Jack of all shades: 8 beauty brands proving make-up is not just for ladies

The modern man is beauty-savvy and the stats show it: the global male grooming market is big business, worth £35.4bn, according to Euromonitor.

While influencers are telling followers that ‘make-up is genderless’, not all men want false eyelashes and iridescent cheekbones. But more gents are embracing colour cosmetics as a normal part of their beauty routine.

So whether it’s to cover an imperfection or create a Kurt Cobain-esque smudged eyeliner look, here’s a round-up of the beauty brands showing that make-up is a man’s prerogative...