a long time, the pursuit of beauty seemed like women's work; we're more apt to describe men as "handsome" or "attractive" rather than "beautiful." Yet the same beauty industries that sell countless products to women are starting to realize that men might have the same insecurities about their looks. In 1997, $2.4 billion was spent on men's grooming products; by 2009, that number was $4.8 billion [source: Newman]. Men, it seems, are becoming more interested in products such as concealer and moisturizers that will keep them looking their best.
And some men shun makeup, but think nothing of going under the knife. According to the American Society of Plastic Surgeons, men underwent 1.1 million cosmetic procedures in 2010, an increase of 2 percent over the previous year [source: Hendrick]. The most common procedure for men: facelifts. Most cosmetic surgeries are still performed on women, but now the ladies may have some male company as they wait in their plastic surgeon's office.