The Rise of Men’s Makeup: Breaking Taboos and Redefining Beauty Norms
In recent years, makeup has evolved from a taboo for many men into an essential tool for self-expression and enhancement. Daniel Rankin, a 24-year-old advertising agent from New York, reflects this shift. Once hesitant, he now views cosmetics as a normal part of his routine, a sentiment mirrored by many men across the nation.
A Booming Market
Today, the men’s makeup market is one of the most promising yet underexplored sectors in the beauty industry. Industry experts recognize this growth potential, stating that expanding into men’s cosmetics could yield impressive double-digit growth rates. Beauty retailers like Ulta Beauty and Sephora, along with big-box stores such as Target and Walmart, are beginning to capitalize on this opportunity.
According to NielsenIQ, men’s grooming sales in the U.S. reached $7.1 billion in 2025, marking a year-over-year increase of 6.9%. The global market is set to eclipse $85 billion by 2032, largely driven by a revolution in skincare that appeals to younger generations.
Gen Z, in particular, is leading this charge. In 2024, 68% of U.S. men aged 18 to 27 reported using facial skincare products, a significant increase from 42% just two years prior. As Linda Dang, CEO of the Canadian retailer Sukoshi, notes, “Men are forming routines…That’s what makes this market so valuable.”
The Transition to Routine
Unlike one-time grooming purchases, makeup establishes a habit of reusability and experimentation. Once men discover the benefits of products like concealer or tinted moisturizer, they tend to restock and explore further options, creating a sustainable demand.
Research indicates that around 15% of U.S. heterosexual men ages 18 to 65 used cosmetics in 2022, with another 17% expressing interest in trying them. This openness has grown significantly; the percentage of U.S. men who never wear makeup fell from over 90% in 2019 to about 75% in 2024.
Retailers Respond to the Shift
In recognition of this shift, brands are adapting their marketing strategies. Ulta Beauty and Sephora are shifting to gender-neutral displays for men’s complexion products, aiming to reduce the stigma associated with “men’s” aisles. Similarly, Target’s partnership with the online streaming collective AMP has led to the launch of TONE, a men-centric beauty line.
Online presence is pivotal, with companies investing heavily in influencer partnerships on platforms like TikTok and Amazon. Brands such as War Paint are revolutionizing product education, utilizing QR codes on packaging that link to video tutorials, allowing men to learn about products in a comfortable setting.
Historical Context and Cultural Momentum
The modern push toward men’s makeup can be traced back to the mid-2010s, notably with CoverGirl’s appointment of James Charles as its first “CoverBoy.” As cultural norms around masculinity evolve, so do the branding strategies of beauty companies.
Social media, particularly TikTok and Instagram, has played a crucial role in this transformation, with male creators driving engagement through tutorials and product reviews. Men are increasingly viewing grooming and makeup as forms of maintenance rather than vanity.
Navigating Future Challenges
Despite the momentum, industry analysts highlight that stigma surrounding makeup usage persists, and economic factors like inflation may hamper spending on non-essential items. Retailers face challenges in scaling a market where many customers are still unfamiliar with product application.
As the market matures, a significant discussion is emerging: Do men desire products specifically designed for them, or do they simply want effective makeup without gender labels? While brands like War Paint advocate for men-specific formulations, many Gen Z consumers prefer gender-neutral options.
Conclusion: The Future of Masculinity in Beauty
As societal norms progress, it’s likely that the conversation surrounding “men’s makeup” will gradually dissolve into simply “makeup.” Delphine Horvath, a professor at the Fashion Institute of Technology, predicts that the concept of a gender binary in beauty will fade, as sales data increasingly aligns with these evolving cultural views.
With broader acceptance and innovative marketing, the future of men’s makeup looks promising, potentially reshaping the beauty landscape for generations to come.
