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Alex Hales

Published on: 17 Mar 2017 by alex-hales

Makeup for men, the new growing industry

You may think that Male Cosmetics is not something popular. Think twice.  Makeup products companies have identified men as a new target to drive growth.  A new research in the US shows that the annual turnover for men’s makeup is estimated of more than $1b for next year, proving that the male cosmetics industry is growing beyond expectations.

Male make-up artists on social media such as Instagram and Facebook are re-defining the Makeup industry as one that's open to everyone including men.

In fact since the beginning of time, men wore makeup, the earliest records of men using cosmetics were in China and Japan 3000BC, men used natural colorants as cosmetics to mark their status in society. The same was for old Egyptians and Pharaos.

Today’s men are freer to express their opinion, and social expression is not anymore a taboo. Differio, a New York based menswear store with tagline “Fashion Different” is the first to introduce Makeup for men, adding to its category of Fashion Forward menswear a new edgy theme. The store sells to the USA men’s market a big variety of stylish menswear brands, such as Kingz jeans, Catch jeans, Open Jeans, Maskulo, Gregg Homme, Modus Vivendi, etc..  In addition to streetwear clothing for men, mens makeup is their top seller and they introduced mens skincare brands such as Context skincare, AB crew, MMUK man, NU makeup and more.

Their men’s makeup category includes a wide variety of products. Including concealer for men, eyeliner for men name guyliner, a clear transparent mascara, as well as black waterproof mascara. These are not the only items in their grooming category, has more than 50 new skincare items to cater to men who are looking after natural beauty and fresh looks.

As per their sales, the top USA menswear ecommerce claimed that the Makeup for Men is their second top selling category after Jeans for men. Yes, men on the rocker fringe began to dig it again, and we can see them on the red carpet, starts such as Johnny Depp, Zac Effron, Jared Letto and more.

There is nothing wrong with men wearing make-up, particularly as it can vastly improve a person’s natural looks, enhance your best features and can even be used quite subtlety. Men should not make as much of their looks as women do. There is nothing to be scared of and the ones who are most critical could probably do with a face makeover anyway.


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