One beauty industry leader believes male makeup counters at pharmacies and department stores could be a reality by 2022.
In an interview with the Daily Telegraph, Vismay Sharma, L’Oreal’s managing director in the U.K., predicted makeup counters targeted at male consumers could be reality in just “five to seven years.” Sharma credited the “selfie generation” with eroding taboos that have long kept men away from cosmetics.
“Today you have a very small proportion of men who want to use makeup products but that proportion is growing and it will continue to grow,” Sharma explained. “I think [it’s] just awareness — two things are happening, men know they can use makeup, and they know what it does when you use it.”
“The second thing is that the taboos are going, so between my generation and my son’s generation the taboos are very different,” he contended.
Sharma doesn’t know if trends are moving toward “bold [colors]” for men or something “more subtle,” but promised that the industry is “listening very carefully to consumers and what they want.”
For some historical context, in 2013 Kourtney Kardashian caught her then-boyfriend Scott Disick dipping into her makeup supply on an episode of “Keeping up with the Kardashians.” Disick, still a slave to the so-called “taboos” Sharma identified, insisted he was only using “tinted moisturizer.” If society sheds its antiquated concept of beauty, not only will Disick be free to admit tinted moisturizer is, in fact, makeup, but men like him will be able to cover their faces in foundation and powder and who knows what else.
Guys, be careful what you wish for.
Emily Jashinsky is a commentary writer for the Washington Examiner.