Have you noticed that more and more cosmetic ads targeting men in Beijing this summer?

Insiders think China's male beauty industry will become a focus of new investment as Chinese men become more interested in their appearance.

In South China's boomtown Shenzhen, sales of male cosmetics are increasing swiftly and 30 percent beauty parlors have special for men.

In Shanghai, sun cream and facial cleanser for men have been selling well this summer, while in Xi'an shopping malls and supermarkets have set up special cosmetic counters for men.

But China's male beauty market is still in its early stages. In Britain, men spend 100 million pounds (US$179 million) on cosmetics each year while American men consume US$2.3 billion in cosmetics.

Source: CRI