Makeup for Southeast Asian men? Social media seems ‘In2It’

The In2It Men makeup collection, at left, and a man showing off his pressed powder, at right. Photos: In2It Malaysia/Facebook
The In2It Men makeup collection, at left, and a man showing off his pressed powder, at right. Photos: In2It Malaysia/Facebook

A Southeast Asian makeup brand is enjoying a viral moment for its unconventional makeup collection – a whole line of products made especially for men.

Cosmetics for men met a lot of open minds online yesterday when thousands of people retweeted a single photograph of the In2It Men collection on sale at a Malaysian pharmacy.

“IN2IT Men. Basic makeup for men, not bad la the price,” @Hannabunnyb wrote in a tweet that went on to be positively received by men.

“Please give this to me for my birthday present,” Shahfaye wrote.

In2It, which sells cosmetics in Malaysia, Thailand, and the Philippines, describes the In2It Men collection as two eyebrow products, one lip balm, and a pressed powder product, all wrapped in bold blue packaging.

“Men should be able to wear whatever they want,” chimed in user Aizad Aslam.

When contacted by Coconuts KL via phone earlier today, a representative from In2It Malaysia said the makeup line was created specifically for men’s skin concerns but could also be used by women who wish to.

“In2It Men was launched in May during the movement control order,” brand manager Denise Chong said.

Despite the timing, they’ve been happy with the response.

“Although the time of the launch wasn’t ideal, the response has been good as we received a lot of inquiries and interest from men,” she added.

It appears that men would also like to look snatched in their Instagram photos.

Other stories to check out:

Makeup brand Nyx to close all physical, online stores in Malaysia

KL-based artist Lee Ming Hui paints real-life Instagram filters on her face

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