Nothing quite excites us like a new foundation launch, which is why our ears pricked up when we heard that Chanel is launching a brand new formula. The only problem? It’s ‘for men’. Yep, just like those damn Yorkie bars.

Instagram account FYI Beauty revealed that ‘Boy De Chanel’ – a makeup range especially designed for men – is coming, and it includes foundation, eyebrow pencils and lip balm.

While some people were quick to praise Chanel for acknowledging the male makeup movement, “yesss i hope more companies do this as more guys are getting into makeup and grooming”. Others weren’t so sure, as one commenter put it, “I’m very confused why makeup is gendered”.

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👀SNEAK PEEK👀 @chanel.beauty are introducing a line of makeup especially designed for MEN! #BoyDeChanel includes foundation with SPF25, brow pencils and lip balms in it’s debut range 😱😍! ➡️ #ComingSoon ! Makeup for everyone 🌈! I don’t know about you but I’m tempted to try the foundation 😆! What are your thoughts on this? XO UPDATE: UK in November ____________________________________________________________ ukmakeupnews.co.uk – Join our community & stay up to date 📲🇬🇧 UK beauty updates, sneak peeks, restocks & blog. TAG ME in beauty news 😘🇬🇧. 📸 @singles_beauty Thank you for the tip off @highstreetrichboy 🙌💖 #fyibeauty #ukmakeupnews #chanel #chanelbeauty #chanelmakeup

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The campaign is fronted by South Korean actor, Lee Dong-Wook and is expected to launch in Korea in November, before rolling out globally in Chanel boutiques, from January 2019.

While Chanel aren’t the first brand to start a male makeup line – Tom Ford already has one – the last few years has seen an increase in the visibility of men wearing makeup. This movement is down to social media influencers, and brands like L’Oreal Paris using men to front their campaigns.

We asked one of the biggest male beauty influencers in the UK – Jake-Jamie– for his opinion on Chanel’s latest move, as a guy who proudly wears makeup.

“I think it’s amazing that brands like Chanel are bringing makeup for men to the forefront of people’s minds, however I personally prefer a genderless approach to makeup. I just wish we lived in a world whereby gender boxes didn’t exist.”

However, as he points out, some men simply don’t feel comfortable purchasing makeup that’s targeted to women.

 

“Why does it have to be a boy’s eyebrow pencil? It’s just an eyebrow pencil! Having said that, I do understand that not all men are as open about wearing makeup as perhaps I am, and this could give them the confidence to purchase makeup without feeling ashamed of doing so.”

Rather than targeting products for men, or for women. Jake-Jamie has a different idea, “beauty brands would simply create a new product for all sexes and promote the launch via the use of both male and female models, in campaigns and at point of sale.”

 

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OBSESSED with this brand new @ciatelondon Glitter Flip shade: UNDRESSED! Do you likey? This shade and 5 other newbies will launch in two days (January 30th) – available from ciatelondon.com and Sephora. £17, $19 💕💕💕 ——— Also on my face: @vichyuki mineral 89 @toofaced born this way foundation @urbandecaycosmetics all-nighter concealer @ctilburymakeup pillowtalk lip liner @maccosmeticsuk matte bronzer @lauramercier translucent powder @itcosmetics universal brow pencil @nyxcosmetics_uk worth the hype mascara (light coat on lashes and brows for subtle depth and dimension) ——— #bblogger #bbloggers #lblogger #lbloggers #beautyblogger #thebeautyboy #mua #beauty #instamakeup #makeupartist #jakejamie #wakeupandmakeup #laurag_143 #makeuptutorialsx0x #fakeupfix #hudabeauty #hairmakeupdiary #shimycatsmua #glitterflip #peachyqueenblog #brian_champagne #flawlesssdolls #melformakeup #ciatelondon #allmodernmakeup #newfor2018

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Maybe, just maybe, there’ll be a future where ‘steel grey’ shower gels aren’t targeted to men.

This article was originally posted on Cosmopolitan UK

Minor changes have been made by the Quiet Curator editors.