Pure Beauty

Male beauty counters could be in department stores in five years, says L’Oréal MD

By Sarah Parsons | Published: 8-Aug-2017

L’Oréal UK Managing Director Vismay Sharma said the retail development is due to the increase in the demand for make-up among male consumers

Male specific make-up and cosmetics counters could be in the not-so-distant future, reveals L’Oréal UK Managing Director.

According to the Daily Telegraph, Vismay Sharma predicted that the male-targeted counters could appear in department stores within five years.

He claims that the retail innovation is due to beauty no longer being a taboo subject for male consumers.

"Today you have a very small proportion of men who want to use make-up products but that proportion is growing and it will continue to grow,” he said.

“I think it’s just awareness — two things are happening, men know they can use make-up, and they know what it does when you use it.”

The revelation comes as research earlier this year indicated the male grooming industry is now worth $50bn.

Fast-fashion online retailer Asos also launched a male-only colour cosmetics brand MMUK on its website.

Last year, L’Oréal took a step to include men in its make-up campaigns by featuring male influencer Gary Thompson in its True Match Foundation advert.

At the time Thompson said: “I think we've come far with accepting men wearing make-up.

"If you look at it five years ago, if you thought of men wearing make-up you'd think of extreme sparkly eyeshadow but today it doesn't have to be like that.

“You could wear a good foundation, a good contour, a natural base and it doesn't have to be extreme."

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