More and more, beauty brands have been celebrating the fact that makeup is for everyone. Just look at beauty influencers like Manny Gutierrez, James Charles, Gabriel Zamora, and countless other men who have all scored campaigns and partnerships within the past year. Now, L’Oréal is pushing the needle further with the prediction that beauty counters catered to men will soon be a reality.
The news comes from L’Oréal’s UK managing director, Vismay Sharma, who, while commenting on men’s increasing demand for makeup, said male beauty counters could come to life in five to seven years. “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. I think it’s just awareness — two things are happening, men know they can use makeup, and they know what it does when you use it,” he said. “The second thing is that the taboos are going.”
While this wasn’t a concrete confirmation that male-focused beauty counters are definitely in the works, it is a vote of confidence that men’s makeup needs should be considered just as much as women’s. The counters can be a supportive, comfortable space for men to explore products that work for them. That being said, there’s no reason why men shouldn’t be free to visit existing makeup counters for services as well.