‘The taboo around Men using Cosmetics still exists’

Waterford firm Mohecan hopes to change this with corrective cosmetics for men


A glance around any department store or airport duty free quickly reveals that while there are plenty of male skincare products on the market, there is little available for men in the way of corrective cosmetics. Girls and women can reach for the concealer if a dreaded spot appears, but teenage boys and young men just have to grin and bear the breakout.

Marc Power experienced the distress of acne first hand as a teenager, and when his friend Charlotte Matabaro asked him what his dream job would be, he said creating undetectable cosmetics for men. Two years on and Power and Matabaro have just launched Mohecan, a range of men’s grooming products comprising a tinted moisturiser, concealer, eyebrow gel and anti-shine powder.

“Our products will be bought by men with skin problems such as acne, rosacea and scarring or those who simply want to improve their appearance by taking their grooming routine to the next level,” Matabaro says. “We feel we are coming to the market at the right time as there is more awareness of men’s grooming. However, the taboo around men using cosmetics still exists. Mohecan aims to break down this barrier by offering our products in the male section of pharmacies and department stores.”

Power comes from an IT background, while Matabaro’s experience is in sales and recruitment. Their business is based in Waterford and has been self-funded to the tune of €50,000 so far. Their products are being made in small batches in Europe, and the founders are now looking for investment to begin full-scale production and retail distribution. For now the range is only available online.

“We believe we are the only company in Ireland formulating cosmetics specifically for men,” Matabaro says. “Many of the products available on the market outside of Ireland are either high-end or rebranded female products. Our products are affordable and made specifically for male skin. From our market research, we know that men usually ‘borrow’ make-up products from their female relatives because they don’t want to stand in the female section of shops. Men can buy our products online without feeling self-conscious and they are delivered in plain packaging.”

Waterford firm Mohecan hopes to change this with corrective cosmetics for men

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