WHATdo male sport stars, actors and even ultra-macho rappers have in common?
Accordingto a leading Wimbledon make-up artist they whack on the slap whether they arefacing the cameras or not.
AndreaTomeo, who has worked with celebrities on major music videos, film sets andcatwalks, claims famous faces are leading a male make-up revolution.
Andsays it won’t be long before your average Joe is donning a lick of mascara, asmear of foundation or brush of blush too.
“Thisis not about gay or straight or about models versus football players,” said the27-year-old.
“Infact, it is the very masculine guys who wear the most mascara. You would besurprised how much make-up a man like David Beckham would wear. And I’ve evengiven tips to boxers, rugby players and rap stars.”
Andreawas scouted as a model as a teenager but decided to train as a beautician afterseeing a gap in the market for experts who really understand male grooming.
He completed a number ofdifferent courses with The Beauty Academy at their centre near London Bridgebefore landing a job as Business and Development Manager for a leading make-up artist who has worked on red-carpet events to include the Oscars andBAFTAs and for stars to include Angelina Jolie, Carey Mulligan and Ashley Jensen.
Hesaid he is now increasingly specialising in make-up for men under her label.
“Lookinggood is important to both men and women but men are increasingly gainingconfidence in seeking skin treatments, body care and using make-up,” he said.
“Thisis especially true in the UK. I grew up in Milan but the truth is British mentake more care over their appearance than their Italian counterparts.
“Theonly problem is that there is a shortage of salons specifically for men whichis probably why so many guys like me are choosing to train in this area.”
According to the leadingprovider of beauty courses in the capital, there are soaring numbers of menapplying for training courses to learn how to pluck, polish and preen their ownbrows, nails and skin.
Terry Hadley, Director ofThe Beauty Academy, believes role models like David Beckham and the cast ofTOWIE are responsible.
This is backed up by arecent report – Beautiful Britain 2014 – which found that David Beckham is thebiggest style inspiration for men with 46% of the vote, followed by Take Thatmember Gary Barlow, 28%, and TOWIE star, Mark Wright 10%.
“Many of ourstudents admit they are taking a course simply because they want the knowledgeand experience to be able to carry out beauty treatments on themselves on adaily basis,” said Mr Hadley.
“Women have donethis for years – they regularly paint their own nails, have a mini facial,pluck their own brows. But men are relatively new to this and so are wanting tolearn from the experts so they too, can look good all the time.”
The most popular coursefor men at the London branches of the Beauty Academy is for those wanting tobecome a Nail Technician but numbers are also increasing on courses forfacials, waxing and even make-up artistry.
Mr Hadley said: “Mostguys – gay or straight – will happily wear a bit of concealer, blush or eyepencil but many haven’t a clue how to apply it so it’s subtle.”
Male beauty has becomebusiness in the UK and is now worth an estimated £600 million – with the numberof men paying for beauty treatments jumping by two-thirds in the last year.
The rapid increase inmale demand for tanning, waxing and facial treatments is expected to helpcreate 11,000 jobs in the £6.2bn beauty industry over the next 12 months.