Men are slowly but surely realizing that proper skincare isn’t just something for the fairer sex. Hourglass Cosmetics, which began in New York in 2004, is doing their part to coax men into the world of beauty products. Carisa Janes, the CEO and founder of Hourglass, says she has been making products specifically for male friends for years now, though none of these personalized items made it to market. Janes also noticed that men were drawn to a handful of Hourglass products that were not specifically marketed for them, including the Equilibrium line and the Ambient Light Correcting Primer.

Like any good entrepreneur, Janes is taking advantage of the opportunity to expand her company and delve into new areas. Beginning May 15, Hourglass will be launching services for men at their flagship store in Venice, California. The service will be called “H x Hourglass” and its goal is to “demystify complexion options for men,” according to Janes. To welcome in the more timid guys, the company will be testing out private evenings just for their male clientele, which will include music and a full bar.

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