More men are embracing makeup as a tool for looking less tired and more put together. The men’s makeup market is a lucrative growth opportunity, with sales in the U.S. reaching $7.1 billion in 2025. Gen Z men are driving this trend, with 68% using facial skin-care products in 2024, up from 42% in 2022.

Beauty retailers like Ulta Beauty and Sephora are adapting to the rise in men’s beauty products by integrating them into gender-neutral displays. Big-box retailers like Walmart and Target are expanding their men’s cosmetics offerings. Online, brands are using influencer partnerships to drive engagement and sales on platforms like TikTok and Amazon.

CoverGirl’s appointment of James Charles as its first male spokesperson in 2016 marked a turning point for men’s makeup. Social media has played a significant role in normalizing men’s use of makeup, with male creators on platforms like TikTok and Instagram sharing tutorials and product breakdowns. Celebrities like Harry Styles and Dwayne “The Rock” Johnson launching their own skincare and makeup brands have further popularized the trend.

As the men’s makeup market grows, there is a debate over whether men want “men’s makeup” specifically or just makeup in general. Brands are marketing products to cater to men’s needs, but Gen Z consumers are gravitating towards gender-neutral brands. The future of the industry may see a shift towards a more inclusive approach to beauty products.

Read more at CNBC: Men’s makeup goes mainstream on TikTok, Ulta, Sephora capitalize