The Rise of Men’s Makeup: A New Grooming Frontier
In recent years, men’s makeup has undergone a significant transformation. What once started as a taboo for many is now viewed as a valuable tool for enhancing appearance. From subtle concealers to tinted moisturizers, men like 24-year-old advertising agent Daniel Rankin have embraced makeup as a means to combat tiredness and elevate their grooming game.
Market experts indicate that the men’s beauty sector represents one of the most promising growth opportunities in the cosmetics industry. Retailers such as Sephora and Ulta Beauty, along with major retailers like Target and Walmart, are eager to capitalize on this evolving trend.
According to NielsenIQ, sales in the men’s grooming market in the U.S. surpassed $7.1 billion in 2025, marking a 6.9% increase from the previous year. Globally, the market is expected to grow from $61.6 billion in 2024 to over $85 billion by 2032, driven primarily by advancements in skincare products.
Gen Z Leads the Charge
A significant part of this growth can be attributed to Gen Z. Recent data reveals that 68% of Gen Z men aged 18 to 27 used facial skincare products in 2024, a substantial rise from 42% just two years prior. CEO of Sukoshi, Linda Dang, notes that men are now actively developing grooming routines that begin with skincare and naturally extend into makeup.
The Makeup Trend: Repeat Customers
Unlike occasional grooming purchases, makeup promotes a cycle of repeat usage and experimentation. Many men who start with basic products, like concealers, often find themselves exploring more sophisticated items over time. As noted by Farah Jemai from beauty brand Unleashia, once men discover effective makeup, they tend to become loyal customers.
Retail Adaptations for Men’s Beauty
In response to the increasing acceptance of men’s beauty products, brands are adapting their marketing strategies. Retailers are integrating men’s products into inclusive displays, making them less intimidating. Target’s recent collaboration to launch the TONE brand highlights the trend of creating engaging spaces for male consumers to explore skincare and cosmetics.
The Cultural Shift Towards Acceptance
While men have used makeup for centuries, the current wave began to gain traction around the mid-2010s. The appointment of James Charles as CoverGirl’s first male ambassador marked a pivotal moment in male grooming. With changing cultural norms and the rise of social media platforms like TikTok, average men are now sharing their grooming routines more than ever.
The Future: Gender and Beauty
As the market evolves, a debate emerges over whether men desire products specifically marketed to them or simply quality makeup. Some brands focus on tailoring products for men’s unique skin types, while others cater to a more gender-neutral audience. Moving forward, industry experts predict that the distinction between “men’s makeup” and just “makeup” may fade, reflecting a broader cultural shift towards inclusivity in beauty.
In conclusion, men’s makeup is not just a passing trend; it signifies a fundamental culture shift in how grooming is perceived. As acceptance grows and the market matures, we can expect further innovations that cater to a diverse audience, making cosmetics more accessible than ever.
