How Gen Z is Shaping Men’s Makeup Trends
Men's makeup is not just a passing trend; it’s becoming a vital part of the beauty landscape, largely thanks to Gen Z. This younger generation is playing a pivotal role in redefining masculinity and beauty standards, making makeup more accessible and normal.
The Impact of Social Media
Platforms like TikTok and Instagram are instrumental in this change. Influencers like Bách Buquen have gone viral by sharing makeup routines tailored for men, showing that it’s okay for guys to engage with beauty products. As Martin, a 24-year-old civil servant, noted, "I now check ingredients and even budget for skincare." This self-education is transforming the typical male grooming routine, which previously consisted of basic products.
Market Growth Highlights
The men's grooming market is experiencing significant growth. By 2032, global sales are projected to hit over $85 billion. North America alone saw a $7.1 billion influx in men's grooming sales in 2025. This data indicates that brands must innovate and communicate effectively to meet the rising demand.
Breaking Gender Norms
This new trend marks a shift from the long-held belief that makeup and skincare were women's domains. Retailers like Ulta and Sephora are pioneering gender-neutral displays, helping to create an inviting atmosphere for male shoppers. Linda Dang, CEO of Sukoshi, emphasizes that men are now creating complete skincare routines, which typically start with skin care and can lead to makeup.
Entrepreneurial Opportunities for Brands
With rising interest in men's cosmetics, brands should focus on transparency and education. Kiehl's and Suave are retooling their marketing strategies to appeal to this new demographic by emphasizing storytelling and ease of access to information. Brands that engage with Gen Z are likely to build strong loyalties and drive repeat purchases.
Conclusion: The Future of Men’s Beauty
As self-care becomes more critical to identity and confidence, the demand for men’s beauty products will only continue to grow. The industry must embrace this change by offering supportive, educational environments for men exploring their grooming identities. Ultimately, we could see not just a market of opportunity but a new cultural norm where makeup is seen as a tool for all.
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