Hide your kids, hide your bronzer, and hide your husbands -- because makeup for men is becoming a thing.
The CEO of the L'Oreal in the U.K. says that makeup counters for men will be a reality in "five to seven years." Vismay Sharma told the Daily Telegraph that the "selfie generation" is now embracing makeup for dudes:
"I think its just awareness--two things are happening, men know they can use make up, and they know what it does when you use it. The second thing is that taboos are going, so between my generation and my son's generation the taboos are very different."
And it is not just L'Oreal that's getting in on this new market. An online retailer called ASOS just launched a line of male cosmetics that includes concealer and beard mascara. Yes, beard mascara.
The company Tom Ford has also come out with a male "grooming" line that includes concealer and an eyebrow kit.
Last year, CoverGirl made headlines when they hired a spokesman who was, in fact, a CoverBoy named James Charles. Charles, a high school senior at the time, was made famous by his makeup tutorials on YouTube, which garnered him over 147,000 subscribers.
The rival cosmetics company Maybelline followed suit by hiring another male YouTube makeup star, Many Gutierrez. Both Charles and Gutierrez rock full-face makeup, including lipstick, eye shadow and on-fleak eyebrows.
Maybe he's born with it. Maybe it's cultural decline.
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