Influencers are influencing men the most to spend on beauty products and supplies

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Influencers are influencing men the most to spend on beauty products and supplies
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For all the eye rolls women have endured for clichés about vanity and overspending on beauty, a new study says it is largely men who are most influenced by these influencers.

, Americans spend an average of $1,754 a year on beauty products, cosmetics and services. And make no mistake, that spending is being influenced by the aptly named influencers.Here's something that may surprise you: It is men, more than women, where these influencers are finding success.

Mangla says data from Deloitte shows men spend $2,256 annually on their beauty supplies, while women spend $1,283 – just about 75% more. The same analysis found men spend nearly 40% more on beauty products and services splurges than women. Back at UWM Men's Shop, Zaugg says you can feel beautiful and still feel like a man, "whether it's beauty, whether it's charming, or handsome."

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