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Gen Z and social media are helping men’s makeup go mainstream. The beauty industry is trying to capitalize

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Gen Z and social media are helping men’s makeup go mainstream. The beauty industry is trying to capitalize


Pixdeluxe | E+ | Getty Images

It often starts small.

A dab of concealer. A tinted moisturizer. Maybe a brow gel that goes from borrowed to bought. For many men, like Daniel Rankin, makeup has transformed from something taboo into a tool to make them look less tired and more put together.

“I remember thinking, ‘Am I really doing this?'” Rankin, a 24-year-old advertising agent from New York who likes to shop at Sephora, told CNBC. “But once I tried it, it just became normal.”

In front of bathroom mirrors and in gym locker rooms, more men are now adding cosmetics to their routines, industry experts told CNBC. The men’s makeup market is now one of the most lucrative — and largely untapped — growth opportunities left in beauty, and specialty retailers like Ulta Beauty and Sephora along with big-box companies like Target and Walmart all see opportunity.

“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,” said Delphine Horvath, professor of cosmetics and fragrance marketing at the Fashion Institute of Technology.

Men’s grooming sales in the United States topped $7.1 billion in 2025, up 6.9% year over year, according to market research firm NielsenIQ. The global market was valued at $61.6 billion in 2024 and projected to surpass $85 billion by 2032, with the biggest growth driven by the skin-care sector, according to Fortune Business Insights.

Much of the momentum is coming from Gen Z.

In the U.S., 68% of Gen Z men ages 18 to 27 used facial skin-care products in 2024, a sharp jump from 42% just two years earlier, according to data from market intelligence firm Mintel.

“This is no longer niche,” said Linda Dang, CEO of Canada-based Asian beauty retailer Sukoshi. “Men are forming routines, that usually starts at skin care and then expands further, they are no longer just buying random products. That’s what makes this market so valuable.”

Bloomberg | Bloomberg | Getty Images

Unlike one-off grooming purchases, makeup encourages repeat use and experimentation. A man who starts with concealer often adds primer, setting powder or tinted SPF over time, said Farah Jemai, global marketing associate lead at beauty brand Unleashia.

“When men discover makeup that works, they don’t use once and never again,” Jemai told CNBC. “They restock.”

Market researchers estimate that in 2022, about 15% of U.S. heterosexual men ages 18 to 65 were already using cosmetics and makeup, while another 17% said they would consider it, according to Ipsos. Industry experts say those figures are likely higher in 2026.

Openness to cosmetics has grown, as the share of U.S. men who say they never wear makeup has fallen from more than 90% in 2019 to about 75% in 2024, Statista survey data show.

Retailers cater to men

Beauty conglomerates and startups alike are responding to the growth in men’s beauty.

Ulta Beauty and and Sephora have begun integrating men’s complexion products into gender-neutral, skin care-first displays rather than having “Men’s” aisles. Those gender-specific displays can feel intimidating or stigmatizing to some men, Horvath said.

Big-box retailers like Walmart and Target have also expanded their men’s cosmetics or grooming offerings.

For example, in 2025, Target partnered with online streaming collective AMP, Any Means Possible, to launch TONE. The men‑forward personal care brand debuted in Target stores nationwide in July, leveraging AMP’s massive Gen Z male following across YouTube and Twitch.

Online — where much of the growth and discovery is happening — many beauty brands are pouring money into influencer partnerships to increase engagement and sales on TikTok Shop and Amazon.

“So many brands are now putting most of their marketing budget into influencer marketing to meet people where they already are online and make it easier to click ‘buy,'” said Janet Kim, a vice president at K-beauty brand Neogen.

Others are leaning into digital education to teach men what different items do.

The brand War Paint sells makeup products like concealer pens, tinted moisturizers and anti-shine powders that feature QR codes on the packaging. Scanning them launches video tutorials explaining what each product does — without forcing customers to ask questions in a store.

“The biggest barrier isn’t price, it’s uncertainty,” Dang said. “Men want to know what a product does and how to use it without feeling awkward.”

But the path to mass adoption isn’t guaranteed.

Industry analysts warn that social stigma remains high and inflation threatens to curb spending on experimental, nonessential goods. Retailers also face a steep learning curve: It is difficult to scale a market when the core customer doesn’t know how to use the product.

