Chanel is expanding its make-up for men collection, “Boy de Chanel,” with new products including nail polish, eyeliner, and concealer.

Launched in 2018, Boy de Chanel – a nod to founder Gabrielle Chanel’s muse and lover, Boy Capel – began as a three-piece range with a tinted fluid, eyebrow pencil, and moisturising lip balm. Building on this Chanel are introducing to the collection a gel moisturizer that doubles as an after-shave cream; a correcting and perfecting concealer in just three shades 20 Light, 30 Medium Light and 40 Medium; a Multi-Effect Eye Pencil that works both as eyeliner and eyeshadow; and matte nail polish is available in two neutral shades, beige “Natural” and obsidian “Black.”

Chanel, alongside Tom Ford and brands including War Paint, Recipe For Men, Benny Hancock, and Shakeup Cosmetics, are part of an emerging trend of cosmetics collections catering to men. In 2016, 15 per cent of UK men under the age of 45 bought make-up, according to a 2018 report by The Future Laboratory. By 2020, the same report predicts that the male beauty and grooming market is set to be worth more than £47bn ($60bn, €53bn).

In January of this year, John Lewis became the first high street store with a make-up counter dedicated to male make-up as part of a four-week pop-up with Warpaint, while in June America’s largest drugstore chain CVS introduced male make-up brand Stryx to 2,000 of its stores.

As Chanel put it in a statement attached to its Boy de Chanel launch: “Beauty is not a matter of gender, it is a matter of style.”