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27th April 2016
11:15pm BST
“Gone are the days when a guy would sneak a peek at his girlfriend’s make-up bag and shamefully pop her concealer over his spots. Now men are much more relaxed about foundation, concealer, even mascara. "I’d wear a foundation on a night out and concealer and mascara for a wedding. My girlfriend loves it. Blokes are becoming an accessory to women these days, and I’m happy for it to be that way.”Between 2007-2012, the men's make-up market grew by more than 12 per cent nationally. Popular items in the MMUK range include concealers, foundations, clear mascara "to tame unruly lashes", and a beard filler. Recently, MMUK teamed up with beauty blogger Jamie Jake Ward (pictured above), a man with thousands of followers on YouTube, who argues that, these days, his male fans are equal parts gay and straight. https://www.youtube.com/watch?v=1C6rristVGo While some people think the male make-up business will set unrealistic beautify expectations for men like it has for women, others suggest that beards and hair products already do that, so why not!?
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