WATCH: Make-up for Men

MAKE-UP FOR MEN

To make cosmetics accessible to men, Japanese cosmetics store 'Cosme Tokyo' created an entire section dedicated to male and unisex makeup items last year at their newly opened shop in front of Harajuku Station, a trendy Tokyo area. Japanese businessmen in their 40s, 50s and 60s who had little interest in cosmetics before the pandemic are increasingly visiting Tezuka’s salon, Ikemen-Works, hoping for a better look in online meetings. A large personal care company, Shiseido, says one of its male makeup lines has seen double-digit growth during the pandemic. Company officials give a similar reason: Men, confronted with the sight of their faces repeatedly during online meetings, want to improve what they see. According to research company Fuji Keizai Group, the men’s cosmetic market grew from about 600 billion yen ($5.5 billion) to an estimated 623 billion yen ($5.7 billion) from 2018 to 2019.

Photos by AP

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