Wish they All could be California Guys

It’s funny to me as a SoCal native and especially as a beauty consultant to see that men are seriously buying a LOT of makeup nowadays both around the country ($6B in the US racked.com/2014/11/11/7569603/beauty-products-for-men-dove-lab-series) and across the world (more than $1B in South Korea money.cnn.com/2015/10/04/news/south-korea-men-cosmetics/index.html, though Danish men also are buying cosmetics in the hundreds of millions).

What’s funny is how our LA boys have always been trendsetters for guys wearing makeup. Back in 2012 LA Times did a piece (at articles.latimes.com/2012/jun/23/business/la-fi-man-makeup-20120623) on how retailers even several years ago were already catering to and around men’s stereotypical tastes in packaging and scent of the bronzers and concealers they were trying (evidently ultimately successfully) to sell them. Even a cosmetics retailer who’s currently in the process, he says (at latimes.com/fashion/la-ig-bluemercury-20171020-story.html), of opening about 100 of his nationwide chain in the greater LA area says his stores will also market itself to men with “men’s-related products beyond shower gel and shaving cream” because “men are purchasing in the makeup category in a significant way, and it's happening here in LA.”

A stereotype often exists for a reason. LA is a place where you just gotta look good no matter who you are, even if you're a man.

See Barry Beck for more information.