News Brief: Men’s Makeup Goes Mainstream
Summary
Driven by Gen Z, social media, and evolving views on masculinity, men’s makeup is transitioning from niche to mainstream, presenting a major growth opportunity for the beauty industry. Brands and retailers are adapting their marketing strategies to capitalize on this trend.
Key Points
- Market Growth: The global men’s grooming market is projected to surpass $85 billion by 2032. In the U.S., sales reached $7.1 billion in 2025, up 6.9% year-over-year.
- Gen Z Catalyst: 68% of U.S. Gen Z men (18-27) used facial skincare in 2024, up from 42% in 2022. This demographic is comfortable rejecting rigid gender norms and drives discovery via social media.
- Shifting Attitudes: The share of U.S. men who say they never wear makeup fell from >90% in 2019 to ~75% in 2024. Makeup is increasingly framed as “maintenance” rather than vanity.
- Retail & Marketing Shift: Retailers like Ulta and Sephora are integrating men’s products into gender-neutral displays. Brands heavily invest in influencer marketing (TikTok, Instagram) and digital education (e.g., QR code tutorials) to lower barriers to entry.
- Social Media Role: Platforms like TikTok have “democratized the ‘how-to'” with billions of views on men’s grooming hashtags, removing gatekeepers and making product discovery and tutorials accessible.
- Future Debate: The industry is split between marketing specifically “for men” versus gender-neutral products. Experts predict the gender binary in beauty will continue to dissolve.
- Challenges: Social stigma persists, inflation may curb spending, and retailers face a learning curve as new customers need guidance on product use.
新闻简报：男性美妆成为主流
摘要
在Z世代、社交媒体和对男性气质观念转变的推动下，男性美妆正从小众走向主流，为美容行业带来了重大的增长机遇。品牌和零售商正在调整其营销策略以把握这一趋势。
关键点
- 市场增长：全球男性理容市场预计到2032年将超过850亿美元。在美国，2025年销售额达到71亿美元，同比增长6.9%。
- Z世代推动：2024年，68%的美国Z世代男性（18-27岁）使用面部护肤品，高于2022年的42%。这一代人对僵化的性别规范接受度更高，并通过社交媒体推动产品发现。
- 观念转变：自称从不化妆的美国男性比例从2019年的90%以上降至2024年的约75%。化妆品越来越多地被定义为“日常维护”而非虚荣。
- 零售与营销转变：Ulta和Sephora等零售商将男性产品整合到性别中性的陈列中。品牌大力投资网红营销（TikTok、Instagram）和数字教育（如二维码教程）以降低入门门槛。
- 社交媒体的作用：像TikTok这样的平台通过男性理容标签获得数十亿次观看，“普及了‘使用教程’”，消除了信息壁垒，使产品发现和教学变得容易。
- 未来争论：行业内在专门营销“男性专用”产品与性别中性产品之间存在分歧。专家预测美容领域的性别二元划分将继续消解。
- 挑战：社会污名依然存在，通货膨胀可能抑制非必需品的实验性消费，且零售商面临学习曲线，因为新客户需要产品使用指导。
Original Article Link: https://www.cnbc.com/2026/01/10/mens-makeup-gen-z-tiktok-instagram-ulta-sephora.html