In the last decade men wearing make-up has become common place amongst the strong heterosexual celebrity role models in society.
Now the cosmetic industry believes it's time for the average Joe to catch up to those male style icons.
This August, The Taxi Man range will launch in Superdrug. It is the first range of men's make-up to ever go on sale on the high street.
And like it or not, the idea is not as crazy as it sounds. The male cosmetics market is now worth over 700 million a year.
Comedy star and actor Russell Brand is one Brit star leading the way, regularly wearing make-up such as 'guyliner' and mascara on screen.
Superdrug believe that the launch of The Taxi Man range will further increase the sales of men's grooming products, which has already risen in stores by 50% in the last year.
Jeff Wemyss spoke on their behalf, saying: "Men are more obsessed with their appearance than ever".
Men who do wear make-up can have mixed results, but those with style can always pull it off.
The key is simplicity, using cosmetics to highlight strong features such as eyes and to hide any spot or shaving cut.
Taxi Man creator Peter Kelly said: "It's about subtle make-up rather than wanting to create the drag queen look".
The tricks of the trade
As with any job, using the right tool is imperative.
Mascara: A must for any man who flirts with his eyes, this is used to make eyelashes look thicker and it will make women jealous of your looks if applied well.
Eyeliner: Applied to the top or bottom half of the eyelids, this product is used to accentuate your eye line. And it can be used to draw on eyebrows on the off chance a night in with the lads goes a little bit wrong.
The woolly wonders that are in this year.
Foundation: Brush onto the face to give the flesh a healthier look. Perfect for men who look like they have never seen the sun.
Moisturiser: A necessity even for men, this cream is perfect for soothing sore skin, taking the grease out of the pores and softening. It comes in handy when shaving rashes run wild.
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