NuNorm made its debut on Thursday introducing a groundbreaking makeup line specifically formulated for men’s skin.

Founded by Jeff Lau, NuNorm launches with five products strategically designed for the modern man’s daily routine, aiming to break the stigma and empower men to embrace their authenticity while caring for their skin.

NuNorm products are specially formulated to address common skin issues experienced by men, including large pores, excessively dry or oily skin, patchy facial hair, redness, and acne. With an emphasis on simplicity and versatility, NuNorm’s easy-to-use products offer natural, undetectable enhancement and boast an inclusive and diverse shade range to accommodate various skin tones.

“Regardless of gender, we want to change the outdated perception that is exclusively for women and help men feel empowered with high-quality makeup products catered to them,” explained Lau.

The core collection introduces the Shine Eraser ($30), an invisible blotting powder infused with Olive Oil and Hyaluronic Acid, designed to absorb excess oil and sweat, reduce shine, and mattify the complexion. The Quick Cover Stick ($40) is a dual-ended foundation and concealing stick with a soft bristle brush for easy blending, available in 17 diverse shades.

For a smooth, natural, matte finish without greasiness, NuNorm offers the Tinted Hydrator ($40), a water-gel formula with ten flexible shades packed with skincare ingredients like Betaine, Niacinamide, and Squalane. The Brow Rescue ($24) is a dual-ended brow pencil for defining and filling brows and patchy facial hair, available in eight shades, including gray.

Completing the collection is the Okuni Brush ($14), a densely packed, super-soft, 100% vegan brush, that ensures mess-free application with liquid, cream, or powder formulas.

All NuNorm products are cruelty-free, gluten-free, paraben-free, and vegan, aligning with the brand’s commitment to ethical and sustainable beauty practices.

Available at Nunorm.com, the direct-to-consumer cosmetics line has implemented an AI-powered shade matching tool on its e-commerce platform, making the selection process accessible and seamless for consumers.