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

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."