The cosmetics industry is witnessing a significant shift as an increasing number of men embrace makeup, transforming it from a stigmatized practice into a common part of personal grooming. For instance, Daniel Rankin, a 24-year-old advertising agent from New York, reflects on his initial hesitation but quickly found comfort in incorporating products like concealer into his routine.
Market analysts suggest that men’s makeup is a rapidly expanding sector, presenting an untapped growth opportunity. According to NielsenIQ, U.S. men’s grooming sales exceeded $7.1 billion in 2025, representing a year-over-year increase of 6.9%. The global market for men’s cosmetics is projected to surpass $85 billion by 2032, largely fueled by skin-care products. A notable factor in this growth is Generation Z, where a significant shift has occurred in attitudes toward grooming. By 2024, 68% of American men aged 18 to 27 reported using facial skin-care products, an increase from 42% two years prior.
Retailers are adapting to this trend, with companies like Ulta Beauty and Sephora integrating men’s products into gender-neutral displays. Additionally, major retail chains like Walmart and Target have expanded their men’s cosmetic offerings, with Target launching TONE, a brand aimed at men, in partnership with online influencers.
Despite the momentum, challenges remain, such as social stigma and economic factors impacting spending habits. While some brands focus on gender-specific products, industry leaders believe the future of makeup will be less about gender labels and more about universal offerings. This perspective is underscored by the growing acceptance among younger consumers who prefer brands that reject rigid gender classifications.
Why this story matters
- Men’s makeup is rapidly expanding, indicating changing societal norms around masculinity and grooming.
Key takeaway
- Acceptance of makeup among men, particularly younger generations, signifies a cultural shift in beauty standards.
Opposing viewpoint
- Some argue that gender-specific products are necessary to cater to unique male skin types, suggesting a continued market for tailored men’s makeup.
