Guys and makeup: A new normal?

More guys are adding makeup to their daily routines. It's not just about looking good; it's about feeling confident and put-together. This trend is big, and it's not going away anytime soon.

Market Growth

The men's makeup market is growing fast. In the U.S., sales topped $7.1 billion in 2025. The global market is expected to reach $85 billion by 2032. This growth is driven by younger guys, especially Gen Z. They are more open to trying new things and breaking away from traditional gender roles.

Retailers Respond

Retailers are taking notice. Stores like Ulta and Sephora are adding more men's products. They are also making their displays gender-neutral. This makes it easier for guys to try new things without feeling judged.

Education and Influence

But it's not just about selling products. Brands are also educating guys on how to use makeup. They are using influencers and social media to reach their audience. This makes it easier for guys to learn and try new things.

Challenges Ahead

However, there are still challenges. Some guys feel awkward about using makeup. They worry about what others will think. There's also the issue of inflation, which could slow down spending on non-essential items.

The Future of Makeup

Despite these challenges, the trend is clear. More guys are using makeup, and the market is growing. It's not just a fad; it's a new normal. In the future, we might not even talk about "men's makeup" anymore. We'll just talk about makeup.