The last thing Ben Coler expected while designing one of the first male cosmetic lines was that his primary clientele would be straight, conservative men. In fact, his inbox constantly overflows with e-mails that read, “I am not gay, but I love your product.”

About 10 years ago, cosmetic lines like Nickel and Zirh began developing skin care and toiletry products for men. Since then, other companies such as 4VOO, Studio5ive and Jean Paul Gaultier have joined the quest to help men look their spiffiest, even creating cosmetics to hide any “imperfections.”

Just don’t call it makeup. One difference between men’s and women’s cosmetics is language. Powder is referred to as shine reducer; concealer is called corrector; foundation is known as tint; mascara for men is styling glaze or lash gel; lip gloss has become lip serum; and lip stick is lip balm.

Packaging tends to be more masculine, with darker colors and not as many plastic tubes. Some companies even use their packaging to disguise the product. 4VOO has created a maximizing lip serum and moisturizing lip protector that looks just like a ballpoint pen.
No, it’s not a “gay thing.” Self-proclaimed macho men are just as fast to jump on the bandwagon or into the makeover chair as the cast of “Queer Eye for the Straight Guy.”

“The group of straight men ready to use cosmetics is huge," says Ben Coler, creator of the Studio5ive line of men’s skin care and cosmetics. "We studied the demographics of the zip codes the orders were being placed from and realized a lot of conservative, straight men were buying the products. We constantly get e-mails from wives and girlfriends who are buying for their other half.”

Business has dramatically changed since he started in 2000. “Before, all the orders came in late at night, around one or two in the morning, when people had their personal time,” Coler says. Men are more concerned with their appearance because “women got tired of men looking like slobs all the time.”

Raymond Attipa, owner of egentlemen.com, started his online skincare and cosmetics store four years ago. “I wanted to concentrate on the group of men who cared about how they looked," he says. "It was before the whole metrosexual thing became popular. My idea was more European. They call it 'gentlemen.'"

He says business has doubled since he first opened his store. “Some people say men are getting more and more in touch with their feminine sides. I don’t think that. They are just getting more class,” Attipa says.

Troy Sandusky, 34, uses Beauticontrol brand moisturizer and cleanser daily. He says he would consider using other men’s cosmetic products. “I want to look good for myself, not anyone else. Caring more about hygiene just comes with aging. Getting older forces you to take better care of yourself."

Marek Hewryk, chemist and creator of 4VOO, says everyone wants to have something that makes them feel good and look good as well. He launched his line in 2003. He recalls a friend who bought his products for her boyfriend. “She ended up upset with me because he was getting all the compliments instead of her. She said, ‘what about me?'”