Are Profiles for Men the Future of Cosmetics? | TOUCHÉ
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Are Profiles for Men the Future of Cosmetics?

June 4, 2019

Makeup has long been associated with femininity, and thus most cosmetics and skincare brands haven’t really done much work in trying to reach out to men with their advertising. However, cultural shifts in recent years have seen cosmetic companies starting to go after male consumers as well as female consumers. It’s no longer certain celebrities who are bravely wearing makeup—everyday people are also showing more interest in cosmetics and skincare for men in Carmel, CA.

So why is this cultural shift suddenly happening, and is there really a big future for cosmetics for men? The biggest factor is changing gender roles or, perhaps more accurately, less adherence to what had been traditional gender roles. It’s no longer considered un-masculine for men to care about their appearance and to be invested in it to a certain degree. There are no longer taboos about men using moisturizers, or even certain kinds of makeups.

It’s not just people with a certain gender identity or sexuality who are influencing this rise in cosmetics for men, either—it’s men of all different backgrounds. Influencers on Instagram and YouTube have certainly helped to speed up the process of a greater acceptance of men using cosmetics and skincare products.

Popular Products for Men

There are certain types of products that have become particularly common for men as it has grown less taboo for men to be using them. The biggest commonality you’ll find among many of these products is that they are designed to be simple and subtle. Sure, you’ll find some colorful palettes and more experimental products available, especially as used by those social media influencers, but most men who are currently using these types of products are less focused on aesthetics and innovation and more focused on practicality and lack of noticeability. Some examples include:

  • Concealers: Concealers are used to cover up blemishes and signs of aging, such as wrinkles, acne and dark spots. There is a wide variety of products that are available for these purposes, but generally the idea is that they can help make a person look less tired and a bit younger.
  • Foundations: Foundations are designed to even out skin tones, as well as hide blemishes and acne. Many come with SPF protection to guard against ultraviolet rays, and can help out with sensitive skin as well. The biggest issue for men is finding a skin tone match—they aren’t likely to have as much experience in this area as most women, but there are many shades available, and more companies are even creating foundations specifically targeted toward men.
  • Bronzers: Bronzers help accentuate certain facial features, making their contrast more apparent. While some people use them to give their skin more of a tan sort of glow, they can also be used to accentuate jawlines, cheekbones or other features.

These are just a few examples of some of the makeup products that are becoming popular among men these days. For more information about cosmetics and skincare for men in Carmel, CA, contact TOUCHÉ today.

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