Target’s SoHo store has an eye-catching “Beauty Bar” that shows off fragrances, makeup items and more.

Courtesy of Target

The emergence of men’s makeup

While men have worn makeup for centuries, from ancient Egypt to Elizabethan England, the modern commercial men’s makeup movement traces its roots to the mid-2010s.

In 2016, CoverGirl made history by appointing then 17-year-old YouTuber James Charles as its first-ever “CoverBoy,” placing a male face on a mass-market cosmetics brand for the first time.

Still, beauty conglomerates largely focused on women until recently, Sukoshi’s Dang said. Now, a broader cultural reset around masculinity is taking place and companies are racing to monetize it, FIT’s Horvath said.

Social media has been the single biggest accelerant, Dang said.

On TikTok and Instagram, male creators post step-by-step makeup routines, product breakdowns and before-and-after results that often emphasize subtle changes rather than dramatic looks. Hashtags tied to men’s grooming and makeup have amassed billions of views, with #mensgrooming alone surpassing 26 billion views on TikTok.

“TikTok democratized the ‘how-to,'” said Dang. “You don’t have to ask your sister or guess anymore. You just scroll, see a guy who looks like you fixing his acne in 30 seconds, and click ‘buy.’ It removed the gatekeepers.”

Gen Z men are also more comfortable rejecting rigid gender categories and more skeptical of marketing that frames products as inherently masculine or feminine, Horvath said.

At the same time, makeup has increasingly been folded into a broader wellness and optimization culture — sometimes referred to as “looksmaxxing” — that includes fitness tracking, supplements, hair-loss prevention and longevity routines.

“Many men have started framing grooming and, for some, makeup as maintenance, not vanity,” Horvath said. “That reframing removes stigma and unlocks spending.”

Celebrity influence has further accelerated adoption, with stars like Harry Styles, Brad Pitt and Dwayne “The Rock” Johnson launching their own skin care and makeup brands, mirroring the trend of celebrity saturation largely seen in spirits.

Johnson’s brand Papatui, which launched at Target in 2024 and spans skin, hair, body and tattoo care, was created in response to ongoing questions about his grooming regimen. It now competes directly with legacy names like Clinique, L’Oréal and Kiehl’s.

CoverGirl James Charles

Source: COVERGIRL

Moving ahead

As the market matures, a debate is forming: Do men want “men’s makeup,” or do they just want makeup?

Horvath said there is a “bifurcation” in how companies are marketing their products.

Brands like War Paint and Stryx argue that men need products designed for their thicker, oilier skin, and packaged in masculine, tool-like containers that feel at home in a gym bag.

But Gen Z consumers are increasingly gravitating toward gender-neutral brands like LVMH co-owned Fenty Beauty, The Ordinary and Haus Labs. For them, labels that say “For Men” can feel outdated or even patronizing, Horvath said.

“In ten years, I don’t think we’ll be talking about ‘men’s makeup’ anymore,” Horvath said. “We will just be talking about makeup. The gender binary in beauty is dissolving, and the sales data is finally catching up to the culture.”





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Budget 2026: Punjab, Telangana flag higher fiscal burden under VB-G RAM G; seek more central funds – The Times of India

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Budget 2026: Punjab, Telangana flag higher fiscal burden under VB-G RAM G; seek more central funds – The Times of India


