Business
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.”
Business
Asian stocks today: Markets trade mostly in red; Nikkei sheds 1%, HSI remains flat – The Times of India
Asian markets opened on a weak note on Tuesday, as most indices slipped into the red as investors reacted to trade tensions and political developments in Japan. In US, markets remained closed for the Martin Luther King Jr Day holiday.Hong Kong’s HSI was up 35 points to 26,599. Nikkei trimmed 519 points or 0.97% to 53,064. Shanghai and Shenzhen were down 0.12% and 0.89%, respectively. Meanwhile, Kospi was 0.36% up, trading at 4,922 at 11:30 am IST. Investors across the globe remained cautious after US President Donald Trump threatened to impose fresh tariffs on European imports, unsettling major trading partners that have significant investments in the United States. US stock futures fell sharply, tracking losses across European markets on Monday, while oil prices were steady. The announcement also triggered turbulence in Japan’s bond market. Government bond yields climbed rapidly after Takaichi indicated she would dissolve parliament to seek a stronger mandate, buoyed by high public approval ratings. She has also floated a proposal to temporarily suspend the food tax. Markets are increasingly concerned that a renewed mandate could lead to higher government spending, reigniting worries over Japan’s public finances. As a result, bond prices fell and yields jumped. The yield on the 40-year Japanese government bond rose to a record 4% on Tuesday, while yields on other long-term bonds surged to their highest levels in decades. Investors are now turning their attention to a busy week in the United States, which will feature more corporate earnings and fresh inflation data closely watched by the Federal Reserve. The US central bank meets in two weeks and is expected to keep its key interest rate unchanged as it balances signs of a slowing labour market against inflation that remains above its 2% target. Japan’s central bank is also set to conclude its policy meeting later this week.
Business
Greenland ‘will stay Greenland’, former Trump adviser declares
Faisal IslamEconomics editor
Getty ImagesOliver SmithBusiness producer, Davos
Donald Trump will not be able to force Greenland to change ownership, a former top adviser to the US president has told the BBC.
IBM’s vice chairman Gary Cohn, who advised Trump on the economy in his first term, said “Greenland will stay Greenland” and linked the need for access to critical minerals to his former boss’s plans for the territory.
Cohn is one of America’s top tech bosses, a leader in the race to develop AI and quantum computing, and served under Trump as director of the White House National Economic Council.
In a sign of how seriously business leaders are taking the crisis, he warned “invading an independent country that is part of Nato” would be “over the edge”.
He also suggested the president’s recent comments about Greenland “may be part of a negotiation”.
“I just came from a US congressional delegation meeting, and I think there’s pretty uniform consensus with both Republicans and Democrats that Greenland will stay Greenland”, he said.
Greenland would be happy for the US to increase its military presence on the island, he said, with the North Atlantic and Arctic Ocean “becoming much more of a military threat”.
The US could also negotiate an “offtake” agreement for Greenland’s vast yet largely untapped supplies of rare earth minerals, Cohn suggested.
“But I think, you know, invading a country that doesn’t want to be invaded – that’s part of a militaristic alliance, Nato – seems to me to be a little bit over the edge at this point”, he said.
Cohn indicated the president may be overstating his demands as part of a negotiating tactic – something he says the president has done successfully in the past.
“You’ve got to give Donald Trump some credit for the successes he’s had and he’s many times tried to overreach to get something in a compromise situation,” he said.
“He has overreached in advertising something to end up getting what he actually wants. Maybe what he actually wants is a larger military presence and an offtake.”
The start of this year’s World Economic Forum in the Swiss ski resort of Davos has been overshadowed by the president’s increasingly aggressive stance on the arctic territory, with many political and business leaders alarmed about the potential geopolitical and economic impact. Trump is due to address delegates at the gathering on Wednesday.
While Cohn expressed reservations about some of the president’s actions, he said the US administration had “various different motives” for what they were doing.
He said Trump’s decision to intervene in Venezuela was “a path” to disrupt the country’s relationship with China, the biggest market for its oil, as well as Russia and Cuba.
Cohn also thinks that the president has become increasingly focused on the importance of rare earth minerals, noting that “Greenland has quite a supply” of the resources.
Those minerals are critical to the development of Artificial Intelligence (AI) and quantum computing – also a major talking point in Davos.
US Treasury Secretary Scott Bessent on Monday hit back at claims Trump has blamed his escalating threats over Greenland on the fact he was not awarded the Nobel Peace Prize.
In a message to Norway’s Prime Minister Jonas Gahr Støre, Trump blamed the country for not giving him the prize and said he no longer feels obliged to think only of peace.
Bessent said: “I don’t know anything about the president’s letter to Norway, and I think it’s complete canard that the President will be doing this because of the Nobel Prize.
“The president is looking at Greenland as a strategic asset for the United States. We are not going to outsource our hemispheric security to anyone else.”
AI ‘to be part of every business’
Developments in quantum computing and AI are seen as critical not just for the US economy and productivity, but for US strategic influence in the world.
