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Males won’t ever store magnificence in the identical means once more with devoted beauty counters on the rise

The UK is ready for a retail first as magnificence model MMUK MAN unveil plans to open their first male-only make-up retailer in Brighton early subsequent yr. Making high-street historical past, the model that launched simply 5 years in the past has seen an enormous rise within the variety of gents wishing to experiment with cosmetics, equivalent to basis, concealer and BB cream.

Again in August, MMUK celebrated their launch at on-line vogue giants ASOS, who now inventory twelve of their core merchandise. With make-up counters particularly for males predicted to reach inside 5 years by L’Oreal boss Vismay Sharma, the Brighton primarily based firm look set to additional steal a march over its rivals and shift the plate tectonics of male magnificence, far faster than any of us may have anticipated.

‘Opening our first bricks-and-mortar retailer is an emblem of how modern-day males are tremendous tuning their grooming wants and are now not anxious in regards to the perceived taboo surrounding them carrying make-up’ mentioned Lucy Atkinson, an organization spokesperson. ‘This main growth is indicative of how the panorama of magnificence is quickly evolving.’

Self-proclaimed males’s make-up junkie Gianni Casagrande is one in every of 1000’s of males throughout the nation, rapidly coming to understand that a little bit contact up can go great distance within the toilet. ‘There’s positively nonetheless a stigma round males’s make-up, however I believe it’s turning into extra regular now’ the social media strategist and wonder blogger told the BBC final week. ‘Much more of my pals are carrying it, each homosexual and straight – it makes you’re feeling much more snug and assured.’

The shop itself can have a up to date and concrete really feel to it, just like that of capital primarily based males’s grooming retailer BEAST. Together with make-up cubicles, the place gents may be proven by MMUK’s make-up artists, methods to apply completely different merchandise and uncover their right shades – the shop will search to create a pleasant and relaxed ambiance for the trendy man to actually indulge.

“The provision of male magnificence merchandise in bodily shops is an rising alternative that magnificence producers worldwide ought to faucet into and can acquire traction, significantly because the social obstacles to carrying cosmetics and make-up amongst males proceed to interrupt down.” mentioned World Knowledge’s client analyst Lia Neophytou

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