Opposition-ruled states Punjab and Telangana on Saturday sought additional fiscal support from the Centre in the Union Budget 2026-27, arguing that the proposed Viksit Bharat Guarantee for Rozgar and Ajeevika Mission (Gramin) (VB-G RAM G) will place a heavier financial burden on states due to its revised cost-sharing formula, PTI reported.The demands were raised at the pre-Budget meeting chaired by Union Finance Minister Nirmala Sitharaman, which was attended by finance ministers of states and Union Territories, along with Union Minister of State for Finance Pankaj Chaudhary. The meeting also saw participation from the Governor of Manipur, chief ministers of Delhi, Goa, Haryana, Jammu and Kashmir, Meghalaya and Sikkim, and deputy chief ministers of several states, including Telangana.Opposition-ruled states said the changes to the rural employment framework weaken the employment guarantee and go against the spirit of cooperative federalism.Parliament last month passed the VB-G RAM G Bill, replacing the two-decade-old Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA). Under the new scheme, the Centre will bear 60 per cent of the cost and states 40 per cent, compared with the 90:10 funding pattern under MGNREGA.Punjab Finance Minister Harpal Singh Cheema strongly opposed the proposed changes, saying the new framework dilutes the employment guarantee while shifting a significant financial burden to states.“Proposed MGNREGA changes weaken employment guarantee and burden states,” Cheema said at the meeting, calling for the restoration of the original demand-driven structure and funding pattern of the scheme.Telangana Finance Minister Mallu Bhatti Vikramarka said the Union government had replaced MGNREGA with VB-G RAM G without consulting states. He noted that the shift from a 90:10 to 60:40 funding ratio would further strain state finances.He also pointed out that any additional man-days beyond the normative allocation would now have to be borne by states, which would create a serious obstacle in providing demand-based work to job seekers.“This is entirely against the spirit of cooperative federalism and starving them of funds for capital outlay, which is essential for maintaining growth momentum,” Vikramarka said.The Telangana finance minister also suggested that surcharges on income tax and corporation tax be credited to a non-lapsable infrastructure fund, from which states could receive grants for infrastructure development. Alternatively, he said, surcharges should be merged with basic tax rates to expand the divisible pool of central taxes.On GST reforms, Vikramarka said GST 2.0 may boost demand but questioned its sustainability, warning that states’ revenues could fall due to rate reductions. He called for a suitable mechanism to compensate states for any revenue loss.Punjab also sought a special fiscal package, citing the “double whammy” of border tensions and floods in 2025. On GST, Cheema said Punjab is facing an annual revenue loss of nearly Rs 6,000 crore following GST 2.0 and pressed for a predictable GST stabilisation or compensation mechanism for states.



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CY26 buying, macros propel PSX further higher | The Express Tribune

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CY26 buying, macros propel PSX further higher | The Express Tribune


Shares of 324 companies were traded. At the end of the day, 90 stocks closed higher, 211 declined and 23 remained unchanged. PHOTO: FILE


KARACHI:

Pakistan’s equity market opened the new year on a strong footing as the benchmark KSE-100 index extended its bullish momentum in the second week, climbing 5,375 points, or 3% week-on-week (WoW), to close at 184,410.

The rally was triggered by renewed buying in heavyweight stocks amid improved market participation, supportive macroeconomic indicators, and positive company-specific developments, while easing yields in the latest T-bill auction and robust remittances further strengthened investor sentiment. On a day-on-day basis, the bullish momentum at the Pakistan Stock Exchange (PSX) continued unabated on Monday as the KSE-100 index surged past 182k, closing at 182,408, up 3,373 points (+1.88%).

On Tuesday too, the market’s surge continued, when the index gained 2,654 points (+1.45%) to close at 185,602. The powerful and sustained bullish trend remained intact on Wednesday as well, with the bourse maintaining its full strength and closing at a fresh all-time high of 186,518. In the initial five sessions of CY26, the index added a massive 12,464 points (+7.2%).

However, following the sharp rally, the PSX witnessed its first profit-taking session on Thursday, where the index closed at 185,543, down 976 points (-0.52%). On Friday, the PSX took a breather and the KSE-100 remained volatile, swinging in both directions before closing at 184,410, down 1,133 points (-0.61%). Despite the decline, the CY26-to-date gains stood strong at 5.95%, equivalent to a rise of 10,356 points.

Arif Habib Limited’s (AHL) weekly report noted that the KSE-100 index climbed from 179,035 points last week to 184,410 in the outgoing week, gaining 5,375 points (+3%), supported by a rally in heavyweight stocks driven by new year buying, and positive company-specific news and updates.

Among economic developments, the government through a T-bill auction raised Rs979.3 billion against the target of Rs850 billion. Yields were down across all tenors by 28.6 to 33.8 basis points. Participation remained strong at Rs2,554.6 billion.

Worker remittances reached $3.6 billion in Dec’25, marking a 17% year-on-year (YoY) increase. Cumulatively, 1HFY26 remittances clocked in at $19.7 billion, up 11% YoY.

