Men’s Cosmetics Becoming a Bull Market
By ANDREW ADAM NEWMAN

"... At 4VOO, a seven-year-old Canadian company, sales have tripled over the last four years, according to Marek Hewryk, the founder. Its products — all targeted to men — include a lipstick-shaped concealer called Confidence Corrector ($34); a Lash and Brow Styling Glaze, applied with a mascara wand ($23); and even an eyeliner ($19). 

“Women use cosmetic products to beautify, but men have a totally different approach and totally different goals,” said Mr. Hewryk, who holds degrees in applied chemistry and biology. “Men use cosmetic products in order to cover up or correct imperfections, not to enhance beauty.” 

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