Sell a generic concealer in a white medical looking tube, with a narrow cap (or other thing to differentiate it from “lady stuff” and call it “Gentleman’s Under Eye Complexion reviver” add some vitamin K so we can sell it as actually fixing dark circles, and sell shades for different skin tones “as formulated for your skin tone” so it sounds like the skin care ingredients differ rather than the pigments so it doesn’t sound like makeup.
Similarly “Gentleman’s blemish remover” would be a medicated concealer for acne.
"General complexion reviver with moisturizing agents" = tinted moisturizer, with sunscreen.
"Lash enhancing gel" = Mascara (sell it with an old fashioned fan brush applicator and have it in a squeeze out tube so it can’t be confused with mascara)
"Gentleman’s Mattifying Treatent" = powder (or matte primer)
"Shine reducer" = Blotting papers or pressed powder
And so on and so fourth, you have attractive lady sales agents and products can be purchased discreetly online.
Advertise with images of men with bad dark circles, or frequent blemishes losing romantic and employment opportunities to better groomed counterparts and succeeding only when they cleverly use our products, point out that nature did make all men look like Ryan Gosling/other dudes beloved of ladies and this gives handsome guys unfair advantage, and point out that they’re under more and more scrutiny.