Artist and model Matt Kuwata is mostly known as the son of Japanese legendary baseball player Masumi Kuwata, but in recent years he has attracted a lot of attention for his dramatic physical transformation. Somehow, the 24-year-old went from looking like a Japanese teenage boy, to a Caucasian, doll-like man.

Matt’s appearance has been a hot topic on Japanese social media for the last couple of years, with some people simply admiring his “foreign prince” or “anime character” looks, and others speculating that he had undergone extensive plastic surgery to achieve the shocking transformation. Even though the young man’s face has been constantly changing over the last two years, the photos he started posting on his Instagram at the beginning of last year left a lot of people in shock. He looked nothing like his former self, and frankly he didn’t even look Japanese anymore. Instead, his face resembled that of a Caucasian human doll.

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Makeup and beauty products are generally created with women in mind, but one company seems to think that there’s a niche for men’s makeup as well. Formen actually has a whole line of makeup and skincare designed to fix several issues that men often struggle with.

Formen is the brainchild of Andrew Grella, who first realized the need for men’s makeup on on the day of his high-school prom. Nobody wants to show up at the biggest party of their life with a face full of acne, but that was just what Grella was going to have to do, unless he could find a way to fix things, and fast.

“I went to my mom and she said, ‘Let me put some makeup on you,’ and I said she was crazy,” the young entrepreneur recalls. “So I left and went to Shoppers Drug Mart and Walmart, places I thought would maybe carry products aimed specifically for men that could fix my problem.” To his surprise, after checking all the aisles at these cosmetic shops, he couldn’t find a single men’s product, so he had to accept defeat, return home and let his mother use her own makeup arsenal on his face.

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