“IBM is dead centre in what’s going on in quantum today. We have the largest amount of quantum computers in use today” Cohn said, highlighting that his company has put many of these computers into use across America in firms from the banking industry to medicine.
“AI is going to be the backbone for data that feeds into quantum to solve problems we’ve never been able to solve”, he added.
“Where we’re heading is AI is going to be part of everyone’s enterprise. AI and quantum are going to be working in the enterprise behind the scenes to make every company more efficient. And we’re just at the beginning of that sort of long road, and that’s going to take probably another three to five years to get there.”
Earlier this month, Google, also a US company, told the BBC it had the world’s best-performing quantum computer. The race to develop the technology is the other key talking point – apart from Greenland – at the World Economic Forum.
Business
Are ‘tech dense’ farms the future of farming?
David SilverbergTechnology Reporter
Getty ImagesJake Leguee is a third-generation farmer in Saskatchewan, Canada.
Since his grandfather bought the 17,000 acres in 1956, the Leguee family has grown canola, wheat, flax and green lentils.
As a child, he watched his father and grandfather spending hours riding their tractor to sow seeds and spray crops. Sweat would coat their shirts after those long, hot days.
“It was a lot less efficient back then,” says Leguee. “Today, technology has vastly improved the job that we do.”
To keep his farm competitive, Leguee has made several innovations, particularly when it comes to crop spraying.
With software and remote cameras attached to his John Deere tractor, he can kill the weeds much more efficiently, a practice every farmer has to do before planting seeds.
“It can look down and spray a nozzle when the sensors pick a weed, while we’re going around 15 miles an hour,” Leguee says.
He adds that he saves on pesticide spray since the nozzles only turn on when weeds are detected, as opposed to the kind of blanket spraying he used to do.
The return-on-investment for adding these new layers to his farm operations are often high, Leguee adds.
“There are low-cost solutions that won’t be as expensive as new spraying tech, and they could be an app to help you better keep your records, for example,” he says.
Jake LegueeIt’s a lesson that farmers across North America are taking on board.
A 2024 McKinsey survey found that 57% of North American farmers are likely to try new yield-increasing technologies in the next two years.
Another report, from 2022, by the US Department of Agriculture said that while the number of farms in the country is shrinking, the farms that remain are becoming “tech dense”.
Norah Lake, the owner and farmer at Vermont’s Sweetland Farms, says to get a successful harvest, “there’s a lot of looking forward and then backwards and then forwards and then backwards in crop farming”.
She once used Microsoft Excel to plug in the figures for, say, their yields from a recent harvest, or a given year, and see how they compare to years prior.
“I’d want to know that if we planted 100 bed feet of broccoli, what did we actually produce?” she says.
More recently, Lake, who grows vegetables such as asparagus, tomatoes and zucchini, as well as pastured meat, has been using software and an app from a company called Tend.
She wanted to digitise and streamline those laborious tasks into a piece of tech that she can view on her cellphone or computer.
Now she can input those harvest numbers into Tend, and the software can give her details, and advice, on how to manage her crop best for the coming harvest.
“We can use Tend to calculate the quantity of seed that we need to order based on the row feet of a particular crop that we want to harvest,” she says.
Syngenta GroupThere’s no shortage of tech for farmers to choose from.
Sygenta, the argri-tech giant based in Switzerland, offers farmers the software Cropwise, which uses AI and satellite imagery to guide farmers on what to do next with their crops, or alerts them to emergencies.
“It can tell the farmer that you need to visit the southeast corner of your field because something is not right about that section, such as a pest outbreak,” says Feroz Sheikh, chief information office of Syngenta Group. “And the system also has 20 years of our weather pattern data fed into a machine learning model, so we know exactly what kind of conditions lead to what outcome.”
With that data, farmers can cover their crops before, say, an incoming snap frost that could kill a large portion of their acreage.
In Germany, Jean-Pascal Lutze founded NoMaze to give farmers a deeper understanding of how different crops will perform under climate conditions.
Its software is rolling out this year. “We did field tests in a variety of environments and then created simulations through our computer model to give clients better insight into, say, how much water to use, how to get the maximum yield,” he explains.
Getty ImagesThe impact of these technologies might be felt by the consumer, says Heather Darby, an agronomist and soil specialist at the University of Vermont.
Bringing more food to market could translate to lower prices at the register, she says.
“When farmers get help to avoid crop failures, that could lead to a more controlled farm environment and a reliable and secure food system,” says Darby.
Back in Saskatchewan, Darby notes younger farmers are turning to technology while older tillers might resist major change.
He says that farmers need to be open to change.
“After all, when you think about it, some of these farms are multi-million-dollar businesses that are supporting multiple families. We need to embrace technology that works for us.”
“I heard someone say once: ‘If you treat farming as a business, it’s a great way of life, but if you treat your farming as a way of life, it’s a horrible business.'”
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