Bloomberg Businessweek

Beauty Houses’ Next Step: Men’s Makeup

They’re betting younger males may be willing to try color cosmetics
A demonstration of the Fiveism line at a shop in Tokyo

When Yota Nakamura’s girlfriend said he should spruce up his look, he went shopping. The 22-year-old university student in Osaka purchased toner, moisturizer, and a tinted face primer—yes, makeup—made by a Japanese brand called Fiveism x Three. Now Nakamura, a neuroscience student, is thinking ahead to next year, when he’ll start a job as a consultant in Tokyo. He wants to make sure he has the right foundation and concealer lined

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