What Alex Rodriguez's new beauty line says about the rise of men's makeup

Former baseball pro Alex Rodriguez is not your typical makeup customer. Straight, Gen X and traditionally masculine, he's perhaps one of the last celebrities you would expect to launch a beauty product. And yet, last week, he did just that.

ARod unveiled his new "Blur Stick" concealer, described in a press release as a "skincare solution developed specifically for men." Available in eight different shades and packed into gray Chapstick- sized tubes, the product is also modeled by the star. In a series of muted promotional photos, a plainly dressed ARod looks into a mirror as he applies concealer to his cheeks in a nondescript room. In contrast to the usual fanfare of celebrity beauty launches, the campaign feels almost deliberately ordinary.

It gives the impression that applying makeup is a simple, unremarkable part of the star's daily routine. And for a growing number of men, it is.

Covid-19 lockdowns have presented men with an "opportunity to experiment more than usual with self- care" -- all in the comfort of their own home. Face masks and tools such as face scrubs surged in popularity throughout this period.

In Asia, the male makeup sector has been growing for some time.

The future of makeup could be increasingly unisex. Earlier this year, research firm NPD Group reportedly found that almost 40% of adults aged between 18 and 22 showed interest in gender-neutral beauty products.