As cultural trends evolve and progress, men have begun exploring uncharted territories previously prohibited by society. Is men’s makeup the new frontier in the world of grooming?
The market for cosmetics in Canada is expected to be worth USD 15.79 billion by 2021, and one of the trends contributing to this growth is the rising popularity of men’s makeup.
It’s not as if products such as eyeliner and lipstick are gender-specific per se — men have been shopping the women’s beauty counters for years — and the men’s grooming and skincare market is well established. But recently we’ve also seen the launch of more inclusive, gender-neutral cosmetic brands such as Milk Makeup and Fenty Beauty, and the introduction of makeup products specifically formulated for (and marketed to) men by luxury beauty brands including Tom Ford and Dior.
As traditional notions around gender and masculinity evolve and become more fluid and accepting, the cultural taboo around men wearing makeup is also beginning to lift. These days, it’s not unheard of for a mass cosmetics brand to have a male ambassador, for leading-men actors to discuss beauty products on the red carpet, and for in-the-know companies to create makeup how-to videos featuring male models.
And as men continue to prioritize — and invest in — their grooming and appearance, and warm up to the idea of using makeup as a form of self-expression, makeup for men may well become a key segment of the cosmetics market in the coming years. Here are a few suggestions should you need a little touch-up.
Boy de Chanel Le Stylo Sourcils Eyebrow Pencil
The new Boy de Chanel range, which the French luxury house debuted last fall, includes foundation, a matte lip balm, and an eyebrow pencil. Featuring a spiral grooming brush and retractable applicator, this luxurious eyebrow pencil features a waterproof, long-wear formula. It’s available in four shades: light brown, deep brown, grey and black. $55
Giorgio Armani Beauty Him/Her Lipcare Lip Balm
This unisex balm is available in six flattering shades, including a clear option and tints designed to match natural lip colours. Made with ingredients including emollient oils, beeswax and squalene, the balm offers moisturizing and nourishing lipcare on-the-go. $35
Tom Ford Concealer
Offered in three shades, Tom Ford’s twist-up concealer is designed to hide redness, under-eye circles, blemishes and other skin imperfections. Easy to apply without any tools, it’s a convenient, essential product to have at your disposal. $55 at Holt Renfrew
Formen Invisible Blotting Powder
This New York-based, Canadian-led cosmetics brand offers professional makeup and clinical skincare products specifically for men. Formen’s translucent blotting powder is a must-have for eliminating shine and removing excess oil. $35 USD
Dior Backstage Face and Body Foundation
Available in 40 shades, this popular face and body foundation designed by Peter Philips, Dior Beauty Creative and Image Director, is used backstage at both the Dior men’s and women’s fashion shows. Waterproof and sweat-resistant, the formula feels great on and creates a matte, natural look. $55