Unless you're referring to “makeup sex”, most guys have little to no interest in makeup—period. At least, that’s what we’re supposed to think. But apparently there are some dudes out there—quite a few of them, actually—who've envied the fact that women have a socially acceptable way to camouflage a zit or hide under-eye circles.
There are enough, in fact, of these otherwise masculine guys pinching their girlfriends’ concealer and tinted moisturizers (on the sly, of course) that some companies began slowly, and ever so cautiously, introducing corrective skincare—a.k.a—makeup products for men. They'd never, ever use the “m” word, of course...but in practice, these products do virtually the same thing as the kind in your girl's beauty bag.
But is there really a market for this stuff? In a word: Yes.
“Drugstores are doubling their shelf space to meet the demands of the market," says Michele Probst, the president/founder of Menaji Worldwide, a high-end men’s makeup line carried at Nordstrom.com and department stores. "Guys in the US are spending upwards of $33 million a year on corrective products.” Probst, a celebrity makeup artist, has powdered and primped many famous faces, including President Barack Obama, news anchorman Tom Brokaw, and musical artists including Enrique Iglesias and Tim McGraw.
She says that this emerging trend started on the other side of the globe, where business-focused countries, like South Korea, have been making serious bank on grooming products for men since the early 90's. “Appearance is power,” is a popular local saying that explains it all, according to a recent Bloomberg Businessweek article that details how these Asian men, as young as their early 20's, are using corrective skincare products to project confidence, sophistication and social status.