Skin blemishes, redness, dark circles. If you want to look fresh and fit, you can’t use this. The annoying beauty problems that not only affect women but also men can be quickly concealed if the right product is at hand. The new start-up maleup from Düsseldorf now makes this possible for men. With innovative, vegan and stylish men’s cosmetics, the brand’s founders, Esad Alper and Joel Selzener, made a statement against toxic masculinity and did away with typical role clichés. Esad Alper explains: “Men are often insecure when it comes to talking about their beauty needs. Makeup is still a taboo topic for many people. We will change that.” With maleup, the young founders encourage men to overcome their prejudices and be open about their expectations and demands for their own appearance.
As the first make-up product for men, maleup has launched a concealer that combines two concealer cream colors in a handy little fold-out container that even fits in your jeans pocket. The creamy texture can be easily spread over the skin with your finger, is quickly absorbed and leaves a natural finish without weighing the skin down or looking like a mask or made-up. Ingredients such as castor oil, vegetable oil and peat extract hydrate and soothe the skin. Dark circles, redness and impurities can be easily, effectively and discreetly concealed in no time. Maleup does not use microplastics, mineral oil extracts, parabens, silicones and synthetic fragrances. This also makes the concealer a must-have for sensitive men’s skin.
