Posts Tagged ‘cosmetics’

More Men Wearing Makeup

Thursday, September 2nd, 2010

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