Chanel is launching a makeup line for men. While men wearing makeup is not considered a novelty (just watch YouTube’s Patrick Starr or James Charles), makeup designed with men in mind is still a new concept in the beauty world.

Tom Ford and Clinique have dabbled in releasing makeup products for men, but now Chanel have announced that they are releasing a new line of products for 2019 called Boy de Chanel.

The makeup line includes a tinted, sheer foundation, brow pencils and matte lip balm.

In a statement to WWD, the company said: “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. Lines, colors, attitudes, gestures….There is no absolutely feminine or masculine prerequisite: Style alone defines the person we wish to be.”

The tinted foundation has an SPF 25 and comes in four shades. The line also included Boy de Chanel eyebrow pencils, also available in four shades. And the final product is a moisturising lip balm with a matte finish.

The Boy de Chanel makeup line will first launch in South Korea on September 1, according to WWD. It will then roll-out internationally to Chanel.com and in Chanel boutiques between November and January.

“By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style,” the company said.