Trends in men’s cosmetics are fascinating and always represent inspiration and a great opportunity for innovation. New male consumers are challenging gender stereotypes in various ways, such as self-expression, through which modern men seek to express their individuality and personal style through cosmetics, challenging traditional norms of masculinity and through empowerment because the using beauty products becomes a way to feel more confident in themselves.
Another driver that is driving change is the search for well-being and personal care. Now more than ever, many men are concerned about taking care of their skin, looking for products that hydrate, protect and combat the signs of aging. Even sports performance becomes more relevant, as we see an increase in products designed to improve sports performance and muscle recovery, which attracts a male audience interested in fitness.
On the other hand, there is great support from social networks and influencers, since they offer a large amount of content about products and routines, which has allowed the creation of various online communities, so that men can easily connect with other people who share their interests, problems and can find advice and recommendations that encourage the purchase and trial of products of various kinds.
The opportunity to develop disruptive solutions is enormous. The global market for this category was worth close to USD 58 billion in 2023, has a projection of USD 61.6 billion by 2024 and an estimated value of USD 85.5 billion by 2032, with a projected CAGR of 4.18% in this period. A recent post indicates that the hashtag #mensskincare had 1.9 million views on TikTok. Next, we will see some of the new trends in men’s grooming, which will direct innovation in our industry.
Courageous make-up: Beyond concealers and foundations, some men are experimenting with eyeshadows, eyeliners and blushes with bold colors and shiny finishes, for example, those indicated by the Eye Candy trend. Traditionally, men’s makeup has been used as a form of self-expression, now it is entering a whole new phase. A recent publication in Forbes magazine indicates that the new makeup is being designed for men and by men. This market expanded with a CAGR of 8.7% between 2018 and 2022 and is expected to progress at a CAGR of 9.4% between 2023 and 2033. Within the new concepts we see naturalness, defined eyebrows, hydrated lips, outlined subtle and strategic illuminators. The special effects are presented as a disruption, as we see effects such as fake scars, wounds or even complete transformations. This category is also taking inspiration from subcultures such as Punk, Gothic, Cyberpunk and Kawaii.
The Washington Post recently published an interesting article on color theory for male politicians. It indicates that makeup conveys the way politicians see themselves, or how they want others to see them. This publication discusses how different politicians had makeup advisors to mattify the forehead, correctly apply touches of concealer to the eye bags, and perfecting products to the complexion to capture the light precisely. If time permitted, their faces were even “prepped” with a tinted moisturizer or a darker foundation to make them stand out on the screen. The new influencers and ambassadors of cosmetic brands will be politicians! Interesting for cosmetic companies to build new positionings and concepts.
Extreme body care: Beyond moisturizers, some men are opting for body treatments like seaweed wraps, body masks, or even foot spa treatments.
Artistic hair removal: Hair removal of certain areas of the body, such as the chest or abdomen, including specific shapes or designs, is gaining ground among those seeking a more defined look.
Curly revolution: In recent years we have seen how curly hair has established itself as a category in women’s hair cosmetics. Now it’s the men’s turn. In men’s hair we see that no two curl patterns are the same and brands are starting to address issues such as differences in hair strand density and curl patterns. Men can now differentiate whether they have straight, wavy, curly, kinky or coily hair. For this reason, in the market we are seeing a boom in curl creams for men, leave-in conditioners for curls, curl balm, anti-frizz protector for curls and specialized masks, among others. Curls in men’s hair can be fine, thick, coarse and very abundant. At a scientific level, we began to see publications at fairs and conferences on the biochemistry of men’s hair cosmetics and new technologies to innovate in this market segment. Curly routine is the new fashion shout in men’s hair cosmetics. On YouTube and TikTok we see a boom of proposals and recommendations in this category.
Temporary tattoos with makeup: Using waterproof makeup to create temporary tattoos on the skin, whether on the face or body, is a trend that allow to experiment with designs without commitment.
Makeup inspired by anime or video game characters: Men are recreating the looks of their favorite characters, using vibrant colors, extravagant eyeliner and special contact lenses.
Mentinol (Men + retinol): Retinol is now beginning to take center stage in men’s skincare. We are seeing brands begin to educate the male consumer about the benefits and risks of different types of retinols.
Intimen: Male intimate hygiene products are gaining more relevance due to physiological differences between sexes. Scientific literature indicates that in women the pH of the vulva is between 3.5 and 4.7, while in men the pH of the genital area is between 5 and 5.5. This opens the door to new products specialized in male intimate hygiene that seek to prevent bad odors and the proliferation of bacteria and fungi, while providing a gentle cleansing, with a moisturizing and soothing sensation. Taking care of the intimate microbiome also presents itself as an opportunity.
In summary, we can say that the new consumers of men’s cosmetics are men who seek to express themselves (through their appearance and personal style), take care of themselves (both physically and mentally), connect (with other men and with the beauty community in general) and consume responsibly (choosing natural and effective products from ethical brands).
Feeling inspired?
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