First, there was Conan O'Brien's (very creepy) stint as a Mary Kay salesgirl. Now comes an article out of GQ where a father of three tested out a new cosmetics line aimed at men. Yup, that's right, more and more makeup brands are trying to target male consumers. But is it working?

According to writer Drew Magary, who tested makeup from Tom Ford, Evolution Man, Clinique and Jane Iredale, well, man makeup is not so bad. Plus, it makes him appreciate that much more the beauty routine his wife goes through every day.

"I've been using this makeup for a few days, and already I have a much greater appreciation for what women do every day just to make themselves look 'presentable,'" writes Magary.

Though it is really, really expensive. So Magary finds it's hard to justify sticking to a routine after his free samples run out. Still, he does enjoy the compliments he gets when he slathers on the bronzer. "I throw on the bronzer, and I look in the mirror once more at Pretty Drew. There is no doubt. I look better. I look cleaner and healthier. Why, I had no idea I was so beautiful."

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Will makeup for men catch on? Magary's not so sure, though he does admit he enjoys it. "Of course I like it. That's the problem. The fear of liking makeup is probably what keeps many men from ever trying it." [GQ]