For my entire career, marketeers have promised that men’s makeup is about to finally explode into the mainstream, but what has actually happened is more gratifying – male cosmetics have just quietly and organically become not much of a big deal.
When I recently asked my teenage sons and their friends whether they’d balk at, say, a tinted face cream to unify skin tone, blur spots and give the appearance of having left their bedrooms this millennium, they were genuinely perplexed by the passe nature of the question. They simply asked where they’d find such a thing. It got me thinking about what they could pinch from me or share with their partners, and be happy with the look.
