Men using teeth whitening more.

The trend for men to be more obsessed about their appearance has continued in recent months and is unlikely to end in the near future, it has been claimed.

Beauty writer Zara Rabinowicz said males are using more beauty products than ever before and are taking more care to look their best at all times – while boosting their smile could be achieved by a trip to the dentist.

She commented: “Grooming is no longer considered girly and companies are realising there’s a huge market to tap into.”

According to Superdrug, men dedicate 83 minutes of the day to their personal grooming, including cleansing, toning and moisturising, shaving, styling hair and choosing clothes.

Indeed, retailer Comet recently noted there has been a dramatic increase in the number of teeth whitening kits which the company has been selling in the run-up to Valentine’s Day.