But the debut collection – which is set to launch in 2019 – has been met with divided opinion. While some took to social media to praise the beauty giant for “helping to normalise men’s make-up”, others were “confused why make-up is gendered”.
Regardless of the backlash, the move is undoubtedly revolutionary and a long time coming.
According to L’Oreal Paris’ UK managing director, Vismay Sharma, male-centric make-up counters could be a reality in “five to seven years” due to increased demand.
With male beauty bloggers documenting their step-by-step regimes via Instagram and traditionally female beauty brands such as Charlotte Tilbury introducing tutorials for men, gender-neutral make-up might soon become the ‘norm’.
So where can men bag must-have beauty buys? From Chanel’s debut line to MMUK Man, these are the need-to-know labels for guys tired of borrowing from the ladies…
According to Women’s Wear Daily, Chanel’s debut make-up range is fronted by South Korean actor Lee Dong-Wook.
The aptly named ‘Boy de Chanel’ (named after Gabrielle Chanel’s muse-turned-lover Boy Capel) is expected to launch in Korea this November before rolling out on a global scale from January 2019.
In a statement, the company announced: “By creating Boy de Chanel, its first make-up line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: beauty is not a matter of gender, it is a matter of style.”
The French giant’s latest collection will include a tinted fluid (available in four hues), a matte moisturising lip balm and four shades of eyebrow pencil.
From brow definer to concealer, the luxury grooming collection offers male customers must-have items without having to sample the women’s counters.
Over on the website, a £33 concealer is on offer in three hues while brow gel combs also prove popular.
For those hoping to maintain their Insta-worthy beard, everything from conditioning oil to combs are also up for grabs.
For gents who are serious about make-up, MMUK Man delivers.
Thanks to ASOS – which started selling the label last year – the beauty line has risen in popularity and undoubtedly offers far more than other gender-specific collections aimed at the male customer.
Last year, it was reported that the beauty brand receives a £62,000 annual turnover with the potential to grow to £750,000.
But it’s hardly surprising, as the online giant offers everything from a £16 beard mascara to an £18 cream facial hair enhancer – products that really make it stand out against female make-up counters.
Alex Dalley, who founded MMUK MAN back in 2011, told Yahoo Style UK: “The reasons behind the emergence of gender specific make-up include society’s growing acceptance towards men taking care of their skin and the role that social media is playing in forcing men to put their best face
“In a ‘selfie’ obsessed world where it’s perceived as crucial to put yourself in the best light, the natural evolution of male grooming is following in the footsteps of the female beauty market,” he continued.
“Guys are no longer satisfied with borrowing their girlfriend’s bronzer or moisturiser and instead prefer to have products in their wash bags that are totally tailored to them.”
Back in 2016, beauty blogger Gary Thompson (aka The Plastic Boy) made the history books after becoming the first man to front a major makeup campaign.
Featuring in L’Oreal Paris’ True Match Foundation advert, Thompson helped to raise awareness of the growing male market.
The beauty brand’s UK managing director, Vismay Sharma, told The Telegraph: “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 it’s just awareness – two things are happening, men know they can use make up, and they know what it does when you use it.”
“The second thing is that the taboos are going, so between my generation and my son’s generation the taboos are very different.”
Currently, the French beauty giant sells a limited range of make-up designed for the male customer but has branched out into beard care and a wider selection of moisturisers.
Calvin Klein is also a pioneer in the male beauty market, as the fashion label has introduced a wide range of affordable gender-specific items.
The American fashion house offers customers everything from ‘manscara’ to ‘guyliner’ with prices starting from £15.
If the latest products are anything to go by, it looks as though women may soon be borrowing from the men…
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