Start The online dating industry is now worth 4 billion worldwide

The online dating industry is now worth 4 billion worldwide

"The Refinery was launched to give men a comfortable place where they can enjoy hairdressing, barbering and grooming within a male environment," says the Mayfair outpost's manager, Deborah Gayle.

The next natural step, of course, is the salon, which has boomed.

In 2015, 25 per cent of customer were men, according to a survey by professional beauty and hairdressing supplier Salon Services.

The 33.3 million shares to be sold in the initial public offering in Match Group — which includes Tinder, and Ok Cupid — will be priced between $12 and $14.

Obviously, this excludes certain areas: fragrance, for once, continues to be very much an "in world" proposition.

"When talking about grooming, we split it from fragrance, as otherwise that would be far ahead in sales terms," says Bohuon.

"Fragrance is still hugely important in a man's 'grooming' routine." Of Selfridges brands, she highlight's Tom Ford for praise – both in grooming, and fragrance.

"It's been growing significantly," says Elodie Bohuon, Selfridges beauty buyer, of the men's grooming market.