By Shree Ann Mathavan

THEY wear make-up, have complex grooming rituals, and if you don't look close enough, you might mistake them for women.

Yes, we're talking about some men here.

According to a report in UK newspaper The Times, two phrases have been coined to describe such men in Japan: Soshokukei danshi or 'herbivorous males', and Ojo-man, or 'girlie men'.

There is a growing number of such men in Singapore too, those in the beauty industry told The New Paper on Sunday.

Mr Tan Seng Hwee, 32, general manager of WhatHeWants, a speciality male beauty store with outlets at The Cathay and Suntec City, has seen more men dolling themselves up since the business started three years ago.

His client base has grown by 30 per cent every year, he said.

"The numbers of men using cosmetics have definitely risen as men get more and more concerned about their appearance," he noted.

Items like bronzing powders for the face and concealers are popular with his customers, he said.

Photos: TNP, Jonathan Choo and Kua Chee Siong

But the store has yet to carry items like mascara, lipstick and eyeliner.

Singapore society is still too conservative to accept feminine looks on men, Mr Tan pointed out.

"Most Singaporeans can accept concealer but mascara and lipstick is something not many can accept yet," he said.

"I guess in Japan, make-up for men is something that is accepted because it tends to be more on the cutting-edge of trendiness there."

But, Mr Tan believes, more radical make-up for men would be the natural progression for men here over the next few years.

When that happens, he would be open to carrying a wider range of cosmetics.

"If it makes men feel better and more confident, that's a good thing," he said.

The 'girlie man' look isn't just a Japanese phenomenon.