Gen Z and TikTok Fuel 37% Surge in Men’s Makeup Sales Amid Industry Transformation

Men’s makeup is rapidly transitioning from niche to mainstream, with sales increasing by 37% in 2025, according to internal brand and retail data. This growth is primarily fueled by Gen Z consumers, who make up 41% of male beauty buyers, according to a 2025 consumer survey. Platforms like TikTok have played a pivotal role, with #MenMakeup content amassing over 8.2 billion views in the past 12 months, significantly lowering social stigma around male grooming products. Brands are responding with expanded product lines and targeted advertising. L’Oréal Men Expert launched a new light-coverage foundation line in March 2025, reporting a 52% increase in online engagement within the first month. Meanwhile, Unilever’s Axe introduced a gender-neutral skincare and makeup bundle, which sold out in 72 hours across six countries. These moves signal a broader industry shift as companies reevaluate traditional beauty divisions. Retailers are also adapting store layouts and digital experiences. Target reported a 60% uptick in sales of men’s skincare and makeup products after relocating the category from the back of the store to the front, near women’s beauty. Sephora expanded its men’s beauty section by 40% in 2025, adding 14 new brands and dedicated in-store tutorials. The trend reflects a cultural evolution in masculinity, with 68% of men aged 18–24 stating they use at least one makeup product monthly. Analysts project the global men’s beauty market to reach $87 billion by 2030, up from $52 billion in 2022, signaling a significant opportunity for brands willing to innovate beyond traditional gender norms.