Youngblood Mineral Cosmetics are breaking ground in the mainstream cosmetic industry with a new dedicated customer, man. This was highlighted when the brand was nominated to be the official makeup for James Cameron’s Spring Summer 08/09 at Rosemont Australian Fashion Week.

While it was once taboo for men to use beauty products, over the past decade a change has been taking place. It seems it wasn’t that long ago that the typical Australian man wouldn’t dream of using anything but shampoo on his hair.

Today it is not unusual to know a man who uses a myriad of skin care creams, hair dye, multiple hair products, even hair straighteners. No longer do they feel that looking good and taking care of themselves is the exclusive domain of the woman.

So it’s not surprising to find that men are increasingly purchasing makeup to help mask facial blemishes, skin conditions and the inevitable deterioration that comes with aging.

It also came to no surprise to Youngblood Australia owner Matt Williams when men began to purchase Youngblood’s Loose Mineral Foundation.

I think men are realising they can be more attractive to women when their skin appears healthy and younger. Even my 60-year-old father wears it -“ in fact he will not leave his house without it, he said.

Youngblood’s loose mineral foundation contains only natural ingredients and is easy to apply, making it the makeup of choice for many men. It’s made from natural pigments that are high-performance, water-resistant and non-comedogenic.

Working with Youngblood Mineral Cosmetics for RAFW couldn’t have been easier, designer James Cameron says.

I didn’t want the guys to look like they were wearing any makeup at all. They needed to appear young and healthy. Considering that our product is menswear, we were after a simple, even look for our guys.

“The fact that it is all-natural and looks that way allowed us to achieve the sensibility that I am after in a show. I don’t believe anything else would have worked as well.


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