Men’s makeup is going mainstream with Gen Z is driving the shift. According to Mintel, 68% of Gen Z men 18-27-years-old used facial skincare products in 2024, up from 42% just two years earlier. YPulse has been tracking this trend too: our data shows 82% of young adult males use it monthly or more, and 43% use it daily. And that skincare habit is pulling men further into cosmetics; Statista data shows the share of U.S. men who say they never wear makeup dropped from over 90% in 2019 to about 75% in 2024. It often starts small: a dab of concealer, a tinted moisturizer, maybe a borrowed brow gel. But those small steps are adding up. TikTok is helping to accelerate the trend, with #MensGrooming surpassing 26B views last year. The cultural reframe of grooming as maintenance, not vanity, has shifted many young men’s definition of self-care. (CNBC)
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