They're all at it. The likes of Russell Brand and Alex Zane are already fans of man make-up and now the boys of Big Brother are falling prey to its charms - as latest evictee Stuart came out of the house wearing guyliner.
And now they can all go one step further with the announcement that Eylure is launching Natural Lashes For Men, £5.45, "to give a natural, fuller look to a sparse lash line".
The lashes have been designed to be discreet, with a clear band that is virtually invisible against the lid. They’ll be available from September from Harrods and www.amazon.com