Hey, men: Don’t be surprised if very soon your toiletry kit contains not only shaving cream, deodorant and toothpaste, but concealer, oil-absorbing face powder and brow gel. That’s because guys are relying on an increasing number of made-for-men products like these to put their best face forward. “I think men are much more receptive to the whole grooming concept from start to finish.

Makeup is sort of the final frontier,” says Wendy Lewis, a beauty consultant and author of “The Beauty Battle: An Insider’s Guide to Wrinkle Rescue and Cosmetic Perfection from Head to Toe.” “They’re certainly concerned about camouflaging imperfections. The idea of a little light dusting of powder is no longer an extreme measure.”

Forbes.com