Men and makeup? Yep, it’s a thing

More Aussie men are taking extra care of their appearance with skincare and makeup products. Source: Supplied

MEN and makeup? Yep, it's a thing.

Ladies, the next time you're shopping around for your makeup fix, don't be surprised if you bump into a bloke browsing among the eye creams and concealers.

More Aussie men are purchasing skincare and makeup products and incorporating them into their daily grooming routine, according to Priceline Pharmacy.

"Men too suffer from blemishes, age spots and under-eye dark circles (from those big nights out with the boys) and it is now clearer to them that a good grooming regime can help them treat their skincare issues," Senior Skincare Buyer at Priceline, Tania Yates-Hammond, told news.com.au.

"More and more men are adding a scrub to their shower ritual, or a moisturiser post shaving, or a concealer or bronzer for those big dates," she said.

A good skincare routine is becoming a high priority for more Australian men. Source: Supplied

Research from Priceline found the most popular products with men included an eye cream, serum, primer and anti-aging gel. BB creams (an all-in-one moisturiser, foundation and sunscreen) and loose and pressed matte face powder were also bestsellers.

And it seems the 'guyliner' trend isn't going away — two eyeliners features on Priceline's list of the 20 most popular products among male customers.

Australian make-up artist Max May, whose clients include Lara Bingle, Rose Byrne and Sarah Murdoch, says there has "definitely" been an increase in men taking an interest in makeup.

"It's makeup, but it's very 'non-makeup'," Mr May said. "The modern man definitely wants to take care of his skin and is asking more questions and looking for more ways to make themselves look better.

"They're not scared of it and they're not frowning upon it."

Makeup artist Max May. Source: Supplied

Mr May says women want guys to look the part and are encouraging them to take care of themselves.

"Skincare is the biggest trend that I'm seeing," he said. "It's more than just using a moisturiser. "The first questions I always get from guys is about eye creams — they want to hydrate the area and reduce dark circles.

But we're a long way before men will openly bust out a full case of products in front of other guys.

"Packaging is imperative," says Mr May. "[Buying makeup] is scary enough as it is. Packaging should be simple and clean and have a bit of a masculine feel. It shouldn't look too obvious in their toiletry bag."

Beauty salons are seeing more and more men booking appointments. Source: Supplied

Beauticians and salons are also are seeing huge increases in male clientele.

Gina Collins owns the Meticulous Organic Beauty Salon in Melbourne, and says 40 per cent of her clientele are male.

"Men from all walks of life, from corporate-types to tradies are making appointments for all parts of their bodies to be primped and preened just like the women in their lives," said Ms Collins.

"They watch their partners, sisters, mothers using a skincare regime and are starting to think about not only their muscles and hairstyles, but their skin as well."

Guys (and girls), what do you think? Would you use subtle makeup products and up your skincare regime? Join the converstion @newscomauhq | @beck_sullivan

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