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Face time: How men's makeup went mainstream

With a growing number of cosmetics companies designing products specifically for the male market, Meadhbh McGrath finds out what the best-selling brands can do for your complexion - and why for many Irish men, a little lipgloss and concealer is nothing new at all

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Ready for a close-up: Makeup artist DJ (Djalma Trevizano). Photo: Don Moloney

Ready for a close-up: Makeup artist DJ (Djalma Trevizano). Photo: Don Moloney

Ready for a close-up: Makeup artist DJ (Djalma Trevizano). Photo: Don Moloney

Last month, the British department store John Lewis cut the ribbon on a new makeup counter at its Oxford Street flagship. The shelves were lined with neat rows of foundation, concealer, bronzer and a variety of brushes and sponges, with one notable difference from the counters surrounding it: this was exclusively for men.

The brand behind the four-week pop-up is War Paint, founded by Daniel Grey in 2018 following his appearance on BBC's Dragon's Den. That reassuringly manly name is stencilled into steel shelving units to complement the crisp black packaging, duly assuaging anyone who feels their masculinity might be threatened by a dab of concealer.


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