MATTIAS is a new performance makeup company for men and it is introducing itself to the world with two products: a concealer and a tinted moisturizer in light to deep shades. The affordable range for men was created as an unapologetic brand to serve real-world needs, as co-founder and CEO Dee Draper found male friends asking for help to cover blemishes or conceal dark circles.
The makeup essentials for men are free from fillers and enhanced with vitamins so that skin is supported. Each of the products is outlined with a four to five-step ritual for using the products successfully. The organic and cruelty-free products are made in the USA and intentionally formulated with Vitamin B5 to help with rehydrating the skin, controlling oiliness and fighting signs of aging.
Performance Men's Makeup
MATTIAS Makes Concealer and Tinted Moisturizer for Men
Trend Themes
1. Men's Makeup - Opportunities for makeup brands to create performance makeup for men
2. Gender-neutral Products - Potential for brands to develop more gender-neutral products and market them towards all genders
3. Personalized Beauty - Personalization options for makeup products to meet individual skin care needs
Industry Implications
1. Beauty and Personal Care - Opportunities for the beauty and personal care industry to introduce more products specifically tailored to men's needs
2. Cosmetics - Disruptive innovation opportunity for the cosmetics industry to expand their market by creating makeup products for men
3. Health and Wellness - Opportunities for the health and wellness industry to introduce products that cater to men's grooming and skincare needs