New York — A growing number of men are embracing makeup as part of their daily grooming routines, transforming what was once considered a taboo into a normalized practice. Daniel Rankin, a 24-year-old advertising professional, recalls his initial hesitation regarding makeup but now views products like concealer and tinted moisturizer as essential tools for looking more refined and alert. This change in perception is reshaping the landscape of the beauty industry, which is increasingly recognizing the potential of the male cosmetics market.
Industry analysts report that the men’s beauty sector is not only flourishing but is also one of the most promising areas for future growth. Retailers including Ulta and Sephora, along with major retailers like Target and Walmart, are capitalizing on this trend. According to Delphine Horvath, a professor of cosmetics and fragrance marketing at the Fashion Institute of Technology, brands have significant opportunities for expansion merely by entering the market. In the U.S., sales of men’s grooming products reached over $7.1 billion in 2025, marking a year-on-year increase of 6.9%. Globally, the market valuation is projected to exceed $85 billion by 2032, primarily driven by the skin-care sector, as indicated by market research.
Much of this momentum can be attributed to the rise of Gen Z consumers. Recent data from market intelligence firm Mintel reveals that 68% of U.S. men aged 18 to 27 utilized facial skincare products in 2024, a significant rise from 42% just two years prior. Linda Dang, CEO of Sukoshi, an Asian beauty retailer, points out that men’s routines are evolving beyond random purchases; men are forming structured grooming regimens that often start with skincare and lead to more advanced makeup options.
The acceptance of men’s cosmetics has accelerated in recent years as societal norms shift. Statista’s survey data indicates that the percentage of U.S. men who claim never to use makeup has decreased from over 90% in 2019 to about 75% by 2024. This shift has prompted retailers to adapt their product displays, making them more inclusive. For instance, Ulta and Sephora have begun integrating men’s products into gender-neutral sections rather than designating them as “Men’s” items, which can feel exclusionary.
Influencer partnerships are playing a critical role in the marketing strategies of beauty brands, particularly on platforms like TikTok and Instagram. By investing heavily in influencer marketing, companies aim to reach their audiences in environments where they feel comfortable and engaged. Janet Kim, vice president at Neogen, a K-beauty brand, highlights the focus on meeting potential customers where they are and facilitating easier purchasing decisions.
Yet challenges remain. Industry insiders caution that social stigma surrounding men’s makeup still persists, and economic factors such as inflation could limit consumer spending on non-essential items. Teaching men how to use cosmetics effectively remains important, with brands like War Paint employing innovative methods like QR codes on product packaging leading to educational tutorials that demystify makeup application.
While the modern makeup movement for men can be traced back to the mid-2010s, when landmarks like CoverGirl’s appointment of male influencer James Charles revolutionized brand representation, the current momentum is also fueled by a wider cultural evolution regarding masculinity. Social media has dramatically altered how makeup is perceived and discussed, with male content creators sharing routine videos and product recommendations, showcasing that makeup is not confined by rigid gender norms.
As the male makeup market continues to evolve, questions arise about the categorization of products. Some brands argue that formulations should be tailored specifically to men’s skin, while a sizable portion of Gen Z seems to prefer gender-neutral options. Horvath predicts that the distinction between men’s and women’s makeup may become obsolete in the coming decade, suggesting that the industry is on the brink of a more inclusive future where beauty transcends traditional gender classifications.