Greg Bruce embeds with Big Beauty to report from the front line of the male makeup boom.

On Monday I came home wearing concealer and tinted moisturiser and my wife didn't notice. On Tuesday I came home wearing full-face foundation, eyebrow pencil and lip conditioner and she didn't notice. On Wednesday I came home wearing mascara and on Thursday I came home wearing lipstick. On neither day did she notice. On Friday, I came home wearing eyeshadow, mascara, eyeliner and something called tightliner, some of which I'd applied myself.

"Oh my God!" she said, as soon as I walked in

Friday

Friday