The modern man is interested in the latest technology, a hybrid bike, keeping fit, but also appreciates products to keep himself looking good with impeccably designed grooming products, such as the Primal Kit by Annemiek van der Beek.
Designed to redefine a new sense of what it means to be masculine, the Dutch Design Academy graduate, has created a make-up collection for men with raw, organic packaging.
At first glance, you might mistake the Primal Skin Care for a men’s grooming kit. But instead, the kit includes all the tools needed to keep their faces in good condition – the only difference is; with make up.
The products are presented in highly stylised packaging, as if they used to be a cave men’s grooming tools. From the black aluminium compacts and brushes to the minimalist MDF boxes, the products in the Primal Skin collection are designed to feel weightier and more attuned with male consumers’ needs.
The range includes mineral-based foundations and powders in five different shades for concealing the likes of under-eye bags and blemishes. In addition, there are also black kohl eye pencils and eyeshadows in various shades of grey.
The cosmetics are made of all-natural ingredients; such as coal, clay, and mineral stones. Perfectly applicable with these designed tools, while keeping the experience rough and sturdy.
"These days men are using more cosmetic products than before and even makeup is a more common topic," says Annemiek "For women wearing makeup is a daily ritual and for them it's much easier to use and buy it because of the big range of products. This new branding experience makes makeup accessible for the modern man."
Although its a fairly new niche, the male grooming and unisex beauty industry is a blooming market. For instance, US designers Tom Ford and Marc Jacobs both recently release cosmetics ranges for men.