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Brief Published: 7 Jan 2014

Primal Skin: Make-Up for Men

Annemiek van der Beek, a graduate of The Netherlands’ Design Academy Eindhoven, has created a make-up collection for men with rugged, masculine packaging designed to appeal to males.

From the black aluminium compacts and brushes to the minimalist MDF boxes, the products in the Primal Skin collection are designed to feel weightier and more attuned with male consumers’ needs.

The range includes mineral-based foundations and powders in five different shades for concealing the likes of under-eye bags and blemishes. In addition, there are also black kohl eye pencils and eyeshadows in various shades of grey.

Albeit fairly niche, make-up for men is a burgeoning market; 2013 saw US designers Tom Ford and Marc Jacobs both release cosmetics ranges for men. See The Male Groom Boom and Unisex Beauty for more on male consumers’ increasing openness to grooming products and cosmetics.