The rise of the male cosmetics counter

Move over hardware stores. In just under a decade, men’s cosmetic counters will be commonplace and a staple in the beauty industry.

Once the domain of woman, the department store beauty counter is becoming a focal point for men’s cosmetics and beauty brands.

In a recent interview, Vismay Sharma, Managing Director of L’Oreal UK noted that beauty companies are taking serious note of men shopping for makeup and that male beauty counters could be up and running in just five to seven years.

"Today you have a very small proportion of men who want to use make up products but that proportion is growing and it will continue to grow. I think its just awareness - two things are happening, men know they can use make up, and they know what it does when you use it," he told The Telegraph in the UK.

"The second thing is that the taboos are going, so between my generation and my son's generation the taboos are very different."

Another push in the popularity of men’s cosmetics is the arrival of the male beauty blogger. L’Oreal featured Gary Thompson, a beauty blogger from Birmingham, in their online #truestory campaign recently, breaking barriers between bro’s and their brows maintenance.

Covergirl cosmetics also very cleverly – and clearly – made this domain their own by crowning YouTube sensation and budding makeup artist, James Charles, as the first ever-male face of Covergirl.

As the company sees it, each CoverGirl is a role model and boundary-breaker, “fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful.” Clearly, James ticks all the boxes with a feline swish!

The slew of men’s cosmetics and skincare hitting the market has extended to home soil. Back here in Australia, make up writer and beauty brand creater Zoe Foster-Blake recently reinvented her Go-To Skincare brand to extend to men.

Bro-To is a range of three - very fun - skincare fundamentals.

“All Bro-To products use the exact same formula as the best-selling Go-To version... only they come in grey packaging, so manly males feel safe and also very tough using them,” she states in her press release.

The tide is changing in the marketing of male skincare and makeup, that’s for sure. And, according to Vismay Sharma, it’s only a matter of time before men are jostling for their own serve of free samples in department stores. He sees men’s cosmetic counters as commonplace in just under a decade.

Until then, here are some online solutions for blokes to get their beauty and skincare sorted!

Origins Save The Males Multi-Benefit Moisturiser, $54

ASOS MMUK Manscara, $34.59


Menaji Advanced Mens Skincare Anti-Shine Powder, $38


Bro-To Face Hero, $45


Aesop Moroccan Neroli Post Shave Lotion, $53

MECCA Billion Dollar Brows Mens Grooming Kit, $31

Hunter Lab Anti-Ageing Elixir, $54


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