A recent, albeit late, social shift regarding industry events is the inclusion of men, not as a plus-one or unwilling lackey who sulks in a corner as their female friend mingles around, but men who are genuinely interested in wearing makeup, on the invite list. Conventional standards of what they can use are so last season, but there is one gesture, so beguiling as it is practical, that proves that the use of cosmetics has gone completely contrarian. More men are pulling out concealers by their desks, seats, and even in crowded spaces to touch up their makeup, even though most use their fingers instead of a sponge: baby steps, but quite the leap.
Pendulum swings in style can be almost audible, and it was something that makeup artist Dany Sanz swayed away in 1984 when she invented Make Up For Ever. Instead of the excess flash, Sanz kept each product's packaging quiet, dark, and serious rather than trying to appease the public with kitsch and Sanz stressed that performance was more important (eyeliners were tested on underwater performers, and the brand was the first to invent high-definition makeup).
New to its base category is the HD Skin Concealer, a non-descript tube measuring 9.6cm in height, which makes it perfect to slip into a pocket perfectly; otherwise, mention it as a tube of paint if one needs to fib about its provenance (no judgment here). Beyond its MoMA gift shop-esque minimalism are several technologies that make it feel lightweight, look tasteful, and come off noticeably subtle. One makes the concealer's texture so fine that it feels practically nonexistent.
The other is a mixture of soft focus powders, coated pigments, and hydrators allow its finish to look natural no matter how much one has to apply. What would really convince a man to use it in public, though? Its flexible applicator allows for quick and precise application, even if he is doing testosterone-laden things that involve wood... or something.

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is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 88 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 88 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.