Now Hot for Men: Makeup Grooming products raked in $5B last year, up 100% since 1997 By Arden Dier, Newser Staff Posted May 19, 2013 6:36 PM CDT 97 comments Comments A new trend in subtle, stealth makeup increased men's grooming sales to more than $5 billion last year. (Shutterstock) (Newser) – Makeup isn't just for ladies anymore, but that doesn't mean you're about to see Adam Lambert lookalikes at every turn. A new trend in stealth makeup, or ahem, "grooming," has men's cosmetics sales climbing—to the tune of more than $5 billion that American guys dropped last year on skin care and cosmetics, compared to $2.4 billion in 1997. “The world has come to a different place now when it comes to men taking care of themselves," says one makeup artist. "I think men spend more time looking in the mirror than women do." Part of the trend can be attributed more men's cosmetics lines, androgynous packaging, and grooming blogs, reports the Daily Beast, as well as a certain image-conscious class of man. "Actors are very conscious of what goes on and in their skin," says one groomer to the stars—whose clients include Ben Affleck and Leonardo DiCaprio. While "men don't really need foundation," she suggests tinted moisturizer, concealer, matte powders, and bronzer for a subtle look. And for those who are still snickering, there's another famous guy who wore makeup: Alexander the Great, who was undefeated in battle.