Design Academy Eindhoven graduate Annemiek van der Beek has designed a collection of makeup that's packaged to appeal to men (+ slideshow).
Called Primal Skin, Annemiek van der Beek's collection is designed to camouflage small imperfections in the complexion and accentuate the eyes.
"These days men are using more cosmetic products than before and even makeup is a more common topic," the designer told Dezeen. "For women wearing makeup is a daily ritual and for them it's much easier to use and buy it because of the big range of products. This new branding experience makes makeup accessible for the modern man."
The set includes foundation in five colours, powder in five colours, eye pencil in stone black or coal black and eyeshadow in three shades of grey.
The cosmetics are made up of natural ingredients such as coal, clay and mineral stones, and must be applied with specially designed tools that van der Beek says give the experience "a rough and sturdy touch."
Compacts and brushes are made of black anodised aluminium. "I chose aluminium because the weight and the temperature of the material feels more manly to hold," she explained.
They come packaged in minimal boxes with rounded corners, made of black-pigmented MDF that van der Beek chose "because it looks like stone, but it is very lightweight."
"Makeup products are always focused on the female user, but I think a guy wants to experience makeup in a different way," she added.