L’Oreal predicts rising demand for men’s makeup counters in coming five years

L'Oreal has predicted that there will be greater demand for men’s makeup counters in department stores over the next five years.

During an interview with the Daily Telegraph, L'Oreal UK managing director Vismay Sharma noted: "Today you have a very small proportion of men who want to use make up products but that proportion is growing and it will continue to grow.”

Several companies are currently working towards fulfilling these increasing demands, exploring men's grooming and makeup products. Tom Ford recently launched a new men’s grooming products range, eyebrow maintenance kit, and a concealer set.

This release followed online retailer ASOS's introduction of a male-only beauty range comprising a concealer, beard and brow filler, and mascara from MMUK.

To further meet the demands, female-exclusive makeup artists are reported to have started posting tutorials on specific beauty tips for men.