Market Overview - The men's makeup market is emerging as a lucrative growth opportunity within the beauty industry, with retailers like Ulta Beauty and Sephora recognizing its potential [1][3] - Men's grooming sales in the U.S. reached $7.1 billion in 2025, reflecting a year-over-year growth of 6.9%, while the global market is projected to exceed $85 billion by 2032, driven primarily by the skin-care sector [3] Consumer Trends - A significant increase in the use of facial skin-care products among Gen Z men, with 68% of males aged 18 to 27 using such products in 2024, up from 42% in 2022 [4] - Approximately 15% of U.S. heterosexual men aged 18 to 65 were using cosmetics in 2022, with another 17% considering it, indicating a growing acceptance of makeup among men [5] Retail Strategies - Retailers are adapting to the growing demand by integrating men's products into gender-neutral displays, moving away from traditional "Men's" aisles to reduce stigma [9] - Target launched a men-focused personal care brand, TONE, in partnership with AMP, targeting Gen Z males through platforms like YouTube and Twitch [10] Marketing Approaches - Brands are increasingly investing in influencer marketing to engage consumers on platforms like TikTok and Amazon, making it easier for potential buyers to discover and purchase products [11] - Educational initiatives, such as QR codes on product packaging that link to tutorials, are being implemented to help men understand how to use cosmetics without feeling awkward [12] Cultural Shifts - The modern commercial men's makeup movement has gained momentum since the mid-2010s, with social media playing a crucial role in normalizing makeup for men [14][15] - The perception of grooming and makeup is shifting from vanity to maintenance, which is helping to reduce stigma and encourage spending [17] Future Outlook - There is a debate on whether men prefer "men's makeup" or simply makeup, with a trend towards gender-neutral brands gaining traction among younger consumers [19] - Industry experts predict that the concept of "men's makeup" may become obsolete in the next decade as the gender binary in beauty continues to dissolve [20]