Men’s Makeup Goes Mainstream on TikTok, Ulta, Sephora Capitalize
- Maybe a brow gel that goes from borrowed to bought.For many men, like Daniel Rankin, makeup has transformed from something taboo into a tool to make them look...
- "I remember thinking, 'Am I really doing this?'" Rankin, a 24-year-old advertising agent from New York who likes to shop at Sephora, told CNBC.
- In front of bathroom mirrors and in gym locker rooms,more men are now adding cosmetics to their routines,industry experts told CNBC.
It often starts small.
A dab of concealer. A tinted moisturizer. Maybe a brow gel that goes from borrowed to bought.For many men, like Daniel Rankin, makeup has transformed from something taboo into a tool to make them look less tired and more put together.
“I remember thinking, ’Am I really doing this?'” Rankin, a 24-year-old advertising agent from New York who likes to shop at Sephora, told CNBC. “But once I tried it, it just became normal.”
In front of bathroom mirrors and in gym locker rooms,more men are now adding cosmetics to their routines,industry experts told CNBC. The men’s makeup market is now one of the most lucrative – and largely untapped - growth opportunities left in beauty, and specialty retailers like Ulta Beauty and Sephora along with big-box companies like Target and Walmart are all vying for a piece of the action.
and Sephora have begun integrating men’s complexion products into gender-neutral, skin care-first displays rather than having “Men’s” aisles. Those gender-specific displays can feel intimidating or stigmatizing to some men, Horvath said.
Big-box retailers like Walmart and target have also expanded their men’s cosmetics or grooming offerings.
Such as,in 2025,Target partnered with online streaming collective AMP, Any Means Possible, to launch TONE. The men‑forward personal care brand debuted in Target stores nationwide in July, leveraging AMP’s massive Gen Z male following across YouTube and Twitch.
Online - where much of the growth and revelation is happening – many beauty brands are pouring money into influencer partnerships to increase engagement and sales on TikTok Shop and Amazon.
“So many brands are now putting most of their marketing budget into influen
Men’s Grooming and Cosmetics Market Growth
The men’s grooming and cosmetics market is experiencing significant growth, driven by shifting societal norms, celebrity influence, and a broader embrace of self-optimization, with projected revenues reaching $88.3 billion globally by 2027.
Historically, makeup and grooming products were largely marketed towards women. However, attitudes are changing, and men are increasingly comfortable using these products, fueled by a desire for self-improvement and a rejection of traditional masculinity stereotypes. This shift is notably pronounced among younger generations, like Gen Z and Millennials, who are more open to experimentation and self-expression.According to a report by Grand View research, the global men’s grooming market was valued at $66.8 billion in 2023.
For example, the increasing popularity of “looksmaxxing” – a trend focused on maximizing physical appearance through various means, including skincare, grooming, and even makeup – demonstrates this shift. This trend reframes grooming as a form of self-care and maintenance rather than vanity.Grand View Research: Men’s Grooming market Analysis report
Factors Driving the Trend
Several factors contribute to the growth of the men’s grooming market, including evolving perceptions of masculinity and the influence of social media and celebrities.
The traditional association of makeup and grooming with femininity is fading.Men are increasingly viewing these products as tools for self-improvement and confidence-building. This is supported by a growing number of men openly discussing and sharing their grooming routines online. Social media platforms like TikTok and Instagram have become key channels for promoting men’s grooming products and normalizing their use.
Celebrity endorsements also play a significant role.Harry Styles, as an example, has challenged traditional gender norms through his fashion and beauty choices, inspiring many men to experiment with makeup and grooming. CNBC: What’s It Like Designing Clothes for Harry Styles?
Expansion Beyond Traditional Products
The men’s grooming market is expanding beyond traditional products like shaving cream and cologne to include a wider range of items,including skincare,makeup,and hair-loss prevention treatments.
Skincare is now a major driver of growth in the men’s grooming market. Men are becoming more aware of the importance of skincare for maintaining healthy skin and preventing aging. Makeup, while still a smaller segment, is also gaining traction, with products like concealer, foundation, and bronzer becoming increasingly popular among men. The wellness trend is also influencing the market, with men incorporating grooming into broader self-optimization routines.
According to CNBC, the intersection of health, wellness, and optimization is benefiting related stocks. CNBC: Gen Z and Millennials Embrace Health and Wellness-These stocks Could Benefit