When real estate agent Ben Dixon caught sight of his face during a Zoom call early in the morning with a client in January, he was distracted by what he perceived as puffiness and discoloration under his eyes.
“I was like, ‘You could do with a little help here!'” The 42-year-old admitted. The New York Post, noting how more bothered he had become with his appearance as he worked remotely during the pandemic.
So, like a growing number of guys increasingly horrified by their appearance on countless Zoom calls, he consulted a friend with seemingly perfect skin, who generously shared his secret: the concealer for men.
“It’s fantastic,” added Dixon, who lost $ 18 on a Product of the tribe named “Define Layer: Skin Fix” which he ordered online after choosing from five different shades. “People have already started to say that I look younger in my videos.”
More men than ever now buy makeup, which has resulted in an increase in sales on the male side of the industry, in part due to the trend towards working from home. National pharmacy giant CVS added men’s range Stryx – its slogan is “Nothing wrong with a handsome” – in 2,000 of its more than 9,900 points of sale in June 2020, nine months after a Morning Consult survey found that almost a quarter of men would consider wearing cosmetics.
Meanwhile, according to market analysis firm Moz, Google queries for “the look of men’s makeup” jumped nearly 80% last year from 2019, and other top requests included “cover redness”, “hide acne” and “hide acne”. bags under the eyes ”.
Gabriel Reyes, a Los Angeles publicist who gave his age in “his early sixties,” has no problem putting on what he calls “his mask” for online dating.
“Every time I see myself I’m like ‘Oh my God, look at those wrinkles and sun spots,’” he told The Post. “I usually keep my [still] picture on zoom but sometimes it looks rude so i have to turn on the video camera.
The BB cream was recommended by a seller in Miami and he purchased the slightly thicker Maybelline foundation from the women’s makeup section of his local drugstore.
“I’m sorry because I used to lie in the sun for eight hours at a time when I was 20 and lived in Texas,” Reyes said. “But these correctors really work.”
He makes sure to use the products all over the face, neck, and ears to ensure coverage is even.
“I was one of the presenters of a Zoom workshop and, while it seems frivolous, I felt a lot more confident and able to focus on the task at hand,” he said. “I don’t think men should have qualms about using tools that will make them feel better and feel better.”
The trend comes against a backdrop of changing attitudes towards men’s cosmetics, said Bill Wackermann, spokesperson for the New York-based company. beauty products Tribu company. In addition to the moisturizer and concealer, the company also sells “Eyebrow and Beard Fix,” which fills in the gaps in beards, hair lines and uneven eyebrows.
“You could call it the “Zoom effect”,He wrote in a press release last month. “America seems to be catching up with other countries like Japan, where there are less taboos around men in makeup.”
As for Dixon, he jokingly credits his fresh, flawless look to securing a $ 30 million penthouse in the East Village for one of his top clients – a deal that has taken nearly a year to materialize.
“It’s the equivalent of a well-fitting suit,” he said.
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