If you've noticed more men shopping around the beauty department, your eyes aren't playing tricks on you.
There are an exploding number of skincare and cosmetic products being designed with guys in mind. Just don't call them makeup!
One look in Scott Lazerson's bathroom, and you might think his wife has taken over. But this beauty booty is actually his!
"Everyday I am cleansing my face,” Scott says. “Once a week I'm putting a clay mask on."
Scott says these products help him put his best face forward.
He's not alone. Made-for-men grooming products are expected to hit more than 3 billion dollars by 2016, up from an estimated 2.6 billion this year.
Jesse Ashlock with details magazine says men today simply want to look and feel their best.
"You can gain a personal and professional advantage by paying attention to these things."
From the drugstore to specialty and department stores, men's beauty brands are taking up serious shelf space, with everything from anti-aging potions, moisturizers and scrubs, to lip balms and shaving oils.
"The market is booming and there's a ton of good things to choose from, and I think that's because the desire is there," Ashlock says.
"My wife loves that I love skincare products,” says Scott. “She gets to be the recipient of everything I bring home!"
Here’s a little secret. Some men are even stocking up on makeup: think tinted moisturizer, concealer, and anti-shine powders and gels.
"They're not like makeup in the way that women use makeup, but they'll do something to smooth skin tone, obscure a blemish, get rid of tired eyes, in a way that nobody out there will know that you're wearing makeup," Jesse Ashlock explains.
And at Macy’s, bronzer is a top seller.
"A lot of the great bronzers out there don't turn your skin orange,” Durand Guion with Macy's says. “You have some control over it."
For guys, the beauty of these products is that the word "makeup" is never actually used. Instead, you'll find masculine names like "facial fuel," "urban camouflage," and "electric shave enhancer." Also…
"What we're really seeing is a shift towards packaging that is black, matte, silver,” Guion says. “We're seeing terms like 'bold' or 'platinum' being used, so certainly there is a marketing angle to make men feel more comfortable."
"I really, really believe that doing something daily for my skin has definitely made me look younger."
Today, you can even find subscription based beauty services for men, like Birchbox
. For a monthly fee, samples of grooming and lifestyle products are sent straight to your door.
And here's an interesting fact: research shows men are more brand loyal than women! Experts say it's all about convenience!