FACE IT: Men's grooming craze

Don't be surprised if very soon your toiletry kit contains not only shaving cream, deodorant and toothpaste, but also concealer, oil-absorbing face powder and brow gel. That's because guys are relying on an increasing number of made-for-men products to put their best face forward.

The modern man... pretty much.

Grooming has often been a topic avoided by men- "I don't need all those products, I have soap". However in recent years, men's grooming has taken off at an alarming rate. Men's fashion is starting to break boundaries and so is the men's grooming line. Gooo men!!!

Men's grooming has grown so fast that there is a growing number of cosmetic companies that are creating makeup lines specifically designed for men. Now I'm not talking about stage or on-screen makeup. I'm talking about makeup that can be used on a daily basis to work, college or even a night out on the town.

The reasoning behind makeup for men is that men have skin imperfections too and deserve to walk around feeling confident.

Of course all the big makeup houses are jumping on board for a piece of this growing pie. Below is a model (Big Brother's Stuart) applying Yves Saint Laurent's best selling highlighter/ concealer 'Touche Eclat" which has been designed specifically for men.

In recent years men have started to take grooming seriously and are including products from Clinique, LAB Series, L'Oreal and Clarins in their daily routine all in an effort to look good- why else would men go through all the trouble of cleansing, toning, and moisturizing everyday?

There are women who maintain that they don't wear pants because pants are for men. However today, women's pants are manufactured specifically for women and to cater to their body types and form an integral part of a modern women's wardrobe. In fact they've been around for decades. A similar argument made by guys is that they will not use makeup because makeup 'is for girls'. Now with the growing makeup and grooming lines for men, are men's attitudes toward makeup going to evolve with the times?

An expert from KenMen, a Montreal based cosmetics line seems to think so. Men are looking for a product that doesn't scream "Hey, look I'm wearing makeup!" she says. She adds that it's only natural that men would turn to makeup to look their best. ONLY NATURAL???

Within a product line, the possibilities are endless.

Traditional products like shaving cream, aftershave and deodorant seem to be reinvented, catering to a growing demand worldwide. 'I just want the basics' doesn't cut it anymore. Men are now faced with endless choices even when it comes to shopping for more traditional/ basic products. You'd like a simple aftershave. Would you like that for normal, combination, oily or sensitive skin? Would you like it in spray, gel or lotion form? These are decisions guys have to make on a daily basis.

On the left is the L'Oreal Men expert Pure and Matte range for oily/ greasy skin. It includes an exfoliating gel scrub, anti-serum foam scrub, bright charcoal black foam, moisturizer, anti-marks eye roller and anti-mark moisturizer. Other product ranges include 'Hydra Energetic' and 'Hydra Sensitive'.

As we can see, men's grooming and particularly men's makeup lines are trending. So, do real men use makeup?? Well, only time will tell.

Guys out there you are not alone. Embrace what has been specially created for you. You will also end up looking good in the process. Looking and feeling good is no longer something reserved just for women or gay men. You can be a metrosexual man with a little effort.

Keep checking for reviews of products that I've personally used.