• Joey Amato

Give the Gift of Beauty this Holiday Season


Alpha Male Cosmetics is make-up for the modern gentleman. The full line consists of nine products, all water based so that they seamlessly blend with a man’s complexion, covering up blemishes while giving skin a clear and fresh, bright glow. Additionally, the liquid foundations, concealer pot, and liquid concealers come in 24 shades, more than any other male brand, making it easier for guys to discover their perfect shade so that no one will ever detect he is wearing anything. At $150, the Alpha Max pack makes the perfect holiday gift. It includes the Alpha Male Cosmetics BB Cream (a tinted moisturizer), Hi-Def Liquid Foundation (to hide blemishes), Liquid Concealer (eliminates dark circles), Duo Powder (keeps face from getting shiny) and the pocket-sized Concealer Pot. All products are sold separately as well.


Alpha Male Cosmetics addresses conditions that are unique to men’s tougher skin, often damaged from harsh soaps, shaving and the sun. “Applying a blade to the face leaves many men with razor bumps, ingrown hairs and dark spots,” founder Anttoni Lopez explains. “Our collection of foundations, primer, liquid concealers, BB Creams and setting sprays help to correct these conditions while also covering them up. We enhance a guy’s handsome without taking away his masculinity.”


Anttoni Lopez grew up in the Bronx, New York, the oldest of seven children. “I was born to be the leader,” he laughs. Nothing from his childhood hinted at a career in makeup. When he was 27, working at Macys, he was hired by a cosmetic brand to apply make-up to shoppers. He had never done it before but quickly discovered that he was a natural. “I found that I really enjoyed enhancing people’s faces with the wave of a brush,” he says.


Since launching Alpha Male Cosmetics five years ago, the men’s beauty market has changed dramatically. “Five years ago, the morning grooming routine for most men was shampoo, shave and maybe a bit of hair gel.” These days, guys are taking better care of themselves. “They want to feel and look good. It has become a trend that is only getting bigger.”


Anttoni plans to launch Alpha Male Cosmetics into stores by next year. He is also working with fashion designers to get the product on their male models and with Hollywood studios to get the product on the faces of movie and tv actors.


Alpha Male Cosmetics are available at http://alphamalecosmetics.com. Follow on Instagram and Facebook @ alphamalecosmetics.