A customer has make-up applied during a demonstration of men’s makeup brand Fiveism x Three products at a store in Tokyo, Japan. (Photographer: Kiyoshi Ota/Bloomberg)

Gen Z Is Blowing Open the Market for Men’s Makeup

(Bloomberg Businessweek) -- When Yota Nakamura’s girlfriend said he should spruce up his look, he went shopping. The 22-year-old university student in Osaka purchased toner, moisturizer, and a tint...

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