Male make-up counters could become a reality within five years, the UK boss of L'Oreal has said, as it is no longer a taboo for the "selfie generation".

In an interview with the Daily Telegraph, Vismay Sharma, the cosmetics giant's UK managing director, said that demand for make-up among men was growing fast.

Speaking about the industry as a whole, he said male-targeted counters in department stores and drug stores could be a reality in "five to seven years".

According to Mr Sharma taboos are changing and make-up is becoming more accepted for men among what he describes as the "selfie generation".