While “Sephora tweens” may have dominated headlines for years, they’re not the only demo reshaping the beauty industry. Young men are also taking over beauty aisles. In the past two years, YPulse has seenyoung males become fixated on their personal care—whether that meant obsessing over smelling good (hello, “smellmaxxing”!), intentionally leveling up their skincare, researching anti-hair-loss treatments, or even experimenting with extreme grooming trends (yes, including shaving off their eyelashes) in the name of aesthetics. Headlines have noticed, too—documenting the growing trend with recent pieces like “Gen Z and social media are helping men’s makeup go mainstream,” “The grooming boom: Men are finally buying skin care for themselves,” and “Men are embracing beauty culture.” They aren’t just dabbling in personal care, either; they’re investing in it, actively seeking products and treatments with the same seriousness they often apply to fitness and nutrition. And as personal care become even more of a norm for young males, brands can’t afford to ignore the spending power it represents. That’s exactly why YPulse...
- Article
