Makeup companies have a new revenue stream: men.
Cosmetics companies say that they're finding a lot of luck with male makeup wearers and that sales for this niche market has jumped from $2.4 billion in 1997 to more than $5 billion last year, Newser reported.
"The world has come to a different place now when it comes to men taking care of themselves," one makeup artist said in the Newser report. "I think men spend more time looking in the mirror than women do."
The trend — it's being billed as the "grooming" industry — is due in part to the creation of more men's cosmetics lines that tap into the androgynous looks being pushed in high fashion. But some men are just particular about what gets put on their skin, one industry insider said io Newser.
"Actors are very conscious of what goes on and in their skin," said one Hollywood groomer, whose clients include Ben Affleck and Leonardo DiCaprio, in the Newser report. "Men don't really need foundation," but often they do well with concealer, tinted moisturizer, matte powders and bronzers.
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