Although it seems like more men than ever are sticking to a skincare routine, men who take care of their skin are barely the majority, new research reveals. Only 56% of men under 35 have a set of products they use every day. That number climbs for those aged 51 and over (70%), a spike attributed to their collective desire to look younger, reports global research agency Ispos.
Even fewer men try cosmetic modifications like nail polish or makeup, but a man’s willingness to wear concealer or eye shadow largely depends on his age — “73% of 51-year-old men and more said they would not consider using cosmetics compared to just 37% of men 18–34,” reads the Ispos report. For those who said they would try cosmetics, 18-34 year olds and 51+ year olds said they would rather buy these products from a “traditional men’s brand” rather than a long-standing women’s brand that is branching out.
This makes brands like 2022 GP100 winner Mattias incredibly important. The brand is clearly geared towards men and only makes two products: Mattias Cover, an easy-to-use concealer stick infused with vitamin E, and Mattias Level, a tinted moisturizer with vitamin B5. The former is overall the easiest introduction to makeup a man can buy right now. It’s something I use daily, whether it’s to cover up a hive or hide a pimple. Here’s why.
Mattias Cover Concealer for Men
It’s easier makeup.
It’s fair to assume that most men don’t wear makeup because it’s not traditionally expected of them. Others might be interested but also completely unaware of how to apply it. Mattias makes the process easy with his familiar pen-shaped applicator. Just click the top button a few times, tap the affected area with the foam tip, and rub it in with your finger – lightly, of course. Plus, the packaging is so simple that no one would know what you’re using. This is a vitamin E camouflage stick for acne, after all.
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It mixes well.
As long as you’ve chosen the right shade, you should have no trouble blending it. The best way to do this, however, is to use one finger and gently. You can almost just pat on the concealer, shedding its edges, making it less obvious.
There are six shades available.
Men of color are often left out of the equation. Whether in the grooming space or the growing cosmetics category, products designed specifically for them are few and far between. Mattias made sure to match them with an assortment of darker shades: #11, #15, #19 and #23. There could surely be more in between, though.
What’s wrong :
My pen broke—twice.
The formula itself is worthy of an award – clearly. It’s made in the USA with a blend of antioxidants and vitamins – E included, which helps treat redness and inflammation – and it will never cause acne or clogged pores.
The pen it’s housed in, however, could use some improvement. Sure, it looks good and is pretty intuitive to use, but two of my pens broke the same way. (I wouldn’t have brought it up if it was an isolated incident.) The clicker cap broke, leaving the internal mechanism exposed. When this happens there is not much you can do. There’s probably some formula trapped in the foam tip, so you can squeeze it out or keep applying the rest to lighter areas, but there’s no way to push the new formula out, letting the rest dry. on the inside.
Makeup for men is not a new concept, but many of them have not tried it yet. Mattias Concealer Stick eases the introduction. Moreover, it is not only designed for aesthetic functions. Although its main job is to cover blemishes, hot spots, and pimples, the included vitamins and antioxidants can actually speed up the healing process by reducing overall redness and limiting inflammation.
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