Grooming is going gender-neutral for Gen Z & Millennial males. Milk Makeup’s inclusive approach encouraged legacy brands like Chanel and Old Spice to target men with makeup and skincare products. But gender-agnostic might stump male-focused in the future, as brands like Kiehl’s and Aesop prosper while “manly” brands get dragged (ahem, War Paint). Milk Makeup’s co-founder explains that men “don't need every product to be charcoal gray, black, or marketed as something that will make them more tough.” (GQ)
