More men are diving into makeup than ever before. It starts small—just a bit of concealer or tinted moisturizer. But for many, like Daniel Rankin, a 24-year-old advertising agent in New York, makeup is now part of regular routines. “I remember thinking, ‘Am I really doing this?'” he shared. “But once I tried it, it just became normal.”
Industry experts note that more men are looking to cosmetics to enhance their appearance. The men’s makeup market is booming. According to Delphine Horvath, a marketing professor, “Men’s beauty is one of the last areas where brands can still see double-digit growth.” Efforts by retailers like Ulta and Sephora show that they recognize this potential.
In 2025, men’s grooming sales in the U.S. reached $7.1 billion, showing a steady rise, as per NielsenIQ. The global market is projected to grow significantly, likely hitting $85 billion by 2032. A major driving force? The younger generation—especially Gen Z. Statistics from Mintel suggest that 68% of U.S. men aged 18 to 27 used facial skincare products in 2024—up from just 42% two years earlier.
Linda Dang, the CEO of Sukoshi, a Canadian beauty retailer, explained, “Men are forming routines. They start with skincare and then often explore further into makeup.” This change reflects a broader cultural shift. Male makeup is becoming mainstream, thanks in part to social media and influencers who demonstrate how to use these products effectively.
Statistics reveal that in 2022, about 15% of heterosexual U.S. men aged 18 to 65 considered using cosmetics. This openness is growing; the percentage of men who say they never wear makeup has dropped from over 90% in 2019 to around 75% in 2024.
Retail giants have noticed these changes. Instead of segregating products by gender, brands are mixing makeup within wider skincare displays. This approach helps eliminate stigma. Horvath notes that placing products together creates a more welcoming environment for men, reducing the intimidation factor often tied to traditional “Men’s” sections.
Online, brands are catching on. Many incorporate influencer marketing on platforms like TikTok and Instagram. By reaching audiences where they are most active, they make shopping for beauty products easier. Janet Kim from Neogen highlights the importance of meeting customers in their preferred spaces to simplify the buying process.
Brands are also trying to educate men about makeup. For instance, War Paint offers a unique approach where QR codes on packaging link to tutorials, teaching users how to apply products without the awkwardness of asking in a store. Dang emphasizes, “The biggest barrier isn’t price; it’s uncertainty.”
However, barriers still exist. Despite the growth, the social stigma of men using makeup and the rising costs of living could affect how much men choose to spend on beauty products. There remains a learning curve in the industry since many men are still unfamiliar with how to use these products.
The commercialization of men’s makeup has roots going back to the mid-2010s. Notably, in 2016, CoverGirl made headlines by featuring James Charles as their first male face. This shift marks a new phase in how society views masculinity and beauty. Social media has played a critical role in this transformation, with men sharing their makeup routines and tips online. With hashtags like #mensgrooming gaining billions of views on TikTok, it’s clear that the conversation is changing.
As the market matures, a debate arises: Do men want products specifically labeled “for men,” or do they simply want good makeup? While some brands like War Paint market to the male demographic, many younger consumers prefer gender-neutral options. This signals a potential future of makeup where gender labels fade away.
As Horvath predicts, “In ten years, we may not even be talking about ‘men’s makeup.’ We’ll just talk about makeup.” The industry is evolving, and sales data is beginning to reflect these cultural shifts.
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