Gen Z and social media are helping men’s makeup go mainstream. The beauty industry is trying to capitalize
Men’s makeup is shedding stigma as TikTok and Gen Z drives growth, retailers rethink displays and brands chase one of beauty’s last untapped markets.
TL;DR
- Men's makeup usage is increasing, driven by a desire to appear less tired and more polished.
- The global men's beauty market is projected for substantial growth, with skin care leading the way.
- Gen Z men are particularly embracing skincare and makeup routines, marking a shift from niche to mainstream.
- Retailers like Sephora and Ulta are adopting gender-neutral displays, and big-box stores are expanding offerings.
- Influencer marketing on platforms like TikTok and Amazon is crucial for sales and education in this growing market.
- Brands are providing digital education through QR codes and video tutorials to address customer uncertainty.
- Social media, particularly TikTok, has democratized makeup tutorials for men.
- There is a growing trend of framing grooming and makeup as 'maintenance' rather than vanity.
- Celebrity endorsements and brands are further accelerating the adoption of men's beauty products.
- A debate exists on whether the market should focus on 'men's makeup' or simply 'makeup' as gender lines blur.