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LOS ANGELES, CA - MARCH 24: A general view of atmosphere at Jaime King x ColourPop Launch #ALCHEMY at Chateau Marmont on March 24, 2016 in Los Angeles, California. (Photo by Charley Gallay/Getty Images for ColourPop)

The International Business Times says male makeup counters could soon start popping up in department stores.

L’Oreal manager Vismay Sharma is quoted by the paper as saying; “There could be counters in department stores aimed at men in the next five to seven years. 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 it’s 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.”

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