Male cosmetics counters could hit department stores in five years, L’Oreal boss says –

Make-up mogul Charlotte Tilbury’s website reads: “I get so many requests from men asking how they too can benefit from the power of skincare and make-up products.” Describing a video on her site, she said: “This is a masculine approach to beauty – helping you to look and feel revived after a late night or a long winter, for a job interview or date, or when you just need a skin pick-me-up.”

It is the first time that men and teenage boys are being offered a dedicated range of concealers and foundations to subtly improve their appearance and boost confidence. The male make-up revolution also offers more accessible solutions for men suffering from spots and skin conditions to cover their blemishes without resorting to using “women’s” products.

And as make-up trends evolve, men could also see bolder forms of make-up such as eyeliner and eyeshadow included in mainstream cosmetics offerings.

Last year 26-year-old beauty blogger, Gary Thompson, became the first man to star in a make-up advert. 

Featuring in L’Oreal’s True Match Foundation advert alongside celebrities including Cheryl Fernandez-Versini, Gary talks about finally being true to himself and embracing who he is. At the time he said: “I think we’ve come far with accepting men wearing makeup.

“If you look at it five years’ ago, if you thought of men wearing make-up you’d think of extreme sparkly eyeshadow but today it doesn’t have to be like that. You could wear a good foundation, a good contour, a natural base and it doesn’t have to be extreme.”