Hong Kong, July 6 -- If you've been scrolling through Instagram or YouTube lately, hunting for some good men's grooming content, chances are you might have chanced upon a dozen tutorial videos talking about makeup for men. Seemingly, in the men's grooming content space, tutorials have evolved from 'how to gel your hair right', or 'what's the right trouser length' to things like 'how to contour or enhance your jawline', 'how to use concealer' or even tips on 'how to shape your eyebrows'. Makeup for Indian men, you ask?

Make no mistake, Indian men are rapidly jumping onto this trend, shedding all inhibitions and embracing something that was, till a couple of years ago, considered too effeminate or even taboo. The fact of the matter is, mak...