Makeup for men: how to wear it

There’s been a quiet revolution taking place in the world of male grooming. No longer content with bathroom basics such as face wash, moisturiser and eye cream, men are increasingly turning to cosmetics to achieve complexion perfection. In a high definition world where being Instagram-ready is essential, makeup for men is now officially a thing.

Men flirting with foundation is nothing new, of course – everyone from Bowie and Elvis to Green Day’s Billie Joe Armstrong and Johnny Depp (no stranger to eyeliner, in or of out costume) have been snapped in slap. But that’s showbiz – the latest trend has taken off thanks to a new generation of social media personalities who have grown up unburdened by traditional gender stereotypes and who don’t see why their skin should look any less flawless than that of their female counterparts.

High maintenance is no longer a dirty phrase for men – and makeup is becoming just another tool in their vanity box. Commercial proof comes in the shape of some of the world’s biggest cosmetic houses turning to men to front their campaigns. Early this year Maybelline appointed social media star Manny Gutierrez as the first male face of its makeup brand, while L’Oréal snapped up YouTuber Jake-Jamie Ward (AKA The Beauty Boy) for a recent campaign.

Men such as The Chain’s Kyle De’ Volle, fashionable fellow around town and stylist to Rita Ora, are removing the taboos once associated with makeup, one brush stroke at a time, by showing men just how easy it is to use makeup to create a look that doesn’t have to be eye-catching and flamboyant, but can be barely there and almost unnoticeable.

So if you’re makeup curious but don’t have a clue, where do you start? Well, at the top end of the makeup counter is Tom Ford for Men’s skincare range, which includes a concealer (excellent for disguising dark circles and assorted imperfections – dab a little on to skin and blend in with index finger); a bronzing gel (good for perking up tired, hungover skin); and a brow gel comb – a clever tool which tames errant eyebrows and has a small amount of “universally flattering” colour to give subtle definition.

Beard mascara is actually a real thing and will cover up grey patches and uneven growth. MMUK MAN – an online retailer that specialises in makeup for men – stocks this and everything else from primers (the perfect base for your makeup) to eye shadow and “manscara” to give lashes a lift.

Maybe this is still niche but it’s growing. A recent study examining men’s changing grooming habits conducted by brand strategy agency Two by Two revealed that 39% of men surveyed thought moisturisers will be a bathroom staple for men by 2020, while just under a third said concealer will be.

So confident in the makeup for men trend is L’Oréal’s UK and Ireland managing director, Vismay Sharma, that he reckons cosmetic counters for men will be commonplace in department stores in just five years’ time; while MMUK MAN, which was only launched in 2011, already has a turnover approaching £1m. And the number of male blogs and vlogs out there to help guide newcomers through the basics is growing.

At the end of the day, male grooming – or let’s just call it male beauty – has always been about problem solving and there are few problem solvers better than makeup when you’re desperate to disguise dark circles, an Uncle Fester-like complexion or K2-sized zit. Selfie ready? Yeah, man.