Designer Annemiek van der Beek has created a set of makeup for men called Primal Skin. The makeup is designed to appeal to men who may deem traditional foundations and concealers as not manly. The makeup is all made from natural ingredients, including coal and clay, and comes in rough-looking cases so as to appeal to rugged men who may be uncomfortable flipping open a compact.
It may only be a matter of time before all men feel compelled to hide their blemishes to one degree or another. Primal Skin appeals to a segment of men who may want to cover up their imperfections but who don't do so for fear of being mocked for being girly. Primal Skin's rough look and natural ingredients help separate it from the vast majority of women's cosmetics currently on the market. Men may never buy makeup for women, but there's nothing that says they won't buy makeup made just for them.