It’s 2017; men are wearing makeup, and they’re rocking it.
One company that has, however, is ASOS – which as of last Monday has started selling makeup for men.
MMUK Man is a well-established beauty brand selling everything from liquid foundation to kohl eyeliner.
Launched in 2012, it’s been one of the first brands to challenge the stereotype that only women wear makeup, and its launch with ASOS has been its first major step into mainstream retail.
Struggling to find your correct shade of concealer? Our new palette makes it super easy. N5 is common for Caucasian gentleman, whilst N7 is perfect for matching tanned skin. We’ll be reviewing all colours in the coming weeks to make a match easy. #MMUKMan
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ASOS currently stocks 10 of MMUK’s products ranging from £14 to £37.50, with stars of the show being a beard and brow filler (£15.50), ‘manscara’ (£17.50), under eye liquid concealer (£20.00) and anti-shine powder (£27.50).
Higher up in the price range are a bronzing and power brush (£33) and foundation brush (£37.50) too.
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While many men have been wearing makeup for years, for a mainstream website to include beauty products targeted at men is still – somehow – pretty groundbreaking stuff.
‘We’ve been trying to get men’s makeup into the mainstream for the past five years and the launch at ASOS is a massive breakthrough not only for
our brand but for the male beauty industry as a whole,’ Alex Dalley, MMUK’s co-founder, told Metro.co.uk.
‘Men have been dabbling in men’s concealer and foundation for many years now, but on the whole stealing their wife’s, girlfriend’s or sister’s.
‘Now that there’s a brand dedicated for them that could even soon hit the high streets, they’re almost certainly going to want to start collecting their