- 14 Mar 2002
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This is a question for the gents: how do you feel about using cosmetics? So-called 'genderless' beauty products seem to be one of the latest trends in Japanese cosmetics.
Isetan Shinjuku and other department stores will feature both male and female models on the cover of their cosmetics catalogues in 2022. The theme was "borderless beauty."
Isetan Shinjuku and other department stores will feature both male and female models on the cover of their cosmetics catalogues in 2022. The theme was "borderless beauty."
"Times have changed," said Yuki Ishikawa, 36, a male hair and makeup artist. Men looking at cosmetics for sale is a sight more commonly seen over the past few years, according to the staff at retailer Loft Co.'s store in Osaka's Kita Ward. An advertisement for lipstick on a store shelf features both male and female models. Koki Yamamura, 23, a company employee, picked out one of the lipsticks. "Makeup makes me feel good," he said. Yamamura began using beauty products such as concealer about two years ago, when his favourite hair wax company began selling cosmetics for men. He said his male friends use lipsticks marketed for women. "I can become the person I want to be with makeup," he said. "I think the stereotype that makeup is only for women is old-fashioned."