The sight of men wearing makeup on subway trains is no longer unusual. This phenomenon reflects not just individual aesthetic preferences but an inevitable market trend. Projections indicate the U.S. men's cosmetics market will reach a staggering $7.1 billion by 2025, signaling both the emergence of "he-conomy" and a structural consumption shift driven by evolving social attitudes.
1. Market Scale and Growth Trajectory
The $7.1 billion valuation rivals the market capitalization of mid-sized tech firms. More noteworthy is its steep growth curve, as traditional male grooming categories like shaving products fail to meet expanding demand. Foundation, concealer, and other traditionally feminine cosmetics are rapidly penetrating male consumer markets, representing not mere category expansion but the complete dissolution of gendered consumption boundaries.
2. Driving Forces: Cultural Shifts and Practical Needs
Three key factors propel this market expansion:
- Visual-First Social Media: Platforms like TikTok and Instagram have democratized makeup through male beauty influencers who reframe cosmetics as learnable skills rather than gender-specific practices.
- Professional Image Demands: Remote work's normalization makes video-ready appearances a workplace necessity, with products addressing dark circles and dull complexions gaining practical appeal.
- Evolving Masculinity: Generation Z's rejection of rigid gender binaries allows men to explore self-expression freely. As one sociologist notes: "When gender ceases being a binary cage, external expression naturally liberates itself."
3. Market Segmentation and Brand Strategies
The market divides into three consumption tiers requiring tailored approaches:
- Essentials: Oil-control cleansers and sunscreen address basic skincare needs through functional marketing.
- Problem-Solving: BB creams and concealers targeting fatigue signs or blemishes emphasize quick-fix convenience.
- Professional: Full cosmetic ranges cater to enthusiasts and performers through high-performance positioning.
Established brands like L'Oréal Men diversify product lines, while digital-native labels like War Paint emphasize masculine-coded packaging and messaging.
4. Global Expansion: Asian Markets Lead
Following North America's growth, Asia—particularly Japan, South Korea and China—demonstrates rapid adoption. Regional brands leverage existing beauty infrastructure and e-commerce expertise to capture market share.
5. Investment Influx and Future Prospects
Venture capital's growing presence in men's cosmetics reflects broader recognition of male consumers' evolving value. This funding accelerates product innovation and brand development, suggesting sustained market expansion.
6. Cultural Implications: Toward Appearance Equality?
Male makeup adoption mirrors the historical normalization of suits—transitioning from elite exclusivity to mainstream acceptance. This shift challenges stereotypes while expanding market potential. When men comfortably groom for self-expression or professional needs, society's script about gender and beauty undergoes quiet but profound revision.