While it's true that most men have oilier, thicker skin with larger pores than most women, I still don't think the "men" label is anything more than a marketing trick. The products aren't developed exclusively for men: they're developed for a skin type that is most commonly found in men. But then I know many women who have skin that resembles a "men's" skin, and also many guys who have super soft, supple skin with small pores and no textural issues. Aging and collagen production is where the real difference happens, I think. So the lines are blurred, and most skincare products out there are unisex anyway - we all use the same moisturizers, the same SPFs, the same concealers.
Bottom line, let's say the foundation is purposefully developed to work for a regular guy's skin texture. What about a lip balm, an eyebrow pencil and a brush - how do they differ from women's ones except that they're from a "men's" line?