Meet Obayaty: The brand bringing Scandi-cool to men's make-up

By Alessandro Carrara | Published: 6-Dec-2023

Male colour cosmetics brands have risen and fallen over the years, but newcomer Obayaty is on a mission to make a difference with the category in 2023

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Make-up for men has, arguably, remained as one of the beauty industry’s most challenging products to market successfully.

A mix of lower consumer demand, stigma and even accessibility have resulted in a category that has never quite taken off as much as fragrance or even skin care for men.

Only 5% of British men wear make-up to some extent, according to a 2022 YouGov survey, which also found that only 1% wear cosmetics daily.

Exacerbating this is a continued

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