Don't be surprised if very soon your toiletry kit contains not only shaving cream, deodorant and toothpaste, but concealer, oil-absorbing face powder and brow gel.

That's because guys are relying on an increasing number of made-for-men products like these to put their best face forward. a more common part of the male beauty routine. Walk into mega stores like Sephora or Macy's and you'll find a variety of masculine beauty products including bronzer and face masks.

Buff And Bronzed
KENMEN, a Montreal-based cosmetics line founded in 2004 by Lee Gilbert, includes skin tints, body and face highlighter, and skin correcting sticks (otherwise known as concealer).

“My makeup artist connections and friends were looking for a product for men that didn’t scream, ‘Look, I’m wearing makeup,' as well, the line had to be High-definition compatible for the Film & TV. Industry ” she says. In the past year, she has seen a nearly 30% increase in online sales at www.kenmen.net, which also serves as an anonymous forum where men can ask about cosmetics & grooming without having to approach a salesperson at the beauty counter designated for women. Gilbert says makeup, not skin care products, account for a greater chunk of those sales.

"Men don’t want a ton of choices," she says. "What they’re really, really interested in is education and information."

That includes learning more about the beard and eyebrow corrector--filler that disguises sparse patches of hair--or learning how to apply KENMEN’s best-selling bronzer.

Polished and Powerful
OK, it does the job. But is manly makeup here to stay? Gilbert thinks so.

"In order to get that competitive edge, they have to look better," she says. "They’re going to do whatever it takes--and there are products out there that can help them achieve this.