Called Gentlemen’s Tonic and founded by 31-year-old French/American, Olivier Bonnefoy, it will be the first in a number of sites planned for the UK and Europe.

Representing an investment of £750,000 - funded 70 per cent by Bonnefoy himself and the remainder by private investors - Gentleman's Tonic will be situated in Bruton Place and open seven days a week; targeting men over 25 with salaries in excess of £50,000.

"The men's grooming market is virtually untapped and growing at an astronomical rate compared to the female market,” said Bonnefoy.

“Many of the social barriers and stigmas have been eliminated and there is great interest by men to look and feel their best.

"Gentleman's Tonic will become instrumental in building this new industry, offering an incomparable level of service and professionalism in a relaxed and comfortable environment."

Classically designed and furnished with wood, leather and marble, Gentleman’s Tonic features three treatment rooms, a barbershop and a large range of male-only grooming products.

Treatments on offer will include facials, hair removal, eyelash tinting, eyebrow shaping, manicures, pedicures, neck, back and shoulder massages, sports massage and alternative therapies such as reiki, acupuncture and reflexology.

There will also be a choice of grooming packages named after famous men; including The Rubio, for the ultimate playboy, and The Hemmingway, recommended after a heavy night of drinking and bull-fighting!

Bonnefoy’s plans to roll the concept out, include at least one more site in London and two in cities elsewhere in the country. A further two are expected to open outside the UK.

He said: "I have always enjoyed lifestyle treatments such as massage, reflexology, facials and manicures; like many men, I felt uncomfortable being in unisex, spa-like environments which are often very effeminate and minimalist in nature.

“I thought that if I could create an establishment where I felt comfortable seeking a variety of services and products in a professional yet relaxing setting, others would too." Details: www.gentlemenstonic.com