In the spirit of “everything old is new again,” men’s makeup is really just making its rightful comeback. While once outside the norm for males to camouflage dark circles or groom their brows, attitudes have changed in recent years with the surge of masculine grooming and makeup products.

According to IMARC, a market research company, the global male grooming products market reached a value of $57.7 billion in 2017 and is expected to hit $78.6 billion by 2023. Contributing factors include increasing consciousness among male consumers about personal wellness and appearance; changing attitudes toward traditional masculinity; and the rising influence of ecommerce and social media.

Move Over, Adam Ant

Researchers in Spain unearthed proof that Neanderthal men may have been the first to wear makeup 50,000 years ago. The trend continued throughout history—from ancient Egyptian kohl eyeliner to the white powder faces of 18^th century France to Japanese Kabuki.

We’ve witnessed glam rock and guy liner and actors who wear makeup off set. Cosmetic companies have embraced gender-neutral appeal via male beauty vloggers, such as Cover Girl ambassador James Charles and Maybelline’s Manny Gutierrez. Even politicians and TV personalities pat on powder to even (smooth?) out skin tone and avoid shine.

Actor Jon Hamm, in a Glamour Magazine interview about getting red-carpet ready, commented, “It’s funny when guys don’t like to talk about makeup. I’m like, ‘You know you’re wearing makeup, right? We all are.’” And if you want to see Chris Pratt “dance his face pretty” with a makeup sponge, then check out his Instagram.

Go Shopping

Menaji was one of the first to specialize in corrective cosmetics and skin care for men. Its CAMO concealer ($29) has become a cult item. Most handy are special travel sets including a “camera-ready kit” and an “acne kit.”

Tom Ford was the first celebrity designer to create a male makeup line in 2013, with a collection of more than 30 products. Top picks include concealer ($42), brow definer ($47) and bronzing gel ($49) for a touch of color.

Canadian company Formen has formulated a unique line with a BB (beauty or blemish) cream, two concealers and blotting powder, with a full kit for under $100.

Most recently, Chanel made headlines with the launch of its first makeup line for men, Boy de Chanel. As reported by Women’s Wear Daily, the three-product collection consists of tinted foundation and an eyebrow pencil (both in four colors), and a matte moisturizing balm. It is currently sold in South Korea but will be available on the Chanel website in November and in boutiques January 2019.

Male celebs are also developing personal brands in the grooming arena. Rob Lowe premiered Profile, his line of “high performance,” toxic-free grooming products in 2015. With a price point of $23.50 to $89.50, it might be worth a shot to catch a bit of his luster. Another forever-young celebrity, Ryan Seacrest, teamed with Beverly Hills dermatologist Harold Lancer to create Polished by Dr Lancer. The best bet is the starter kit for $48. Earlier this year, David Beckham launched House 99, a global grooming line with L’Oreal, that has a 50 SPF essential “tattoo” moisturizer. It’s available at Ulta Beauty.

Wondering where to start? Check out natural looking makeup tips in this tutorial from cosmetic guru Charlotte Tilbury—and if mastering techniques takes time, there is always Face Tune to enhance a photo for that perfect shot.