Of the $5 billion spent on men’s grooming products in the U.S. last year, half of that was on skin care and cosmetics. (That $5 billion figure has doubled since 1997, by the way.) And there’s a host of companies out there selling men’s cosmetics, including Skin Care for Men, Manface and Birchbox. We’re not talking Alice Cooper and KISS-type makeup here. These companies sell more subtle products designed to remove puffiness and bags, smooth out wrinkles, and, yes, they also offer guyliner.