By Katie Morley in London
Men's makeup counters could be a reality within five years, the British boss of L'Oreal says, as it is no longer a taboo for the "selfie generation".
Vismay Sharma, the cosmetics giant's UK managing director, said demand for makeup was growing fast among men.
He said male-targeted counters in department stores and chemists could be a reality in "five to seven years".
According to Sharma, taboos are changing and makeup is becoming more accepted for men among what he describes as the "selfie generation".