Walk into any major drugstore or beauty retailer in 2026 and something has fundamentally changed. Men are browsing cosmetics aisles without hesitation, testing foundation shades and comparing ...

Men’s makeup is emerging as one of beauty’s most lucrative growth areas, fueled by Gen Z men, social media and shifting attitudes toward masculinity. Global men's grooming sales are expected to climb ...

For men, the word makeup can be quite daunting, and it’s easy to understand why. Historically makeup—be it foundations, blushes, or bronzers—has been largely marketed to and used primarily by women.

As men become more comfortable with the idea of using skin care, an increasing number of marketers are introducing them to makeup. Only, they don’t call it “makeup,” and many believe cyberspace is the ...