For my entire career, marketeers have promised that men’s makeup is about to finally explode into the mainstream, but what has actually happened is more gratifying – male cosmetics have just quietly and organically become not much of a big deal. When I recently asked my teenage sons and their friends whether they’d balk at, say, a tinted face cream to unify skin tone, blur spots and give the appearance of having left their bedrooms this millennium, they were genuinely perplexed by the passe nature of the question. They simply asked where they’d find such a thing. It got me thinking about what they could pinch from me or share with their partners, and be happy with the look. My first thought was Typology’s Tinted Serum, a light, basically foolproof skincare fluid in six shades, from pale to deep (£28.90). No need for brushes or sponges here – just smoosh on, ideally over moisturiser, for a more even and livelier-looking face. The minimalist glass packaging is elegant and gender neutral. Similarly modern looking is Glossier’s Perfecting Skin Tint (£20). Ostensibly for girls but useful for all, this is a sheer veil of colour (12 shades) that simultaneously adds ungreasy moisture. It can be stroked on easily with fingertips, however inexpert, and the squeezy bottle is practical for throwing in backpacks, gym bags or desk drawers. If a full face of even sheer colour is too much of a commitment, concealer is a good bet – in my experience, even makeup-averse men are impressed with the instant results. BareMinerals’ new Complexion Rescue Brightening Concealer is ideal (£20). It is stroked on straight from the tube, needs practically no blending, and has a matt finish that doesn’t need to be set with powder. It blurs lines, helps to de-puff and has a very mild plumping effect, but mainly it almost erases any dark circles or redness under the eyes. It’s really no harder to use than eye cream. If you’re looking for something explicitly for men, War Paint’s Tinted Moisturiser (£24) and Concealer (£20) do similar things (the teens I asked were turned off by the brand name, but what’s on the inside is really good). I suggest these basics rather than, say, foundation, not because I think there’s anything at all odd about men wearing fuller makeup, but because the three I live with take issue with its end-of-day removal process (real or imagined). But that’s a battle for another day.