Gen Z and social media are making men’s makeup mainstream — brands race to capitalize

Young men and social platforms have pushed cosmetics from a niche choice to an expanding retail category. In early 2026 industry observers and shoppers report that concealers, tinted moisturizers and complexion products are moving into everyday routines for many men in the U.S. Retailers from Sephora and Ulta to Target and Walmart are reworking assortments and marketing to capture what market research shows is tangible growth. The shift is visible in usage data, new product launches and a surge of how-to content on TikTok and Instagram.

Key Takeaways

• U.S. men’s grooming sales reached $7.1 billion in 2025, up 6.9% year over year, according to NielsenIQ.
• The global men’s beauty market was valued at $61.6 billion in 2024 and is projected to top $85 billion by 2032 (Fortune Business Insights).
• In the U.S., 68% of Gen Z men ages 18–27 used facial skin-care products in 2024, up from 42% two years earlier (Mintel).
• Market research in 2022 estimated about 15% of U.S. heterosexual men 18–65 were using cosmetics, with another 17% willing to consider it (Ipsos); industry sources say 2026 figures are likely higher.
• Retail strategies shifted in 2025: Ulta and Sephora moved men’s complexion items into gender-neutral displays, while Target launched the TONE men-forward brand in July 2025 in partnership with AMP.
• Social media is the primary discovery pathway—#mensgrooming content on TikTok has amassed billions of views and creators routinely post concise, practical tutorials that lower the barrier to trial.

Background

Male use of cosmetics is far from new historically—ancient and early-modern cultures normalized painted faces—but the contemporary commercial movement accelerated in the 2010s. A notable milestone came in 2016 when CoverGirl named James Charles as its first male brand ambassador, signaling that mainstream brands could center men in campaigns. Until recently, however, large beauty conglomerates devoted most resources to female-targeted lines; that calculus is changing as demographic and cultural shifts alter demand.

Several forces converged: a broader cultural reassessment of masculinity; Gen Z’s greater willingness to reject rigid gendered categories; and the rise of short-form video platforms that democratized how-to information. These dynamics mean men are more likely to begin with skin care and then add complexion products, a pattern that encourages repeat purchases and product layering. Brands and retailers—both legacy and startup—are experimenting with product design, placement and messaging to find what resonates.

Main Event

On retail floors and online, sellers are changing how men’s products are merchandised. Sephora and Ulta have begun integrating complexion products into gender-neutral, skin-care-first displays rather than isolating items in a separate “Men’s” section—a move designed to reduce stigma and make discovery less awkward. Big-box chains such as Target and Walmart have expanded assortments and introduced men-forward collaborations; Target’s TONE line, launched in July 2025 with AMP, targeted Gen Z males via creators on platforms like YouTube and Twitch.

Brands are also leaning heavily on influencer-driven commerce. Beauty companies now allocate significant portions of marketing budgets to creators on TikTok Shop and Amazon to shorten the path from discovery to purchase. Some startups focus on digital education to overcome uncertainty: packaging with QR codes leads to short tutorial videos so customers can learn quietly, without in-store embarrassment. These tactics address the most-cited barrier—uncertainty about application—rather than price.

Product formulation and positioning remain contested. Companies such as War Paint and Stryx argue for male-specific formulations and masculine packaging aimed at thicker, oilier skin and gym-bag convenience. Conversely, many Gen Z consumers gravitate toward gender-neutral brands like Fenty Beauty, The Ordinary and Haus Labs, rejecting explicit “For Men” labeling as unnecessary or patronizing. This split has prompted a bifurcated market response: some brands double down on male-focused cues while others remove gender markers entirely.

Analysis & Implications

The commercial opportunity is significant because makeup encourages repeat purchases and product layering—concealer users often add primer, powder or tinted SPF—driving higher lifetime value per customer than one-off grooming buys. With U.S. men’s grooming at $7.1 billion in 2025 and global projections rising, the sector represents one of the last mass-market beauty categories with clear double-digit upside potential for brands that “show up,” according to industry academics.

Social media’s role is especially consequential: platforms both normalize subtle, maintenance-oriented looks and provide low-friction education. Short tutorials reduce the social cost of trial and let consumers self-select into routines that feel practical rather than performative. For brands, that changes the marketing imperative from purely aspirational imagery to demonstrable, fast tutorials and straightforward product claims.

Risk factors temper enthusiasm. Social stigma remains for parts of the population; inflation and belt-tightening may curb discretionary, experimental spend; and scaling is hard when a core cohort still lacks confidence in application. Retailers must solve for discovery, education and repeat conversion simultaneously, which requires investment in packaging, in-store experience and digital content. The winners will likely be those that lower friction and treat complexion as maintenance rather than an identity statement.

Comparison & Data

These figures show both current scale and projected expansion, with the fastest growth concentrated in skin care and complexion categories. That pattern matters: skin-care adoption often precedes makeup trial, creating a predictable customer journey brands can target. While market research offers a directional picture, actual category conversion will depend on execution in education, product fit and merchandising.

Reactions & Quotes

Shoppers and executives offered concise perspectives that illuminate the market shift.

“Am I really doing this?”

Daniel Rankin, 24, advertising agent (consumer)

Rankin’s comment captures the initial hesitation many men report; for some, that early awkwardness gives way to routine and repeat purchasing once they find effective products.

“Men’s beauty is one of the last categories left where brands can likely still see easy double-digit growth potential simply by showing up.”

Delphine Horvath, Professor, Fashion Institute of Technology (academic)

Horvath frames the market opportunity in growth terms while emphasizing that presence and assortment matter to capture it.

“The biggest barrier isn’t price, it’s uncertainty.”

Linda Dang, CEO, Sukoshi (retailer)

Dang’s observation explains why QR-backed tutorials and influencer how-to content have become core promotional tools: they address the application gap that often prevents purchase.

Unconfirmed

• Exact 2026 penetration rates for U.S. men using cosmetics remain provisional; industry sources suggest growth beyond 2022 Ipsos estimates but comprehensive 2026 survey data are not yet public.
• Reported TikTok view counts for tags such as #mensgrooming fluctuate and can vary by platform measurement windows; the cited billions-of-views figure is platform-reported and should be treated as indicative.
• Predictions about the disappearance of “men’s makeup” labeling within a decade reflect expert opinion and cultural trends, not an iron-clad market certainty.

Bottom Line

Gen Z consumers and social platforms have turned what was once fringe into a credible retail growth engine. Data from 2024–2025 show skin care and grooming adoption among young men rising sharply, and retailers responding with new assortments, men-forward brands and gender-neutral merchandising. For brands, the commercial playbook centers on reducing application uncertainty through education, leveraging creators for discovery and designing products that fit into everyday maintenance routines rather than theatrical looks.

Market potential is substantial but not assured: stigma, economic headwinds and the challenge of turning trial into habit are real obstacles. Companies that invest in clear, compact education, sensible product design and inclusive merchandising stand the best chance of converting curiosity into steady revenue. Observers should watch whether gender labels fade and whether repeat-purchase economics materialize at scale—those outcomes will determine whether men’s makeup becomes an enduring mainstream category or a temporary trend.

Sources

• CNBC — (news report summarizing industry interviews and data)
• NielsenIQ — (market research firm; U.S. grooming sales, 2025)
• Fortune Business Insights — (market research; global market valuation and projection)
• Mintel — (market intelligence; Gen Z skin-care usage rates)
• Ipsos — (market research; 2022 cosmetics adoption estimates)
• Statista — (survey data on self-reported makeup usage among U.S. men)