Men are becoming ever more conscious around looks and personal appearance in the world, and plenty of them started with a swipe of "beyond the razor" mens mascara. It makes sense: Mascara is, after all, one of the most user-friendly beauty products. It requires no real expertise, and you don’t have to own any supplemental products to make it work (unlike something like foundation, which goes better with a primer.) It can be incorporated into any make up, face care regime in seconds.