Japan's Kao says the younger generation is behind the boom in male makeup sales, with the firm aiming to make the category as ‘enjoyable as hair care and fashion’.
Awareness on the importance of skin care among men is likely to protect the male beauty category from the recent media crackdown China has mandated against those who do not fit into the masculine stereotype.
Special Edition: Advances in sun protection - skin science and ingredients innovation
Danish startup Operators Skincare has developed a line of sun care products to withstand extreme conditions and highly active lifestyles experienced by military personnel and cater to needs in outdoor adventure sports.
Age appears to be a key differentiator for the use of cosmetics among Japanese men, with colour products finding favour with those in their 20s or below, while eye creams are looking strong for those in their 30s, according to a new survey.