The 21st Century

Beauty products are now widely available from dedicated internet-only retailers,[17] who have more recently been joined online by established outlets, including the major department stores and traditional bricks and mortar beauty retailers. Like most industries, cosmetic companies resist regulation by government agencies. In the U.S., the Food and Drug Administration (FDA) does not approve or review cosmetics, although it does regulate the colors that can be used in the hair dyes. The cosmetic companies are not required to report injuries resulting from use of their products.[18] Although modern makeup has been used mainly by women traditionally, gradually an increasing number of males are using cosmetics usually associated to women to enhance their own facial features. Concealer is commonly used by cosmetic-conscious men. Cosmetics brands are releasing cosmetic products especially tailored for men, and men are using such products increasily more commonly.[19] There is some controversy over this, however, as many feel that men who wear make-up are neglecting traditional gender roles, and do not view men wearing cosmetics in a positive light. Others, however, view this as a sign of ongoing gender equality and feel that men also have rights to enhance their facial features with cosmetics if women could. A concealer or colour corrector is a type of makeup used to mask dark circles and other small blemishes visible on the skin. Concealers usually do a good job of hiding blemishes by blending the imp rfection into the surrounding skin tone. This product is mainly used by women, but use among men is increasing. Both concealer and foundation are typically used to make skin appear more uniform in color. These two types of cosmetics differ in that concealers tend to be more heavily pigmented, though they are available in a wide range of opacity. Also, foundation is usually applied to larger areas. The first commercially available concealer was Max Factor's Erace, launched in 1938. Concealer can be used alone or in conjunction with foundations. Camouflage makeup is a much heavier pigmented form of concealer. It is used to cover serious skin discolorations such as birthmarks, scars and vitiligo. An example of a modern camouflage makeup is Colortration which is a liquid cover makeup. Concealer is available in a variety of shades, from lightest to deepest. Some colors are intended to look like a natural skin tone, while others are meant to contrast with a particular type of blemish. White can be used to blur dark circles or bruising, and to brighten dull skin. Green and blue can counteract red patches on the skin, such as those caused by pimples, broken veins, or rosacea. A purple-tinted concealer can make sallow complexions look brighter. Colored concealers such as these are usually applied sparingly beneath a concealer or foundation that matches the wearer's skin tone. Skin-toned concealers are not only the most common type, but are often sufficient on their own at hiding or blurring imperfections.