I Feel Pretty

October 25, 2010

Time Magazine

by Joel Stein

I Feel Pretty. More men are buying foundation, concealer and eye gel—as long as they don't have to call it makeup.

The first piece of journalistic advice I received from the man who is now the editor of this magazine was, "Always take the makeup." So everytime I go on TV and the producers offer makeup, I tell them to spackle it on thick. But I never thought about wearing the stuff off camera. Which, apparently, was stupid. Men spent twice as much on grooming products last year as they did back in prerecession 1997, and in that time, skincare products for guys—a category that includes not only aftershave but also eye gels and wrinkle erasers—went from a $40.9 million to a $217 million industry.

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