According to Sharma, the growing demand for male targeted make-up has such a growth level that the counters will fast become a reality thanks to the ‘selfie generation’ abolishing previous taboos amongst male consumers using beauty products.
Speaking to the paper, Sharma said, “Today you have a very small proportion of men who want to use make up products but that proportion is growing and it will continue to grow. I think its just awareness - two things are happening, men know they can use make up, and they know what it does when you use it.
"The second thing is that the taboos are going, so between my generation and my son's generation the taboos are very different.
"Is the trend going to go towards bold colours or more subtle? I don't know. But what I do know is we are listening very carefully to consumers and what they want."
The statement comes following the launch of a male-focused beauty range MMUK. The range includes a concealer, beard and brow filler and mascara and was said to be launched to place make-up ‘on the radar of thousands of guys out there who simply want to look their best everyday,” according to Co-founder Alex Dalley.