As Beauty Norms Blur, One-Third of Young Men Say Theyd Consider Wearing Cosmetics
Male consumers like this more subdued approach, according 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, even CoverGirl and Maybelline. Twenty-three percent of men said they’d be more likely to try makeup if brands had dedicated products just for men, and 18 percent said they’d be likely to try it if stores had dedicated employees to explain and test men's makeup.
Although new perceptions of gender — more specifically, the greater acceptance of gender fluidity — have also opened the door to young men’s greater acceptance of more traditionally feminine products and services, marketing for cosmetics for men still retains a heavily masculine sensibility.
For example, British male cosmetics line War Paint 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 $4.5 billion this year in the United States, according to a September report from market research firm Mintel Group Ltd. The report said sales are primarily driven by products such as shampoos and deodorants but predicted that brands would benefit from a "new prioritization presenting a healthy appearance." Globally, the industry is set to reach $166 billion by 2022, per an October 2016 Allied Market Research study, with a compound annual growth rate of 5.4 percent between 2016 and 2022.
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