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

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

Meadhbh McGrath

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.