With one in 20 British men now wearing make-up (YouGov), retailers are finally understanding that colour cosmetics for men is not an embarrassing secret.
John Lewis beat predictions made by L'Oréal UK Managing Director, Vismay Sharma, that male cosmetics counters could hit department stores in five years, by launching a permanent male make-up counter at its Oxford Street flagship.
One brand keen to help men rethink their grooming regime is Shakeup Cosmetics.
Founded by twins Jake Xu and Shane Xin Carnell-Xu, their BB Tinted Moisturiser, Under Eye Concealer and Moisturising & Volumising Lip Gel can be found in Harvey Nichols. Meanwhile, the pair have landed an investment deal with the entrepreneurs behind the fastest growing UK kids food brand Kiddylicious.
Here, brand the brothers explain to Cosmetics Business how they plan to win over the modern man.
"Masculinity is being redefined right in front of our eyes. We created
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