Ladies hold on to your foundation, and hide your mascara because according to recent market studies men are beginning to get on board with skin care and makeup products. The catch is that most will only use the products that are specifically packaged for men. So perhaps you don't need to worry about your boyfriend or husband stealing your favorite BB Cream or tinted foundation, but you may need to make room in the bathroom for his personal makeup and beauty space.
According to an article in the LA Times, skin care and beauty firms are manufacturing more manly-packaged products which are being marketed directly for the guys. We've all seen the man's version of Chapstick and body lotion, among other things, so really it's not shocking to see face powder and concealer for them while you're shopping for your own products. Remember "guyliner"? It may not be as trendy now, and the products may not show such in-your-face names, but they are there and will probably be around for a while. Apparently men are tired of looking tired, and now want their own products to help fight aging, fatigue, and that bad skin day. If you want to find out more about makeup and skin care for your man here are some companies riding the male beauty bandwagon: Menaji, Kiehl's, 4voo, The Men Pen, KenMen, and many more. You can also check out or NEW list of Top Makeup Products for Men.
Resource: Shan, Li "Market booms for men's cosmetics but don't call it makeup", LA Times, 23Jun2012, http://articles.latimes.com/2012/jun/23/business/la-fi-man-makeup-20120623, (accessed 26Jun2012).