Photo credit: model: Connor Bowen @conbo37. Photography: Erik Holladay @holladay_photography. MENS grooming: Mark Ellsworth @Mark_ellsworth
Men’s Grooming; code name for the application of cosmetics and like products on men. Yes, you read that right, cosmetics on men. This decade has seen the birth of a new age in beauty. Men have begun taking extra measures to present their best self to the world around them. The days of secretly swiping their sisters concealer are coming to an end and more and more men are empowered and confidently approaching cosmetics counters with a goal in mind; looking good.
Today’s gender fluid influencers are peeling back the labels of their mothers compacts and handing it over to the #Bro on their left. This isn’t about men or women and the norms of previous generations; this is about pride. Men’s grooming takes his morning routine to the next level, putting color theory to practice and changing verbiage to accurately describe the finished product.
The boys dipped their toes in the pool and started pampering themselves with manicures and pedicures, finding how refreshing it is to take a little “me” time for themselves. This indulgence is evolving into a full body experience, starting with the face. A facial is like a good beard trim or cleanse, it’s sheds the unwanted, rejuvenates the spirit, and reveals a new image of oneself. The gentlemen of today are well aware that the effects of time and gravity are not subject to just women, weather they’re 28 or 48, measures can be taken to preserve masculine vitality.
While facials and spa treatments can be added to the maintenance list along with your oil change, there are everyday solutions to enhance a gents features and polish him to perfection in a few easy steps.
More and more cosmetic brands are gearing campaigns and marketing towards men and introducing or rebranding existing products to better suit their target audience. Simply put; user friendly products that make brands approachable with routines that are attainable for the everyday man. Tinted moisturizers and BB (beauty balm) creams, like Kiehls actively correcting and beautifying BB cream, strive to correct imbalances and enhance the appearance of the skin without looking like actual makeup. Giving you a believable “I woke up like this…” kind of vibe while protecting you from the elements outside with a generous dose of SPF.
Taking it a step further, dudes are understanding color theory more and how it can be applied to the face. This fundamental system of primary and complimentary colors can become a game changer when you’re troubleshooting problem areas like under eyes and rosy cheeks. Veil Cosmetics is focused on just that; fixing. The click applicator pens offer 12 shades of corrective color that adjust, balance, and highlight the skin. A peptide complex boosts the skin with additional hydration and lays softly on the skin like an Instagram filter. #Perfection
We’re transitioning out the winter blues and into the warmer seasons. Unfortunately our skin doesn’t maintain the same speed as Mother Nature and we might need little help. So we’re borrowing everybody’s favorite Insta filter “Valencia” (think back to the cult classic song “Lemme take a selfie” and the claim of looking tan) and adding some warmth to the face with a little bronzer. Less is more here guys and texture is everything; sheer and matte. Laura Mercier Cosmetics Matte Radiance Baked Powder is the ticket to St. Tropez skin. The subtle hues of terrocatta swept over the apples of the cheeks and high planes of the forehead with the finishing brush make a great compliment and give you a touch of #Manglow (who said J.Lo gets to have all the fun).
The finishing touch; Brows. Facial hair on a man can be as unruly as a stubborn uncle and sometimes they just need to be put in their place. A typical bro already has full and dense brows, so color is not a priority here. Rather, shaping and sculpting are the tasks at hand. Clear brow gels, like Laura Merciers’, help to comb through coarse hairs and define shape without adding color, just hold.
There you have it fellas, four easy steps and five to eight minutes in front of the mirror that will put your best foot forward. Our cosmetics department is excited to feature MENS products and look forward to helping you customize a regemine just for you.
By: Mark Ellsworth