72 November 2016
|
beautystorebusiness.com
Product Of The Month*
For the Guys
Specializing in professional makeup for men,
House of Formen offers guys the discreet coverage
they need for perfect skin.
by Ann H. Carlson
BLEMISHES AND EXCESS SHINE DON'T
pick a gender. Enter House of Formen, a line of
makeup just for men. Launched in 2010 by then
19-year-old Andrew Grella, the New York-based
professional cosmetics line offers guys the
products and simple techniques they need to
conceal imperfections and enhance the look of
their skin. The easy-to-apply products and helpful
online video guides provide a low-key entry point
for male makeup newbies, which is why House of
Formen caught our eye in July at Cosmoprof North
America, the beauty industry's leading tradeshow.
The line's Brightening CC Cream took home the
show's 2016 Trendsetting Award.
1
Under Eye Concealer + Pro Palette
This compact trio contains everything he
requires to conceal male under-eye bags. With
an easy application, any man can discreetly hide
the telltale signs of a late night. Suggested
retail price: $30
2
Formen Brightening CC Cream
This versatile color-corrective cream covers
all the bases for men who want an all-in-one
product. The SPF 20 cream moisturizes, lightens,
brightens, corrects and protects for even tone
and fresh, hydrated skin. The cream acts as a
primer, too. SRP: $32
3
Formen Concealer
This male concealer is designed to cloak imper-
fections, such as adult acne, dark circles, age
spots or large pores. With three colors housed
in one solid product, users can blend away to
find their perfect match. SRP: $28
■
Ann H. Carlson is a Los Angeles-based writer
and editor.
*Featured products have never appeared in the pages of
Beauty Store Business nor online at beautystorebusiness.com.
Photography
by
Armando
Sanchez
Get Connected!
@houseofformen @houseofformen
facebook.com/houseofformen
formenmakeup.com
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