8:32am Thursday 30th October 2008
By Owen McAteer
TWO friends have built the foundation for success after seeing instant demand for male make-up.
Barnard Castle-based online retailer astonmitchell has had orders from as far afield as Argentina since launching the make-up for men company earlier this year.
Marketing director Claire Mitchell, who started the business with long-time friend Kate Jones, said that despite the unusual premise, there was a genuine market for the products.
She said: “We are selling foundations and getting a lot of questions from guys who may have skin problems or little scars, there is a market from people who may want to sort those sort of things out.
“But we are also getting people buying mascara or eyebrow products, so they are obviously wanting to use it.
“We get people of all ages. It is a real mix, all over the country, Europe and the world, as we have had orders from Argentina.
“Whether it’s a dab of concealer to hide a spot or a shaving nick, some fake tan or even a dusting of face powder, lots of men borrow cosmetics from their girlfriend or wife – although I’m not sure how many would admit to it.”
Ms Mitchell, from Darlington, said attitudes to male grooming had changed.
She said: “Guys now use facial scrubs and moisturiser.
The website is getting lots and lots of hits.”
And the 38-year-old marketing manager, who started the business as a sideline after giving birth to daughter Chloe six months ago, said it had never been planned as a cottage industry.
She said: “We had big ideas.
We knew that guys must need stuff and the world’s a big place. If we could get some of the market then that is brilliant.
It is a bit of a challenge.”
Among products being sold are those created specifically for men by celebrity make-up artist Michele Probst, who is responsible for making up US presidential candidate Barack Obama, singer Kid Rock and actor Martin Sheen before television appearances.
The formulations are different from women’s because they suit men’s naturally oilier skin. The product ranges include fake tans, eye makeup, face powders, foundations and tinted lipbalms.
The company is also developing its own men’s make up range, which will be launched next spring.
Ms Mitchell admitted a lot of research had taken place before the company was launched.
She said: “It has taken off really well, we did a few months of trials and it is flying out.
“It is getting very, very busy so I think it is going to lead to us taking staff on quite soon.”
The company also wants to find a man to model the products on its website.
For further details on the modelling competition or products, visit astonmitchell.co.uk
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