What's Happening?
The men's makeup market is experiencing significant growth, driven largely by Gen Z and social media platforms like TikTok and Instagram. Retailers such as Sephora and Ulta Beauty are capitalizing on this trend by integrating men's complexion products into gender-neutral displays, moving away from traditional 'Men's' aisles. This shift aims to reduce the stigma and intimidation some men feel when purchasing cosmetics. The market for men's grooming in the U.S. reached $7.1 billion in 2025, with a global market projection to surpass $85 billion by 2032. The increase in men's makeup usage is attributed to a broader cultural acceptance and the influence of social media, where male creators share makeup routines and product reviews. Retailers are also
leveraging influencer partnerships to boost engagement and sales online.
Why It's Important?
The expansion of the men's makeup market represents a lucrative opportunity for the beauty industry, with potential for double-digit growth. This trend reflects a broader cultural shift towards redefining masculinity and personal grooming. As more men incorporate cosmetics into their routines, the market is expected to see increased consumer spending and brand loyalty. Retailers and brands that successfully navigate this market can tap into a new customer base, driving sales and innovation in product offerings. The acceptance of men's makeup also challenges traditional gender norms, promoting inclusivity and diversity within the beauty industry.
What's Next?
Retailers and brands are likely to continue expanding their men's product lines and marketing efforts to capture this growing market. The focus will be on education and reducing stigma, with digital platforms playing a key role in reaching potential customers. As the market matures, companies may face challenges such as social stigma and economic factors like inflation, which could impact consumer spending on non-essential goods. However, the ongoing cultural shift and the influence of social media are expected to sustain interest and growth in men's makeup.
Beyond the Headlines
The rise of men's makeup is part of a larger trend towards wellness and self-optimization, where grooming is seen as maintenance rather than vanity. This reframing helps reduce stigma and encourages spending. The trend also highlights the role of social media in democratizing beauty knowledge, allowing men to learn and experiment with products without traditional gatekeepers. Celebrity endorsements and the launch of male-focused beauty brands further legitimize and popularize men's makeup, contributing to its mainstream acceptance.
