Tom Ford thinks consumers would be 'surprised' by the number of men who secretly wear cosmetics.
The designer made a personal appearance at department store Bergdorf Goodman in New York last week for the opening of his in-store Tom Ford Beauty Boutique, selling items from his new eponymous beauty line.
The creator revealed in a video interview with style.com that he also expects gentlemen to use products from the collection, which is also available internationally in stores such as the UK's Selfridges and Italy's La Rinascente.
Speaking about male cosmetic consumption, Ford said; "I know a lot of men with wives and kids you'd be surprised.
"I have an eye for it so I know exactly what they're doing."
Discussing some of his favorite items from his beauty line, Ford said Shade & Illuminate contouring cream helps women (or men) change the architecture of their face while looking completely natural. See an online review of the product here.
Ford's comments about male grooming follow a recent surge in men's cosmetics. While a male version of Yves Saint Laurent's Touch Eclat concealer has been available since 2008, the latest products available show males are becoming more experimental.
British brand Eylure is now selling false eyelashes for men, which have been designed for "discreet wear." They are available for sales worldwide at http://www.feelunique.com/.
American company EVOLUTIONMAN, has also recently introduced a series of nail paints and varnishes specifically for guys in masculine-sounding shades such as Pavement, Alter Ego, and Stand Out.