The NY Times recently did an article about the rising use of men's cosmetics. We usually talk about Male Cosmetic Surgery procedures such as Male Breast Reduction, Liposuction for men, Male Blepharoplasty Male Rhinoplasty (Nose Reshaping) and Male Tummy Tucks (Male Abdominoplasty), but we though this was an interesting story and definitely worth sharing.
Skin Deep: Men’s Cosmetics Becoming a Bull Market
Men’s use of stealth cosmetics— like concealers and shine-reduction powders — is on the upswing. But please don’t call it “makeup.”
By ANDREW ADAM NEWMAN
Published: September 1, 2010
WHEN cosmetics began disappearing from her bathroom drawer a few years ago, Gretchen Bain, who lives in Merchantville, N.J., knew the culprit.
Her husband, Jarrod.
It turned out that Mr. Bain, 34, a Customs and border-protection officer who is 6-foot-3 and weighs 240 pounds — and whose uniform includes a 9-millimeter handgun — had developed a fondness for his wife’s under-eye concealer, which hid his occasional dark circles. He was also swiping her face lotions and mud masks.
“At one point I just started buying stuff for him because I don’t want him stealing mine,” Ms. Bain said. Now she orders products online for him at Menaji.com, which bills itself as a “masculine” and “undetectable” line of cosmetics and skin-care products. His favorites are an eye gel and stick concealer that target dark circles, and an anti-shine powder that comes (shhh!) in a compact.
“When you looked at him you wouldn’t think he’d have his own supply of men’s skin-care products in the cabinet,” said Ms. Bain, 40, a fashion buyer for Lane Bryant Outlets. “He’s got a short, military haircut — and he’s very butch.”
Whether they admit it or not, more men are using cosmetics, judging from sales figures and the number of new products arriving on store shelves. But please don’t call it “makeup” — cosmetics marketers pointedly steer clear of the term, which men tend to find emasculating. And the products men are using promise not to add color to masculine eyelids or stubbly cheeks, but rather to mask imperfections like razor burn and blemishes.