In an meeting with the Everyday Send, Vismay Sharma, the elegance items giant's UK md, said that need for make-up among men was increasing fast.
Speaking about the market as a whole, he said male-targeted surfaces in shops and pharmacies could be a in "five to seven years".
According to Mr Sharma taboos are modifying and make-up is becoming more approved for men among what he explains as the "selfie generation".
Men know they can use comprise, and they know what it does when you use itVismay Sharma
He said: "Today you have a very little percentage of men who want to use comprise items but that percentage is increasing and it will keep growing. I think its just attention - two things are occurring, men know they can use comprise, and they know what it does when you use it.
"The second thing is that the taboos are going, so between my creation and my son's creation the taboos are very different."
"Is the craze going to go towards strong colors or more subtle? I don't know. But what I do know is we are hearing very properly to customers and what they want."
It comes after online store ASOS this 7 days released a male-only elegance vary from MMUK, which contains a cover-up, hairs and temple product and mascara.
Co-founder Alex Dalley said: "We wish that this shift locations make-up for men on the radars of countless numbers of people out there who simply want to look their best daily."
And at the more advanced of the market style powerhouse Tom Honda has also released a little assortment of male self care items such as an brow servicing kit and a cover-up set. The brand's "Brow Gelcomb" is revealed to have rocketed in sales, displaying it customers have the need to keep their "over-eye caterpillars" well-tended.
To serve the increasing need for men's elegance items, make-up performers who usually provide for females only client angles are beginning to publish guides on their sites for men to provide them with guidelines and techniques.
Make-up mogul Currently Tilbury's website reads: "I get so many demands from men asking how they too can benefit from the power of natual skin care and make-up items." Explaining videos on her site, she said: "This is a macho strategy to elegance – assisting you to to overall look and experience enhanced after a night time or a long winter time, for a job meeting or time frame, or when you just need an epidermis pick-me-up."
It is initially that men and young people are provided a devoted variety of concealers and fundamentals to slightly boost the look of them and increase assurance. The man make-up pattern also provides more available alternatives for men struggling from areas and epidermis disorders to protect their imperfections without relying on using "women's" items.
And as make-up styles develop, men could also see more vivid types of make-up such as eye liner and eye shadow a part of popular elegance items promotions.
Last season 26-year-old elegance blog writer, Grettle Thompson, became the first man to celebrity in a make-up advertisement.
Featuring in L'Oreal's Real Coordinate Platform advertisement together with superstars such as Cheryl Fernandez-Versini, Grettle speaks about lastly being in keeping with himself and adopting who he is. Right at that moment he said: "I think we've come far with recognizing men dressed in cosmetics.
"If you look at it five years' ago, if you thought of men dressed in make-up you'd think of utmost glistening eye shadow however nowadays it does not have to be like that. You could use a excellent foundation, a excellent shape, a natural base and it does not have to be excessive."
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