A British based men’s make-up line is in line to scoop a national entrepreneurial award in recognition of their vision for creating a makeup line specifically designed with men in mind.
Based in Newcastle upon Tyne, Sons of Adonis is a luxury colour cosmetics company for men. The start-up has been shortlisted in the Fashion & Beauty entrepreneur category in the regional finals of the Great British Entrepreneur awards on 23rd September 2020 for helping to break stereotypes, and allowing men to feel more confident by using colour cosmetics.
Make-up for men is a recently booming market with an estimated one in twenty British men wearing makeup according to a YouGov omnibus survey.
The company founder, Shakti Sood, started Sons of Adonis after a personal confidence struggle caused by a severe unknown allergic reaction that affected the area under the eyes. A luxury concealer for men, manufactured in the UK, is planned for released early 2021.
Shakti Sood said about making the final: “I am absolutely thrilled and incredibly proud to have been recognised at such a prestigious event. This award acknowledges the vision that makeup does not have to be gender specific.”
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