While fashion writer David Yi was still working at Mashable, a thought occurred to him: Surely, there were other men out there — men like his coworkers who didn’t work in the fashion space — who were interested in beauty beyond the standard-issue “beard oil” grooming stories being promoted by mainstream men’s publications.
“I was at lunch one day with one guy and I was like, ‘Let me ask you a question, would you ever use concealer?’ and he’s like, ‘Oh David, I’m using it now!'” Yi recalls with a laugh. “He was like, ‘Honestly, I don’t need my boss knowing that I got all kinds of ratchet at 4 A.M., so I need to have an under eye concealer so he doesn’t know I went out last night.'”