Men’s makeup goes mainstream on TikTok, Ulta, Sephora capitalize

Introduction to Men’s Makeup

The world of men’s makeup is rapidly evolving, with more men than ever embracing cosmetics as a way to enhance their appearance and feel more confident. What often starts as a small step, such as using a dab of concealer or a tinted moisturizer, can quickly become a regular part of a man’s daily routine. For individuals like Daniel Rankin, a 24-year-old advertising agent from New York, makeup has become a normal part of his daily life, helping him look less tired and more put together.

Market Growth and Trends

The men’s makeup market is experiencing significant growth, with industry experts predicting it to be one of the most lucrative and largely untapped growth opportunities in the beauty industry. According to market research firm NielsenIQ, men’s grooming sales in the United States topped $7.1 billion in 2025, representing a 6.9% increase from the previous year. The global market is projected to surpass $85 billion by 2032, driven primarily by the skin-care sector. Much of this momentum can be attributed to Gen Z, with 68% of Gen Z men in the U.S. using facial skin-care products in 2024, a significant jump from 42% just two years earlier.

Breaking Down Stigmas and Barriers

Despite the growing acceptance of men’s makeup, social stigma remains a significant barrier to adoption. However, the rise of social media platforms like TikTok and Instagram has helped to break down these stigmas, with male creators sharing their makeup routines, product reviews, and before-and-after results. This increased visibility and accessibility have made it easier for men to explore and engage with makeup, with many regarding it as a tool for self-care and self-expression rather than solely for vanity.

Industry Response and Innovation

Beauty companies are responding to the growing demand for men’s makeup by launching new products and lines specifically designed for men. Retailers like Ulta Beauty and Sephora are integrating men’s complexion products into their stores, moving away from traditional “Men’s” aisles and towards a more inclusive, skin care-first approach. Online, brands are leveraging influencer marketing and digital education to reach and engage with their target audience, providing tutorials, product information, and community support to help men navigate the world of makeup.

The Future of Men’s Makeup

As the men’s makeup market continues to evolve, there is a growing debate about whether men want “men’s makeup” or simply makeup. Some brands argue that men require products designed specifically for their skin types and needs, while others believe that gender-neutral brands are the way forward. Ultimately, the future of men’s makeup is likely to be characterized by increased inclusivity, diversity, and accessibility, with a focus on providing high-quality products and education that cater to the unique needs and preferences of individual consumers, regardless of gender.