Consumers are using makeup and, according to a new Mintel report, a good percentage of men are participating in the category.
As reported on by Cosmetics Design, 72 percent of U.S. male consumers between 18–34 now use makeup as part of their grooming routines, as global research firm Mintel’s US Color Cosmetics Market Report 2024 revealed.
“Makeup usage is widespread among women, and almost half of men participate in the category in some capacity, peaking among men under 35,” Mintel’s consumer insights shared.
“Topline data does showcase strong usage in at least some type of makeup use among men, with this being significantly driven by younger men aged 18-34 who are experimenting with the category,” Carson Kitzmiller, Senior Analyst, Beauty & Personal Care at Mintel, shared with Cosmetics Design.
Kitzmiller did stress that this “shift” had varied usage, with younger men “prioritizing their spend on products like facial powder, concealers and bronzers.”
“Certainly, there are some that are experimenting more heavily,” but Cosmetics Design and Kitzmiller report that “the majority of male consumers in this category are using these products to aid in neutral looks that showcase healthy-appearing skin.”
The bottom line, Kitzmiller said: “The bigger story is that the male demographic is expanding their routines to go beyond hygienic categories like body cleansing, haircare and deodorant, enlisting the support of buzzing categories like facial skin care and hairstyling products in a new way…this new way of thinking and behaving is being ushered in by younger, technologically savvy generations like Gen Z and Gen Alpha.”
