A trends update article on Forbes has revealed an increased uptake from males of grooming products and colour cosmetics, particularly by younger consumers.
The trend suggests that men’s makeup is likely to be a future high-growth category. Retail insiders have told Forbes that they are observing increasing demand for colour cosmetics that offer subtle enhancements, such as tinted moisturiser.
A YouGov survey carried out in late 2016 revealed a difference in generational attitudes about men’s makeup with almost half of younger consumers surveyed believing it acceptable for men to wear cover-up makeup, compared with less than one-quarter of those ages 55 or over.
Check out these brands already at the forefront of the trend: