Beards are being discarded. On the catwalks, smooth cheekbones led the way as purposeful Prada men set out on their urban hikes to work, faces as soft and oiled as a puppy’s tummy. Shaving used to be about pain. You’d scratch away the stubble with a Bic and then splash on the Old Spice, recoiling as if bitten by a snake. Back then, pouring alcohol on open wounds was what it meant to be a man. So discovering after-shave balm – basically a moisturiser that isn’t a manure for acne – was a wonderful moment. Now it’s all about creams to take the pain and fire away, and leave you cool and silky, at least for an hour or so.

Get the look

Neal’s Yards Calming Balm £15.50 nealsyardremedies.com
Susanne Kaufman Balm £44 libertylondon.com
Creed £85 creedfragrances.co.uk
Carthusia £32 carterandbond.com
Aveda Dual Action £29 aveda.co.uk
Hawkins & Brimble £8.95 hawkinsandbrimble.co.uk
Kiehl’s Repair Gel £24 kiehls.co.uk
Miller Harris £22 millerharris.com
Bed Head Balm Down £9.99 available in salons
Roger & Gallet £12 marksandspencer.com

Now’s the time to…

Miaow. Paul and Joe are launching a limited-edition case of cat-themed make-up to celebrate 15 years of keeping us pretty and, more importantly, making us smile when we open our washbag (asos.com).