# Performance Men's Makeup MATTIAS Makes Concealer and Tinted Moisturizer for Men By Laura McQuarrie | Published 2021-05-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mattias References: [hypebae](https://hypebae.com/2021/4/mens-makeup-brands-products-mattias-concealer-tinted-moisturizer-release) & [getmattias](https://www.getmattias.com/products/mattias-level-mattias-cover-tinted-moisturizer-for-men) [MATTIAS](https://www.trendhunter.com/trends/mattias-gollin-x-moon-boot-flakes-capsule) 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](https://www.trendhunter.com/trends/dark-circles-eye-rescue). The [makeup essentials for men](https://www.trendhunter.com/trends/blush-lip-color) 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 69% | Activity: 60% | Freshness: 10% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Men's Makeup:** Opportunities for makeup brands to create performance makeup for men - **Gender-neutral Products:** Potential for brands to develop more gender-neutral products and market them towards all genders - **Personalized Beauty:** Personalization options for makeup products to meet individual skin care needs ### Industries Being Reshaped - **Beauty and Personal Care:** Opportunities for the beauty and personal care industry to introduce more products specifically tailored to men's needs - **Cosmetics:** Disruptive innovation opportunity for the cosmetics industry to expand their market by creating makeup products for men - **Health and Wellness:** Opportunities for the health and wellness industry to introduce products that cater to men's grooming and skincare needs ## Related on Trend Hunter - [Made-for-Men Makeup Lines](https://www.trendhunter.com/trends/nunorm.md) - [Comprehensive Men's Makeup Kits](https://www.trendhunter.com/trends/mens-makeup-kit.md) - [Masculine Hybrid Skincare Ranges](https://www.trendhunter.com/trends/enhanse-mens-skincare.md) - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Men-Specific Skincare Products](https://www.trendhunter.com/trends/caldera-lab1.md) - [Men-Targeted Private Label Cosmetics](https://www.trendhunter.com/trends/mens-grooming-product-range.md) - [Limited-Ingredient Skincare](https://www.trendhunter.com/trends/true-barrier-for-men.md) - [Advanced Men's Skincare Creams](https://www.trendhunter.com/trends/men-skin.md) - [Modern Men's Skincare Lines](https://www.trendhunter.com/trends/magnolia-league.md)