Category
Fashion
Scaled Restraint
Trend cluster
Category
Mainstream Male
Beauty
Men's cosmetics routines are expanding to include makeup.
5.1
Trend score
Trend
What is the Mainstream Male Beauty trend?
Mainstream Male Beauty: As modern consumers continually feel comfortable skirting outdated gender norms, mainstream cosmetics ranges are moving to include men's makeup products that appeal to a fast-growing male beauty market. This shift demonstrates the growing difficulties in marketing efforts based on traditional demographics groups and points to the need for brands to offer niche products and services that entice consumers in ways that current offerings may neglect to.
Trend themes
Themes within the Mainstream Male Beauty trend
Three behaviours holding the trend together01
Gender-Neutral Makeup
The trend of gender-neutral makeup products has led to collaborations with male influencers for cosmetics brands.
02
Mainstream Male Beauty
The mainstreaming of male beauty products reflects the expanding target market and an opportunity for brands to offer niche products.
03
Cross-Industry Collaborations
Collaborations between beauty brands and celebrities from non-beauty industries could tap into new target markets and offer disruptive products.
Industry implications
What the Mainstream Male Beauty trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
The beauty industry is expanding its target market to include male beauty, gender-neutral products, and collaborations with non-beauty influencers.
For
Social Media and Influencer Marketing
Social media and influencer marketing play a significant role in the expansion of the beauty industry to new target markets and collaborations.
For
Men's Grooming
The growth of men's grooming industry creates opportunities for beauty brands to offer products that cater to men's specific needs.
Workshop question
Are there demographics that your brand has yet to target due to an overt focus on traditional ways of thinking? How can your brand break out of these constraints to reach consumers that it hasn't before?
Trend signals
Trend signals for Mainstream Male Beauty
Trend score 5.1 out of 10, from popularity 75%, activity 69%, freshness 8%.
Popularity75%
Activity69%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Mainstream Male Beauty trend
7 featured examples from Sep 22, 2015 to Oct 18, 2016CategoryFashion
Male Makeup Brand Ambassadors
Influencer James Charles Will Be Covergirl's Newest Ambassador
Beauty brands can disrupt the industry by featuring male brand ambassadors and embracing inclusivity in their marketing strategies.
CategoryPop Culture
Edgy Makeup Spokepersons
The Ruby Rose Urban Decay Collab Markets Her as "Most Addictive New Vice"
Cosmetics brands can partner with celebrities to create unique and eye-catching campaigns that appeal to a wide range of consumers.
CategoryFashion
Male Makeup Tutorials
Actor Patrick Dempsy Helps Demonstrate His Wife's Lid Tint Product
The makeup industry is seeing a shift towards inclusivity and expanding their consumer base to include male and gender-nonconforming individuals.
CategoryFashion
Sparkly Beard Kits
The Glitter Beard Kit Allows Guys to Adorn their Facial Hair in Sparkles
Companies can create grooming products that cater to men looking for more unique or gender fluid grooming options.
CategoryFashion
Men's Concealer Sticks
This Concealer for Men by EvolutionMan is Also an Acne Treatment
Capitalizing on the growing demand for specialized grooming products for men.
CategoryFashion
Unisex Makeup Collections
MAC Created a Line of Unisex Cosmetics with the Celebrity Brant Brothers
Beauty companies can launch unisex and gender-neutral makeup products to cater to the evolving consumer needs and tap into a wider market
CategoryFashion
Male Eyebrow Grooming Kits
This Kit is Designed for Men Who Require Eyebrow Maintenance
The beauty industry can tap into the growing demand for male eyebrow grooming kits and expand their product offerings to include more gender-inclusive options.
