New trend in make-up for men

(WPRI) - At a time where so much depends on making a good first impression, stores are seeing an increase in beauty products for men.

Jesse Ashlock, a spokesperson for Details Magazine, believes the growing trend is likely in response to the the growing needs of the consumers. "There's a ton of good things to choose from, and I think that's because the desire is there," he said.

Many of these products are trying to stay away from the stigma that make-up is only for women by actually removing the word "make-up" from the packaging. Now, instead of borrowing a female friend's concealer, men can pick up their own bottle of "urban camouflage."

Already a $2.6 billion business, made-for-men grooming products are expected to surpass $3 by 2016.