>> Big makeup brands are looking to crack into a new consumer base. There's early signs that men are finally becoming interested in a flawless complexion and natural glow for themselves. Companies like Chanel and Este Lauder are keen to get a head start on the changing tide. Launching ranges specifically for male skin types in more neutral, less glitzy packaging.
And there's one country that seems to be leading the charge.>> South Korea has really emerged as a focal point for brands trying to break into men's makeup. Chanel launched their Boy line there in September. Asia really is the market where a lot of these brands are concentrating.
>> South Korean men already splurge ten times more on their skin care routines than Americans and the French. Fresh faced K-pop boy bands are helping to redefine male beauty standards. But companies say their clients aren't limited to red carpet stars. Young guys and image conscious execs are also looking to enhance their features.
With tinted moisturizers, lip balms, and eyebrow pencils all geared towards the average man.>>
> Subtle makeup tutorials for men are even beginning to pick up viewers online. But for the beauty brands, it's still a gamble. These products have been known to flop in the past, with French brand Jean-Paul Gaultier discontinuing a line in 2008.
>> So men's makeup does remain a very small and niche market. And not all dominant cosmetics players have decided to branch into it. So there is a question mark over whether it's a worthwhile business step to go into this. And whether there's a big enough audience for this type of product.
>> The biggest test for these brands brave enough to face male consumers will be China. Its beauty market has an estimated price tag of $44 billion. And L'Oréal expects that to double by 2030. One of China's biggest online retailers saw a 61% jump in makeup sales to men this June.
And if the brands can get more men to start powdering their nose, it could be a way to reach billions of extra shoppers and their credit cards.