The men's makeup market is experiencing substantial growth, transitioning from a niche area into a significant opportunity within the beauty industry. This expansion is leading specialty retailers like Ulta Beauty and Sephora, along with big-box companies such as Target and Walmart, to adapt their strategies.
Market Trends and Growth
U.S. men's grooming sales reached over $7.1 billion in 2025, marking a 6.9% year-over-year increase. The global men's beauty market was valued at $61.6 billion in 2024 and is projected to exceed $85 billion by 2032, primarily driven by the skin-care sector. This growth is largely fueled by Gen Z, with 68% of U.S. Gen Z men aged 18 to 27 using facial skin-care products in 2024, up from 42% two years prior. Unlike one-off grooming purchases, makeup encourages repeat use and experimentation. In 2022, approximately 15% of U.S. heterosexual men aged 18 to 65 used cosmetics, with another 17% considering it. The percentage of U.S. men who reported never wearing makeup decreased from over 90% in 2019 to about 75% in 2024.
Retailer Response
Beauty companies and startups are responding to this trend. Ulta Beauty and Sephora are integrating men's complexion products into gender-neutral, skin care-first displays to reduce potential stigma. Walmart and Target have also expanded their men's cosmetics and grooming offerings. For instance, Target partnered with AMP (Any Means Possible) in 2025 to launch TONE, a men-focused personal care brand, leveraging AMP's Gen Z male following. Online, many brands are investing in influencer marketing and digital education, such as War Paint's QR codes on packaging for video tutorials, to simplify product usage for men.
Factors Driving Adoption
The modern men's makeup movement gained traction in the mid-2010s, notably with CoverGirl appointing James Charles as its first "CoverBoy" in 2016. Social media, particularly platforms like TikTok and Instagram, has played a significant role by democratizing "how-to" guides and showcasing subtle transformations. Gen Z men are increasingly comfortable with rejecting rigid gender categories, and makeup is being reframed as "maintenance" rather than "vanity," often associated with broader wellness and optimization culture. Celebrity influence, with figures like Harry Styles, Brad Pitt, and Dwayne "The Rock" Johnson launching their own skin care and makeup brands, has further accelerated adoption.
Challenges
Despite the growth, challenges remain. Industry analysts note that social stigma persists, and economic factors like inflation could impact discretionary spending on experimental products. Retailers also face the task of educating customers who may be unfamiliar with how to use these products effectively.