What Percent Of Guys Wear Makeup

Brands

As Beauty Norms Mistiness, One-Third of Young Men Say They'd Consider Wearing Cosmetics

Men's makeup brands say stigma has fallen every bit rising of social media fuels interest in appearance-enhancing products

Getty Images / Morning Consult illustration by Samantha Elbouez

October 28, 2019 at 12:01 am ET

Come on boys, vogue! The youngest generation's greater willingness to encompass nontraditional gender norms has opened up a new market place within the beauty manufacture: men's makeup.

One-tertiary of young men said they would consider wearing makeup, co-ordinate to Forenoon Consult polling, while 23 pct of all men said the same. Founders of men's cosmetic brands credit the increased involvement among young men not only to a wider acceptance of the idea that gender is fluid but also to the force per unit area to exist picture perfect at any moment, cheers to social media.

"The stigma associated with buying and purchasing this product is starting to diminish," said Andrew Grella, founder and CEO of the men'due south makeup brand Formen Inc., with the country's youngest consumers taking up the mantle of socially normalizing men's use of cosmetics.

30-iii percent of men ages xviii-29 said they would consider wearing makeup, while another 30 pct of men ages thirty-44 reported said they'd be open to the idea too. The data collected from ii,142 men in a Sept. 24-26 survey of 4,400 U.S. adults has a margin of error of two percentage points.

Men have dabbled with makeup throughout modernity, but it'south merely recently that men's cosmetics has slipped into the mainstream. In August 2018, Chanel debuted a line of men'due south makeup, chosen Boy de Chanel, that includes a foundation and an countenance pencil. CoverGirl named social media influencer James Charles every bit the first male person face up of the brand in Oct 2016, and Maybelline followed suit iii months later when information technology fabricated Manny Gutierrez, another influencer, as its commencement male New York administrator. A Google Trends graph of online searches for "men's makeup" shows a greater interest in the topic in the last few years.

"The ascension of social media, and but the ubiquity of it, should not be underplayed," said Devir Kahan, co-founder of the men's makeup brand Stryx. Every moment is capturable — and postable — for the generations who have grown upwards with smartphones in their hands and new definitions of privacy.

"Y'all're taking selfies and sharing videos and on FaceTime — pregnant you never know when you're going to demand to be 'camera ready,'" Kahan said.

The anonymity and discretion that comes with online shopping, which still only accounts for almost x percent of all retail sales, has also helped fuel the sub-industry, Formen's Grella said.

However, he's now seeing a segment of male consumers ready to emerge from the privacy of their bathrooms and store in spaces, such equally pop-upwardly stores or stand-alone shops, specifically meant to sell makeup to men.

Immature men's attitudes virtually beauty differ from their male peers overall, according to the survey, although in that location'due south widespread agreement on caring about ane's appearance. Men ages 18-29 are more likely than their elders to reject the idea that it's taboo for men to article of clothing makeup and they are less likely to report discomfort over using products primarily marketed toward the reverse gender. Younger men are too 15 points less likely to agree that makeup is for women.

Male person influencers who employ makeup are also becoming more prevalent. Six of the 25 top dazzler influencers on a February 2019 list from Izea Worldwide Inc., a engineering platform that connects marketers with influential content creators, were men. That included makeup maven Jeffree Star, who was among the highest-paid YouTube stars, according to Forbes' 2018 ranking , with $18 1000000 in earnings.

Simply there's an important distinction betwixt the makeup tutorials Star creates and the products sold by brands such as Formen and Stryx. Star usually wears a full face of makeup, jewel-toned eyeshadows and false nails; the products sold by most men'due south makeup brands are strategically low-cardinal and largely used to cover up "imperfections."

"We're doing products that set up the issues on the face" such every bit scars, discoloration or everyday blemishes, said Grella.

Formen sells seven individual products, including four corrective items: two concealers, blotting powder and CC (color correcting) cream. Stryx offers two products, a concealer and a tinted moisturizer. Both are straight-to-consumer brands, and prices are roughly cogitating of cosmetics for women from DTC companies.

Male consumers similar this more subdued approach, co-ordinate to the poll: Coverup, concealer and tinted moisturizer ranked high in a list of products men would try, while feminine staples such as blush and mascara ranked lower.

No major drugstore brand carries a line of makeup specifically marketed to men, fifty-fifty CoverGirl and Maybelline. Twenty-three pct of men said they'd be more probable to try makeup if brands had dedicated products merely for men, and 18 per centum said they'd be likely to try it if stores had defended employees to explain and examination men's makeup.

Although new perceptions of gender — more specifically, the greater acceptance of gender fluidity — have besides opened the door to immature men'due south greater acceptance of more traditionally feminine products and services, marketing for cosmetics for men however retains a heavily masculine sensibility.

For example, British male cosmetics line War Pigment used a promotional clip in May that featured a toned and tattooed man putting on a skull ring after applying the brand's eponymous makeup. (The video faced criticism for promoting "toxic masculinity" and has since been taken down.)

Sales in the men's personal care market are projected to see steady growth, reaching $4.v billion this year in the United States, according to a September report from market research house Mintel Group Ltd. The report said sales are primarily driven by products such as shampoos and deodorants but predicted that brands would do good from a "new prioritization presenting a healthy appearance." Globally, the industry is set to accomplish $166 billion by 2022, per an October 2016 Allied Market Research study , with a chemical compound annual growth charge per unit of 5.iv percentage between 2016 and 2022.

Educating men about products and getting guys to experiment will be fundamental to growth of the makeup category, Grella and Kahan both said, and re-familiarizing men with products that they know of merely never thought were suited for them.

"Women grew up with makeup — information technology'south a multibillion-dollar manufacture," Grella said. "Whereas men, they haven't grown upwards with it. They oasis't had information technology on the counter. Their fathers never used information technology. They don't take it in the bathroom." Changing that might have a few generations, he said.

Source: https://morningconsult.com/2019/10/28/as-beauty-norms-blur-one-third-of-young-men-say-theyd-consider-wearing-cosmetics/

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