Beauty Hisness: why more men are wearing makeup

BY ROB ANDERSON PHOTO BY JONO PHOTOGRAPHY

F

oundation, concealer, a little eyeliner… More and more men are applying makeup on a daily basis. The fi rst time Anttoni Lopez tried painting his face was fi ve years ago, as a way to cover up marks and bruises he had from an abusive relationship. He turned to over-the-counter products that were readily available in his pharmacy: brands like Revlon, Covergirl, and Fenty. What he found were they were heavy, cakey, and worst of all, noticeable.

“Like most guys at the time, I didn’t want people to know I was wearing makeup,” he says.

Another byproduct of the coverup: his face became irritated and broke out. “I started to pay more attention to the contents listed on the labels and discovered that certain ingredients commonly used in all were suitable for women, but likely to cause blotches in men.”

He looked for a line of cosmetics that were made specifi cally for men, but at the time, none existed, so he set out to make one himself.

His brand, Alpha Male Cosmetics, is more subtle and much lighter than make-up made for women. It is water-based so simple soap and water will work perfectly to wipe it away.

It also addresses conditions that are unique to men’s tougher skin; often damaged from harsh soaps, shaving and the sun. “Applying a blade to our face, one or sometimes even two times a day, leaves many of us with razor bumps, ingrown hairs and dark spots,” Lopez explains.

His answer to that is Alpha Male’s Anti-aging BB Cream. Available in fi ve shades and made with aloe and SPF, it is part make-up, part skincare, working to calm the skin and protect it from the sun to avoid premature skin aging and darkening while providing sheer, radiant coverage.

Since launching Alpha Male Cosmetics fi ve years ago, the men’s beauty market has changed dramatically. Lopez points to social media as the driving force. “Everyone is looking to pull off that fl awless look, and many guys are no longer trying to hide the make-up. They’re making a statement in make-up!”

As the demand from men has grown, so has the line. The Alpha Male Cosmetics collection now includes foundations, primer, liquid concealers and setting spray. The liquid foundations and liquid concealers come in 24 shades, more than any other male brand in the market.

“When I fi rst launched Alpha Male fi ve years ago, the morning grooming routine for most men was shampoo, shave and maybe a bit of hair gel. Guys are taking much better care of themselves these days. They want to feel and look good.”

For men who want to give make-up a try but maintain a natural look, Lopez advises concealers should be no more than one shade lighter than true skin color. To fi nd the shade that works best for you, he recommends trying the sample packs fi rst. — Alpha Male Cosmetics are available at alphamalecosmetics. com/. Follow on Instagram and Facebook @ alphamalecosmetics.

Alpha Male Cosmetics