Over the past few years, a number of gender-neutral makeup brands have been launched, alongside several makeup lines specifically targeted towards men—now, The Y Code is emerging as a brand and product concept by the Sheridan&Co design agency that aims to "repurpose male cosmetics for the 'everyday man.'"
While cosmetics for women are often centered around beautification, The Y Code emphasizes subtle enhancement, correction and refinement for complementing—rather than masking—one's features. The products are contained in elegant dark packaging and simply branded with names like Balm Rescue and Tan Gel.
As Sheridan&Co describes, "the market that The Y Code is targeting is an interesting one—these men are youthful enough to not yet be set in their ways; they are open to experimentation, have a decent disposable income, may already have a well-stocked cabinet of grooming goods and have perhaps dabbled with cosmetics in some way."
Youthful Male-Targeted Cosmetics
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