As far back as 4000 BCE, men and make-up have had a relationship. Black eyeliner was used by the ancient Egyptians to draw attention to their eyes. Back in the 1970s and ’80s, musicians such as KISS and David Bowie, as well as Prince, all wore makeup on stage.

In recent years, the use of men’s makeup for purposes other than costume/stage makeup has begun to grow in popularity. Men are increasingly using makeup to enhance their appearance.

When he became Covergirl’s first male spokesperson in 2016, James Charles shattered stereotypes. For men, this was the first big step. Since then, men’s interest in the beauty industry has only grown. YouTube, Instagram, and Facebook are currently home to thousands of male makeup influencers. Makeup campaigns now target both men and women.

In this industry, non-binary people, metrosexuals, and LGBTQ people have seen the most growth. Because of this, a lot of heterosexual men believe that makeup is only for women. Making men see make-up as a masculine product is what many believe companies should be working on in the future. The men’s skincare industry is a great example of a similar industry that has had great success in overcoming this stereotype.

Growth in the skincare industry:

In the past, men were embarrassed to show an interest in their skin because they were ashamed of their appearance. Women and skincare had a strong connection (much like the connection between women and makeup). Many men have experienced being overwhelmed by their girlfriend’s bathroom’s abundance of products. He uses her facewash or moisturiser and enjoys it, but he doesn’t want to go out and buy his own because it’s so convenient. Having your own skincare products is becoming more and more common among men in modern times.

There have been 10 years of testing in the skincare industry to see what marketing strategies work best for selling skincare to men. With a growth rate of 11 percent, sales of men’s skincare outperformed other categories, such as bathing and showering, deodorant, and hair care in 2017. Dove launched a men’s skincare line in 2010 when the concept was still relatively new. Dove Men+Care was a game-changer in the industry. Each of their products was simple, with three different types of face washes and moisturisers. Simple slate grey containers were used to package these products to appeal to their male customers. After the line was released, sales revealed that the majority of their male customers were fathers of young children. Because of this, Dove developed advertising strategies that were specifically targeted at fathers. A series of humorous commercials were aired, depicting a typical father’s daily life.

“Take better care of your face” is how Dove’s products are marketed. As a result of these marketing strategies, Dove Men+Care is the best-selling product in its category. Numerous other high-performing brands employ similar strategies. As a result, the idea that skincare is only for women has been completely rethought. These days, skincare is viewed as a unisex item. Men’s cosmetics have to deal with the same issues of gender stigma as women’s cosmetics.

Men’s purchases of cosmetics have steadily increased over the past three years. Increasingly, they’re comfortable taking steps to improve their appearance. Men want to look better, and makeup is a great way to do just that for any person. There has been an increase in men searching for skin-enhancing products, such as skincare and cosmetics according to Google’s 2017 trend report. The most popular items purchased by men are those that enhance their natural beauty, according to a recent survey. Among them are concealers, colour-correcting products, beard/brow gel, and tinted lip products, among others. Most men are looking for subtlety when buying cosmetics. With Wispri’s price drop tracking extension, you can now track all the discounts and deals on makeup brands with price drop alerts!

South Korea – Male cosmetics industry 

Particularly South Korea has led the male cosmetics industry in Asia. Since 2017, sales to men have increased by 30% at a South Korean cosmetics store called Olive Young. K-pop, or Korean pop music, played a major role in the popularity of cosmetics in South Korea. This has led to the creation of a makeup look that is exclusively for men, thanks to male K-pop stars. Making men feel more comfortable in their skin helped normalise the idea. In South Korea, “boyish good looks” is a popular cultural trend. New trends in makeup are emphasising a more “feminine” look and helping consumers feel more at ease when shopping for cosmetics.

Compared to other countries, the United States is lagging behind when it comes to male cosmetics. In the United States, makeup is still seen as a feminine product. A cultural difference between countries may be at play here. In spite of the fact that we are making progress, It believed that toxic masculinity is still prevalent in various countries. 

People believe that in the next 10 years, men and makeup will be considered as something very casual. It will be ordinary just like women and makeup. 

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