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“Giving off a sense of cleanliness is becoming a kind of business skill,” said Akira Gogo, president of Pola Orbis subsidiary Acro, which launched a men’s make-up range in September that includes foundation in 15 different skin tones given names like “Crispin” or “Joaquin”. With some previous experiments in this field flopping, and dominant players such as France’s L’Oreal on the fence, it’s a gamble the companies are reticent to hype up too much.

“We don’t expect to see sales 3d tie striker cufflinks suddenly jump - we’re trying to create a new culture,” Gogo added, But an increasingly receptive audience in markets such as South Korea - where wildly popular “K-pop” boy bands and their cute, flawless looks have helped redefine ideas of the comely male - points to growing potential for this niche, That is partly down to consumers such as Lee Ho-June, a 28-year-old who runs his own company as a fashion designer, He says he draws the line at a full face of make-up, unlike some acquaintances who paint their eyebrows, but has got used to using tinted moisturizers like BB creams - and visiting beauty stores with growing men’s counters..

“For me as a guy, it had been embarrassing and awkward to walk into a cosmetics shop,” Ho-June said, as he browsed with a female friend in downtown Seoul. “Now I enter a shop without hesitation.”. Asia’s male grooming market is still a relative minnow, accounting for under a fifth of the $49.5 billion industry globally in 2017, according to data from market research firm Euromonitor. Yet while business in other regions revolves around shaving products and deodorants, Asia already punches above its weight in men’s skincare, accounting for more than 60 percent of worldwide sales in one of the industry’s fastest-growing segments.

Most cosmetics makers have made, at most, only tentative steps into men’s make-up, L’Oreal, which featured a male model for the first time in a 2016 advertising campaign for a foundation, makes BB creams for men, So does Estee Lauder, under its male Lab Series brand, which recently also launched a color-correcting moisturizer meant to mimic the effect of a photo filter, But the U.S, company’s Tom Ford ranges are among the only world-famous names in male make-up, Some others, including a line attempted in 2008 by French couturier 3d tie striker cufflinks Jean Paul Gaultier, were discontinued..

Tom Ford Beauty, which sells lipstick hues with names like “Alistair” and “Scott”, and men’s mud masks for $60, declined to comment on its sales progress since entering the space in 2012. Neither Chanel nor Acro disclosed how much they’d invested in the launches. But the new entrants, with products priced at up to $75 for a foundation in Chanel’s case, are banking that men will become more exacting as they develop beauty regimens, seeking out specific textures to cover their larger pores, for instance.

Chanel, known for its No.5 perfume and fashion ranges, included matt lip balms and eyebrow pencils in shades such as gray in its new men’s make-up line called “Boy”, “We are convinced that targeting men’s 3d tie striker cufflinks specific needs will lead the industry to real innovation in application techniques, in new products with multiple uses, and new formats,” Chanel said in emailed comments, Its range had already attracted some interest at a Chanel store in Seoul in November, though male customers were scarce..

“It can be a great gift for men,” said Oh Min-Ji, 29, who said she shared some of her make-up with her younger brother but had found the idea of giving him women’s products “awkward”. Acro has sought to make the products accessible to men by putting the accent on their application. Chunky foundation bars can be applied with motions similar to using an electric razor, while the shape of others recall an e-cigarette that can be easily carried in a jacket pocket. In South Korea, spending per head on men’s skincare - seen as a small leap away from using concealers and make-up - already beats other countries hands down, with consumers splurging more than 10 times more than their U.S. or French peers, according to Euromonitor.

“The pressure to look youthful is very, very strong in South Korea, In jobs, you have to look like a 20-year-old - but have 20 years’ experience,” said Michael Nolte, creative director of cosmetics trend forecasting company BeautyStreams, “It’s a cultural thing too, boyish good looks are in.”, That 3d tie striker cufflinks brings opportunities, but also some hurdles, for the brands in a fiercely innovative and competitive local cosmetics market where non-male specific make-up is already becoming popular with men..

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