Designer and director Tom Ford is extending his cosmetic collections to include something for the gents as well.
Ford and his star guests including Colin Firth and Leonard Lauder, headed to Mark's club in Mayfair, for the big reveal of the upcoming luxury skincare line.
"I've been living in London since 1997, so I've seen it all. But I do agree that the men's collections here are stronger this season than ever seen before so, yes, there may well be something to get excited about after all," he told Women's Wear Daily.
Launching in the northern autumn, Tom Ford for Men will include "nine multifunctional skin-care and grooming products, including a face cleanser, moisturizer, eye treatment, purifying mud mask, concealer and bronzing gel," WWD reported.
Ford isn't the first designer to venture in to the world of makeup for men. Earlier this year Marc Jacobs teamed with Sephora to create a range of unisex beauty loot.
At the time of the expansion, Jacobs explained to Huffington Post: "I like the transformative qualities of fashion and fashion to me is not just clothing, it's handbags, it's shoes, it's clothes, it's hair, it's makeup, it's fragrance, it's the whole ritual of making those choices, of enjoying the ritual, of making the choices that will tell the world who you want to be that day."
Meanwhile, a recent survey of 1000 men in the US and UK conducted by JWT (a marketing communications company), found that guys are feeling increasing pressure to make themselves look beautiful.
The study, entitled "The State of Men," took a peek at what products men are turning to most.
Then found that just over half of the men were using skincare products, 39 per cent were using lip balm, 33 per cent had hair removal treatments at home and 29 per cent treated themselves to manicure goodies.
* Check out Rebecca Kamm's recent thoughts on make up for men here.