WOMEN
05/15/2013 12:01 pm ET

Makeup For Men Is On The Rise -- And No Longer A Taboo

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Androgyny is once again in fashion, and just in time: the long arm of gender equality has extended its reach past the boardrooms and into our bathrooms (and medicine cabinets). American consumers spent over $5 billion on men’s grooming products last year, over half of which went into skin care and cosmetics, according to the market data firm Euromonitor International (in 1997, by way of comparison, they spent $2.4 billion). By becoming attuned to the beauty industry, men are now openly availing themselves of the same opportunities afforded to women.

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