Boots is chasing the lucrative male beauty pound with the launch of a range of products for men and the creation of men's zones in stores.
A Boots spokesman said the men's skincare and cosmetics market is worth£579 million a year and is growing 3 per cent year on year.
The Boots Botanics range for men, which includes 12 lines, is being rebranded. The retailer has also launched a male version of its Skin Kindly range. Both will be sold in 1,000 stores from September.
The retailer has also signed an exclusive deal with French Connection to produce a range of male toiletries called Easy Rider.
On the back of this product push, the company is rolling out dedicated male areas to 80 of its larger shops.
The zones, which will stock exclusive ranges as well as Boots own-branded product, will have better signage. The concept aims to create a space in which men feel more comfortable shopping for beauty products.
The retailer recently signed a deal with England rugby hero Jonny Wilkinson and men's fashion retailer Hackett to create an exclusive range of toiletries for men, to be launched this week.
Boots chief executive Richard Baker has said that he is looking to develop premium-branded ranges.
He has already signed skincare guru Daniele Ryman to create a star brand.
Boots launched a trial men's store in October 1999, but dropped it by June 2001.