An American baseball star has teamed up with a beauty and wellness company for a range of makeup for men.
Known for his professional baseball career and his relationship with actress and musician Jennifer Lopez, Alex Rodriguez has developed the brands first makeup line aimed at men.
The Hims branch of Hims and Hers will start with a blur slick – “a convenient concealer specifically designed for men that can be used for skin imperfections.
Rodriquez said, “I think you’ll be surprised how often it comes in handy.
“I wanted to create a product that solved an issue I faced every day. I realized as I was jumping from meeting to meeting, I needed something quick and easy in my routine to conceal blemishes or razor bumps.”
The concealer is made with aloe extract and jojoba seed oil and comes in eight shades.
The men makeup up market continues to grow with GQ and New York Magazine running editorials on the best products in recent times.
Brands including Mankind, Warpaint, Chanel and Tom Ford have all released their own beauty products aimed at men.
Products include bronzers, tinted moisturisers and concealers.