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While men’s cosmetics make up a huge segment of the beauty market in Asian countries and is growing hesitantly in the U.S., the category is gaining traction globally. Men are wearing tattoos and piercings and are becoming more stylish and more determined adapters. “A little black is something they are embracing,” said Impact Colors’ president Doug Thornley. He recommends marketing a deep blue or bronze for men, which is “black with a twist.” “The color palette still projects the masculinity, sexiness and power that men want to project,” he notes.
Men’s cosmetic brand Man Up was founded in 2010 at the need of student Andrew Grella. The line features a top-selling concealer stick, camouflage foundation products, and an under eye treatment, as well as Eye Chalk and Eye Grenade, which are mascara products created to help men show off their eyes.
“Some use the Eye Chalk around the entire eye for a bold impression, but for a refined and equally powerful expression, it can be applied just to the lower eye lids, for a modern rock star look,” says Grella. The brand also is looking to add a BB cream and a four-color concealer to extend its product line and potential customer reach even farther.
“The male grooming market has been evolving for some time and recently has taken an explosive global upward turn,” says Grella. “Men have become more conscious on how they present themselves but exhausted the current product offerings in their local grooming aisle. We know our customers are already looking for the male cosmetic products we retail and for the future we see our line of products on the shelves next to their shaving cream.”
Man Up coaches its customers via video tutorials found on each product page and offers discreet one-to-one support with any customer concerns. Based in Toronto, Canada, the online skin care and cosmetics brand produces natural and organic products with laboratories in Germany, Canada and the U.S.