Shaking Up Gender Norms: Men's Makeup and Grooming

Traditional expectations of masculinity and femininity are changing shape. Gen Z and young Millennials are breaking down stereotypes by proudly using, wearing, and being what makes them feel good. In an era rife with discussion over gender equality and diversity brands need to be dialed in as priorities shift. Gain insight from a GenZ expert and two brands making men's makeup mainstream.

Just The Numbers:
- The global men’s grooming industry is expected to hit $78.6 billion by 2023, from $57.7 billion in 2017, according to a Research and Markets report.
- The global men’s skincare market is set to grow 24% in the next five years to reach $5 billion, according to Euromonitor.
- JUV Consulting estimates the value of the global men’s makeup market at about $1.14 billion in 2019.
- A survey conducted by Euromonitor showed more than 56% of US male respondents admitted to using some sort of facial cosmetic-like foundation, concealer, or BB cream at least once in 2018.