Alex Rodriguez Launches Men’s Makeup Line

“Men wearing makeup is possibly the worst kept secret out there – we know 50 percent of men today are using a facial cosmetic product to help cover everything from razor burn to dark circles,” Hilary Coles, co-founder and vice president, merchandising, Hims & Hers told

Yahoo Life.

“And yet, when we looked at the market, most of what was out there was far below our expectations. Products with only three shades? Loud macho packaging that discreetly couldn’t fit in your pocket? We heard from men that they wanted something that seamlessly fit their lifestyle and skin, could promise to never sweat or look obvious and didn’t take an expert to apply. Whether on Zoom or in real life, we believe it’s never been more important to feel good in your skin.”

The concealer is available