The Growth of the Men’s Makeup Market
Hot on the heels of the growing men’s skincare market, makeup for men is now seeing a boost in consumer interest. With a current market worth of about $1.1 billion, according to JUV Consulting, experts predict consumer interest and sales of men’s makeup will continue to boom in the next five years.
The drivers behind this new makeup market? A surging consumer interest in personal care for men, inclusivity promoted by social influencers, and big brands jumping on the male makeup bandwagon.
A growing male personal care market
The boost of interest in men’s makeup is tied directly into the recent surge of male consumer interest for all things personal care. Whether it’s developing a skincare routine, buying prestige hair products, or enjoying a modern shave, today’s male consumer is now highly interested in taking care of their physical appearance.
For example, several personal care categories for men have exploded as of late:
- Men’s personal care market is expected to hit $166 billion in 2022, according to Allied Market Research.
- Nearly 40% of adults aged 18-22 have shown interest in gender-neutral beauty products, according to NPD’s iGen Beauty Consumer report.
- Male-targeted skin-care product sales have jumped 7% in the past year, NPD says.
- “Men are a multibillion dollar growth opportunity for the beauty industry,” says CNBC
With this booming interest in men’s personal care, it’s no wonder more than half of U.S. men now say they’ve tried some kind of facial cosmetic, whether that’s foundation, concealer or bronzer, according to Euromonitor International.
Influenced by social media
Attitudes about makeup have also transformed as of late, thanks in large part to social media. Male makeup influencers have helped to spread and share makeup information, product reviews, and tutorials, in turn changing the conversation about who uses cosmetics.
“The charge is being led by ordinary teenagers making videos in their bedrooms. James Charles from upstate New York was 16 when he launched his first makeup tutorial on YouTube,” explains Sam Wolfson. “In it, he demonstrates how to do a complex contoured look with a deep blue eye-shadow glow, completely transforming his face. By the age of 18, Charles had amassed 8.5 million subscribers and become the first man to model for makeup brand CoverGirl.”
With makeup for men now widely seen online and on social media, the benefits of using concealer, foundation, and more to improve appearance are trickling down to the average male consumer.
“Beauty director and veteran makeup artist David Razzano…said he’s seeing more and more men coming in interested in makeup — from Wall Street traders looking to cover a blemish before a big meeting to the more adventurous types searching for that perfect pink eye shadow,” according to NPR.
Large companies have taken note…
Finally, the growing male makeup market is being driven by large cosmetics companies that have noted the growing desire for men’s makeup.
“Makeup giant Maybelline has also hired its first male spokesperson and ditched its iconic slogan, “Maybe she’s born with it,” in favor of the more inclusive “Make it happen,” writes Darieus Rafieyan for NPR. “Chanel launched its first line of makeup for men, called Boy de Chanel; Rihanna’s Fenty Beauty offers a Gentlemen’s Fenty Face box set; and just this past summer, nail polish giant OPI launched the #ManiUp campaign, encouraging men to get their first manicure.”
Alison Gaither, beauty and personal care analyst at Mintel, agreed: “It seems that mass players are trying to expand their market and gain share in a slowing market by growing their user base.”
As the interest in men’s skincare, personal care, and makeup grows, it’s yet another opening for formulators and product planners to jump on a new trend – and develop innovative, effective products to help everyone show their most beautiful face to the world.
