A woman applies make-up on a model backstageduring the 40th Edition of Moda Lisboa at Patio da Gale, Terreiro do Paco Square in Lisbon on March 10, 2013.
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.