It is not just a women's thing anymore! Urban Chinese men reportedly spend 8.6 minutes a day gazing at themselves in the mirror and shell out 80 yuan (US$10) a month on beauty products on average reveals a recent survey.
Men in Beijing and Shanghai were competing amongst them on whose residents were most vain.
Those in the capital spent the most money on cosmetics - an average of 119 yuan a month, but those in Shanghai looked in the mirror the longest - about 17 minutes a day.
The survey of men aged 18 to 60 in seven major Chinese cities was conducted jointly by Horizon Research Consultancy Group and a Shanghai fashion and media company.
The trend is not confined to the sale of cosmetics only. Chinese men are increasingly investing in plastic surgeries too.