Men’s Mascara & Nail Polish – Really?

According to the Euromonitor International, men’s grooming products in China are performing well with an average annual growth rate of 13%.

Looks like the trend is growing stateside as well!

Eylure sells fake eyelashes for men in the UK-based stores of Harrods and Boots. It comes in 2 styles – “thick” and “fine” which are designed to be discreet with invisible clear, plastic strips, promising to recreate that “Hollywood gaze” thanks to eye-makeup-wearing celebs like Johnny Depp and Russell Brand.

What’s next for men?

New beauty line, EvolutionMan, just launched a nail polish collection featuring 5 colors including white, dark purple, gray, and a shiny and a matte topcoat. EvolutionMan founder Marco Bernadini thinks that men are looking for more ways to express themselves, and nail polish is one way to do that. “It is definitely less permanent than a tattoo, and you can change the color depending on your choice of mood or fashion,” he said.