How Many Men Wear Makeup? A Look at the Growing Trend
The concept of men wearing makeup is no longer just a niche or underground movement—it’s a rapidly growing trend embraced by millions around the world. From light grooming products to full cosmetic routines, more men are turning to makeup as a tool for self-expression, confidence, and skincare.
A Brief History
While the modern beauty industry has traditionally marketed makeup to women, men have worn makeup for centuries. In ancient Egypt, men used kohl to line their eyes. During the 18th century in Europe, powdered wigs and rouged cheeks were common among aristocratic men.
The shift toward gender-specific marketing in the 20th century temporarily narrowed this audience, but in recent decades, that boundary has blurred again, especially with the rise of social media and male beauty influencers.
How Common Is It Today?
According to recent market research:
- In the U.S., nearly 15% of men under 45 say they use some form of makeup regularly.
- A 2022 YouGov poll in the UK found that 1 in 20 men wear makeup daily, while 1 in 10 have tried it at least once.
- South Korea leads globally in normalized male grooming, where more than 75% of men report using BB cream, concealers, and other cosmetics.
As beauty norms evolve and inclusivity becomes central to marketing strategies, these numbers continue to grow, especially among younger generations and Gen Z consumers.
What Types of Makeup Do Men Wear?
Men’s makeup routines often focus on enhancing natural features or camouflaging imperfections. Popular products include:
- BB or CC creams for evening skin tone
- Concealers for under-eye circles or blemishes
- Eyebrow gels for definition
- Tinted lip balms for subtle color
- Setting powders for shine control
Some also use bronzers, light foundation, mascara, or eyeliner depending on their comfort level and desired look.
Why Men Wear Makeup
- Boosting Confidence: Just like women, many men use makeup to feel more polished and put-together.
- Career and Media: Actors, models, and public speakers often use makeup to look their best on camera or stage.
- Skin Imperfections: Acne, scars, redness, or dark circles can be temporarily covered.
- Creative Expression: Some embrace makeup as a form of art and identity.
Brands Embracing Male Consumers
Major beauty brands have expanded their offerings and marketing to include men:
- Chanel launched its Boy de Chanel makeup line.
- Fenty Beauty, MAC, and Morphe have featured male models and influencers.
- Drugstore brands now carry more gender-neutral packaging and shades.
Breaking the Stigma
Men wearing makeup is becoming increasingly accepted, but stigma still exists in some cultures and communities. Continued representation, education, and conversation are crucial to further normalize this personal choice.
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Makeup isn’t about gender. It’s about confidence, creativity, and care—and more men than ever are embracing that truth.
