Nowadays men are more conscious about their "beauty". They are more willing to spend money on grooming themselves especially using skincare products that once upon a time only women touches.
And best of all there is a website for men's "beauty" products! Check out Mankind.co.uk. For first timer, I would recommend you to spend some time reading the Male Groomimg Guide. You will be taught about what to use, how to use and why. In another word, it is a men's guide to beauty.
Don't be shy, hop over there. Women might turn their head when you past by them. Oh! Turn their head to catch a glimpse of you I mean, not turn their head away. :P