Cosmetics Business highlights the brands embracing the men's make-up trend
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...
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