While in its storied history Chanel has never officially launched a menswear line (yeah, what’s with that?), the Parisian fashion house is venturing into the men’s grooming market having just announced its own brand of make-up for men.

Named Boy De Chanel after Englishman Arthur “Boy” Capel, the lover and muse of Gabrielle Chanel, the range comprises of an eyebrow pencil, a foundation and a matt lip balm and will debut in South Korea on 1st September before being rolled out globally.

“Just as Gabrielle Chanel borrowed elements from the men’s wardrobe to dress women, Chanel draws inspiration from the women’s world to write the vocabulary of a new personal aesthetic for men,” the brand said in a statement. “Lines, colours, attitudes, gestures… There is no absolutely feminine or masculine prerequisite: Style alone defines the person we wish to be.”