Hygiene, Personal Care and indulging in superficial beauty enhancing products are very different things. Man makeup is gay no matter what way you look at it, hell even i use a scrub based facewash everyday but you wont see me putting on foundation to even my skin tone, or whitening creams to enhance my complexion.
It's getting ridiculous nowadays, guys getting their hair bonded and straightened, dark circle removers, whitening creams. The companies are targeting insecure people by promising them ridiculous ways to enhance beauty. Eventually it doesn't work.
The definition of beauty is now shelfsold products, straight hair, fake eyelashes, fake nails, padded bras, high heels, hair extensions, various makeup products. First you generalize the concept of beauty to a universal accepted medium and then the companies profit off it.
Ironically in the west the fake tanning creams and sprays sell like hot cakes, here they sell whitening creams. Be comfortable with who you are, confidence and charm are the best selling attributes not enhanced and distorted looks.