There has been a pivotal shift in male pampering culture during the last decade. Men’s toiletries used to consist of shampoo, shaving cream, after shave lotion and deodorant, and not much else. But from London to New York to São Paulo, bathroom cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks—all designed specifically for men. Based on current trends, it is only a matter of time before a full portfolio of men’s grooming becomes a daily way of life.