In the old days, men used wax and powder to perfect their complexions. But today’s man is going for something a little more understated…

• Despite a social norm that categorizes makeup as “for women only,” men are becoming more comfortable shopping for concealers, tinted moisturizers, and specialized cleansers and lotions.
• Instead of playing up their features to enhance beauty the way women do, men are mostly interested in hiding dark under-eye circles and evening out their complexions.
• There are many new cosmetics companies specifically targeting men, though some customers are confident enough to shop at Sephora or other woman-centric beauty shops. The term “makeup” still has an effeminate stigma, so retailers and customers tend to refer to men’s beauty products as “cosmetics.”

Facts & Figures

• In 1997, Americans spent $2.4 billion on men’s grooming products; in 2009, that number rose to $4.8 billion.
• In skin care alone, sales rose from $40.9 million to $217 million in the same period.
• 4Voo sells “Confidence Corrector” for $34, and “Lash and Brow Styling Glaze” for $23. KenMen sells “guy-liner” for $22, and tinted lip balm for $25.

Best Quote

“There is a little bit of that stealth makeup thing going on, where you’re not slapping foundation onto your face but as part of your other routines — it sort of creeps in.” – Jason Chen, Grooming Editor at GQ

Tags: beauty, consumer spending, cosmetics, men, retail