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
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.

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Showing 3 of 97 comments
YetAnotherCollegeKid
May 20, 2013 6:30 PM CDT
Oh, hell no. I like my mornings, I like having a body-care to-do list that I can count on the fingers of one hand, I like going to sleep without having to wash shit off my head first, and I like not having essentially colored dirt caked in my pores all day long. Fuck this noise.
DarkFrancis
May 20, 2013 2:49 PM CDT
Boys, if you're gonna wear make up, fine. Just do me a favor and blend around the jawline. The number of girls I see in both Australia and America who look like they're wearing a tan joker mask because 1) they've chosen the wrong base for their skin tone and 2) they don't check the color contrast around their jaw and chin... And for god's sake, moisturize.
Libris_Fidelis
May 20, 2013 2:10 PM CDT
GIVE ME A BREAK... will next even straight men be wearing red chap-stick and painting their toe-and-fingernails colors and getting bouffants and start wearing tutus ???? Like Humphrey Bogart said in Casa Blanca... "Being pretty is her job....' and Bogart did not mean a male "her" !!!