Hourglass Cosmetics Is Launching Men's Services (Exclusive)

Hourglass Cosmetics - H 2016
Courtesy of Hourglass Cosmetics

Because guys need strobing in their life, too.

Just like female beauty customers, guys are getting savvy when it comes to their grooming products. But whereas men might have secretly stashed Tom Ford for Men in their medicine cabinets just a few years ago, now they seem to be coming out to the beauty counter — literally.

“I have been making products for male friends for years that I never brought to market,” says Carisa Janes, founder and CEO of Hourglass Cosmetics, which has a particularly cultish following for its Ambient Lighting highlighter palettes ($38). “We would make small batches and they loved it.”

But then Janes started seeing more men stopping by Hourglass’ Abbot Kinney flagship in Venice, Calif., first for the line’s Equilibrium skincare products, but also more recently for the Ambient Light Correcting Primer (you know, for all those selfie moments). To satisfy its growing male following and the surge of post-Mad Men celebrity groomers, Hourglass is launching a men’s service called H x Hourglass on May 15. It’s to help “demystify complexion options for men,” Janes explains. There also will be brow support and consultation for those with unruly arches.

Hollywood's men have embraced the emerging skincare market as well. Rob Lowe's Profile 4 Men skincare line launched at Nordstrom last fall, while David Beckham just revealed his very own collection with Biotherm Homme slated for 2017. Ryan Seacrest, too, has a collaboration in the works with Dr. Harold Lancer, which is due out later this year.

Vanessa Eckels, a makeup artist at the Abbot Kinney store, says she already helps men address their dry and oily complexion issues, but Hourglass’ Immaculate liquid-to-powder foundation “has been a hit.” There’s been a particular increase in demand for complexion refining and blurring products. “They like the fact that Immaculate looks natural, but controls oil,” she adds. “It’s quick and easy to show them how to apply — so they’re usually in and out of the store in minutes.”

For those still leery of lingering at a ladies cosmetics store, Hourglass also will be testing private evenings just for the guys, which will include music and a full bar. Call it beer, brows and bros night.

H x Hourglass Services start May 15 at 1351 Abbot Kinney Blvd., Venice, CA 90291, (310) 392-3409