How remote working is leading to more men in Japan embracing makeup

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"Who is this person? I was surprised how different I look," says Yoshiro Kamichi, a salon customer in Tokyo, Japan. 

Yoshiro is part of a growing number of men adding makeup to their daily grooming routine. Demand for makeup has increased during the pandemic with brands attributing the growth to remote working. 

READ MORE | Are concealer and foundation a man's new best friend? The rise of men wearing makeup as self-care

Hiroaki Murakami, a manager at Cosme Tokyo, says, in addition to there being more online meetings than before people have more time to spend on themselves.

"I think there are more men who watch cosmetic-related YouTube content and that has contributed to an increase in men's interest in makeup," adds Hiroaki.

Makeup company Shiseido has even created online filters to give men the appearance of wearing foundation or BB cream on conference calls. 

Shiseido filter developer, Ayumi Miyamoto, says; "We have received messages from men who saw the filter called Maquillage that we made for women last year.

"They said men also have online meetings and it would be nice if there was one for men. We realised there is a certain demand for it so we decided to invent it." 

READ MORE | Rihanna wants to end the stigma surrounding skincare for men

This Japanese cosmetics store has dedicated and entire section to cater for customers looking for men's makeup. Brands in this store section include Clinique For Men and LAB Series, among others.

Kenta Yamazaki, a customer at the store, says; "I think there are men who cannot buy cosmetic products because it's hard for them to casually drop in. I think it's nice we now have this section but I wish they could make the section bigger so that men can more casually drop in."

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