AHL mentioned that tariff rebasing, following shift from financial year to calendar year, was likely to pull the power purchase price down by Rs0.51 per kilowatt-hour (kWh) in CY26 versus FY26. Cotton arrivals in factories remained stable as of end-Dec’25. In Punjab, cotton arrivals declined 4% in CY25, while Sindh arrivals improved by 4% YoY. However, total production are estimated at 6.8 million bales in FY26, representing a significant 33% shortfall against projections.

Meanwhile, the central government debt stood at Rs77.5 trillion as of Nov’25 compared with Rs70.4 trillion in Nov’24, up 10.2% YoY and 0.7% month-on-month, AHL added.

JS Global’s Syed Danyal Hussain, in his report, said that the benchmark KSE-100 index extended its bullish run in the second week of the year, closing at 184,410, up 3% WoW. The rally was largely led by banks, which contributed 57% to index gains, while cement stocks (8%) and auto shares (5%) provided limited support. Market participation improved notably, with average daily traded volumes rising 25% WoW.

On the macro front, he said, Pakistan recorded monthly remittances of $3.6 billion in Dec’25, reflecting a 17% YoY increase. Meanwhile, total public debt declined by Rs345 billion to Rs77.5 trillion in 5MFY26, largely supported by the transfer of State Bank’s profits to the government.

In policy developments, the government was exploring options to seek relaxations from the IMF ahead of the FY27 budget, with key proposals including a phased reduction in super tax over the next four years and lower power tariffs to enhance competitiveness.

Separately, the gas-sector circular debt climbed to Rs3.2 trillion, driven mainly by a sharp rise in late payment surcharges (Rs1.45 trillion). In the T-bill auction, the government raised Rs979 billion against the target of Rs850 billion, with yields falling by 29-33 basis points across different tenors. SBP’s reserves rose $141 million to $16 billion.



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Modern seafood processing zone planned at Korangi harbour | The Express Tribune

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Modern seafood processing zone planned at Korangi harbour | The Express Tribune



ISLAMABAD:

Federal Minister for Maritime Affairs Muhammad Junaid Anwar Chaudhry has announced plans to establish a 100-acre, $80 million Seafood Processing and Export Zone at the Korangi Fisheries Harbour Authority (KoFHA), aimed at boosting the blue economy and global seafood trade.

In a statement on Saturday, the minister said the proposed project was aimed at developing, financing and operating a modern seafood processing and value addition complex under KoFHA, positioning the harbour as a regional hub for sustainable, technology-driven seafood processing linked to high-value international markets.

He said the initiative would be a bridge between medium-scale seafood processors and value-added plants, and global buyers by providing modern infrastructure, certification standards and efficient export logistics. The project reflects the government’s intent to move away from raw seafood exports towards higher-value processed products.

The minister noted that the project would cover 100 acres of dedicated seafood processing and export infrastructure at the Korangi Fisheries Harbour in Karachi. He said the estimated project cost would range between $60 million and $80 million, based on regional and global benchmarks from countries such as Vietnam, China and Ecuador, which have developed similar seafood parks.

He said the planned facilities would include multi-tenant seafood processing units, large-scale cold storage and packaging facilities, logistics and export terminals and a wastewater treatment plant to ensure environmentally compliant operations. The zone will be used exclusively for commercial seafood processing, packaging, cold storage and export-oriented activities.

The maritime minister said the project was proposed under a public-private partnership or build-operate-transfer (BOT) concession model, under which private investors would develop, operate and maintain the processing zone, while KoFHA would keep regulatory oversight and provide facilitation.

Elaborating on the development components, he said the zone would host between 20 and 25 medium to large-scale seafood processing units designed for fish and shrimp processing, value addition and export-grade packaging. The units will support a wide range of products from primary processing to ready-for-market seafood items.

He said the project would include a cold storage and blast freezing complex with multi-temperature storage ranging from minus 18 to minus 40 degrees Celsius, allowing safe handling of fresh, processed and unprocessed seafood. Ice plants and flake ice stations with a daily capacity of 50 to 100 tons will support fish landing, processing and transportation needs.

The minister said dedicated value addition and ready-to-eat units would be established for filleting, marinated products, breaded seafood and export-oriented convenience foods, enabling Pakistani exporters to tap premium retail and food service markets abroad.



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