Vismay Sharma, L'Oreal's UK managing director, said that demand for make-up among men was growing fast
Male make-up counters could become a reality within five years, the UK boss of L'Oreal has said, as it is no longer a taboo for the "selfie generation".
According to Mr Sharma taboos are changing and make-up is becoming more accepted for men among what he describes as the "selfie generation".
It comes after online retailer ASOS this week launched a male-only beauty range from MMUK, which includes a concealer, beard and brow filler and mascara.
To cater to the growing demand for men's cosmetics, make-up artists who usually cater for women's only customer bases are starting to post tutorials on their websites specifically for men to provide them with tips and tricks.
Make-up mogul Charlotte Tilbury said: "This is a masculine approach to beauty – helping you to look and feel revived after a late night or a long winter, for a job interview or date, or when you just need a skin pick-me-up."
It is the first time that men and teenage boys are being offered a dedicated range of concealers and foundations to subtly improve their appearance and boost confidence.
And as make-up trends evolve, men could also see bolder forms of make-up such as eyeliner and eyeshadow included in mainstream cosmetics offerings.
Last year 26-year-old beauty blogger, Gary Thompson, became the first man to star in a make-up advert. Gary talks about finally being true to himself and embracing who he is. At the time he said: "I think we've come far with accepting men wearing makeup.