Gen Z Men Embrace Makeup as $85B Beauty Revolution Goes Mainstream

Daniel Rankin remembers the first time he dabbed concealer under his eyes. The 24-year-old advertising agent from New York felt uncertain, even a little nervous. But that small step changed everything.

"I remember thinking, 'Am I really doing this?'" Rankin told CNBC. "But once I tried it, it just became normal." Today, he's a regular at Sephora, and he's far from alone.

Men's makeup is experiencing a remarkable transformation from taboo to totally normal. In gym locker rooms and office bathrooms across the country, more men are discovering what makeup can do: help them look less tired, more polished, and more confident.

The numbers tell an inspiring story. Men's grooming sales in the United States topped $7.1 billion in 2025, jumping nearly 7% in just one year. The global market is projected to surpass $85 billion by 2032, making it one of the most exciting growth areas in beauty.

Gen Z is leading the charge. A stunning 68% of Gen Z men ages 18 to 27 used facial skincare products in 2024, up from just 42% two years earlier. These young men aren't making one-time purchases either. They're building actual routines, experimenting with products, and restocking favorites.

"This is no longer niche," said Linda Dang, CEO of beauty retailer Sukoshi. "Men are forming routines that usually start at skincare and then expand further. That's what makes this market so valuable."

What makes this shift particularly powerful is how it's happening. Many men start small with a tinted moisturizer or brow gel, often borrowed from a partner or friend. Once they see the results, buying their own becomes the natural next step.

Retailers are responding thoughtfully to this cultural shift. Ulta Beauty and Sephora have moved away from segregated "Men's" aisles that can feel intimidating. Instead, they're creating gender-neutral displays that make shopping feel welcoming for everyone.

Target partnered with streaming collective AMP to launch TONE, a men-forward personal care brand that speaks directly to Gen Z's digital-native audience. Other brands like War Paint are adding QR codes to packaging that launch video tutorials, answering the "how do I use this?" question without awkwardness.

The Ripple Effect

This movement represents something bigger than commerce. As attitudes toward masculinity evolve, men are giving themselves permission to care about how they look and feel. The share of U.S. men who say they never wear makeup has dropped from over 90% in 2019 to about 75% in 2024.

Social media has played a crucial role, with TikTok and Instagram creating spaces where men can learn about products, share tips, and normalize self-care without judgment. Digital platforms have turned what might have felt isolating into a shared experience.

"Men's beauty is one of the last categories 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.

For men like Rankin, makeup isn't about conforming to beauty standards. It's about having tools to feel confident and present their best selves to the world. That's a transformation worth celebrating.