When the esteemed house of Chanel announced in 2018 that it would be launching the brand’s first-ever make-up range for men, anticipation ran high. While men have been using make-up since the time of Alexander the Great, the idea only became mainstream with the rise of K-pop and the many South Korean boy bands.

Announcing that beauty is not a matter of gender, but style, representatives of Chanel stated that the new range allows men to have the necessary tools for feeling better about themselves, “Men should be free to use make-up products to correct their appearance, without calling into question their masculinity.”

Like the inimitable Coco Chanel and everything that she stood for—challenging the status quo and so-called societal norms—the French house blazed the beauty game trail with the launch of Boy De Chanel. The products, furnished in a stylish navy blue packaging, is instantly recognisable. Now, after almost a year on Malaysian shelves, BAZAAR presents three strong arguments as to why the range represents the grooming essentials for the modern man.